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Quality Certifications as Hotel Selection Criteria

In: Achieving Competitive Advantage through Quality Management

Author

Listed:
  • Laura Caso

    (University of Oviedo – UO)

  • Víctor Iglesias

    (University of Oviedo – UO)

  • Francisco Javier Ballina

    (University of Oviedo – UO)

Abstract

Signalling Theory proposes that consumers use quality cues to reduce the risk of adverse selection derived from the presence of information asymmetries in favour of services providers. From this perspective, the present chapter analyses the value of quality certifications as marketing signals in accommodation selection. To this end, factors influencing the use of signals by customers are reviewed in order to propose a model which explains the reasons for the selection of a certified hotel. We focus on first-time guests, as evidence suggests that previous experience with a particular service provider works as an important risk reliever. A survey of 385 Spanish leisure guests evidences the existence of situational and personal factors determining the importance of quality certifications as hotel selection criteria. Use of heuristics depends on customer information search behaviour. In that sense, travel involvement and a pre-trip planning period influence the probability of selecting a certified hotel. On the other hand, there seems to be a relationship between this probability and the level of familiarity with the service. Managerial implications and future lines of research are also discussed.

Suggested Citation

  • Laura Caso & Víctor Iglesias & Francisco Javier Ballina, 2015. "Quality Certifications as Hotel Selection Criteria," Springer Books, in: Marta Peris-Ortiz & José Álvarez-García & Carlos Rueda-Armengot (ed.), Achieving Competitive Advantage through Quality Management, edition 127, chapter 0, pages 95-110, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-17251-4_6
    DOI: 10.1007/978-3-319-17251-4_6
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    Citations

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    Cited by:

    1. Daniel MURPHY, 2018. "The Seal of Approval. Introducing the Third-Party Seal Model," Expert Journal of Marketing, Sprint Investify, vol. 6(2), pages 33-44.
    2. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    3. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    4. Vivek Kumar Verma & Bibhas Chandra, 2018. "Sustainability and customers’ hotel choice behaviour: a choice-based conjoint analysis approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 20(3), pages 1347-1363, June.

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