The quality‐value‐satisfaction‐loyalty chain: relationships and impacts

The purpose of this paper is to explore the classical topics of services literature in a tourism experience with a means‐end‐model on the quality‐value‐satisfaction‐loyalty chain. Within this wide stream of research, this work has a particular interest on value antecedents and on the sense of the link between value and satisfaction.

An overall tourism experience with positive and negative antecedents (benefits and sacrifices experienced) and classical evaluations (perceived value, satisfaction and loyalty as behavioral intention) is analyzed through two competing structural models measured with partial least squares on a sample of 274 students traveling in groups for leisure purposes.

The empirical findings show that: the chain of constructs service quality‐perceived value‐customer satisfaction‐loyalty is once again confirmed in a service setting; affective antecedents (social value, play and aesthetics) are more important determinants of perceived value and satisfaction than cognitive antecedents (efficiency, quality and effort spent); and the model performs better when value is understood as an antecedent of satisfaction than in the opposite case.

The findings illustrate how tourism settings are paradigmatically useful for researching perceived value within services because of the differences found between cognitive and affective antecedents. The target chosen (students) and the sampling method used (convenience) need further replication in order to assure the validity of the results.

Besides the use of PLS (rather than LISREL), the empirical purpose of measuring with same data a value‐satisfaction link and the reverse is interesting for services researchers in order to progress in the debate on the supremacy of one or another.