The Role of Hotel Customer-Employee Bond in Generating Positive Customer Behavioural Outcomes

In the hospitality sector, while close and high quality of relationships between the customers and employees may develop a long-lasting bilateral bond, the opposite may create customer losts. By following a customer-oriented approach, this study aims to examine the influence of the customer-employee bond on hotel customers’ satisfaction, perceived value, and behavioural intention. For achieving this purpose, a survey was conducted with the participation of British tourists staying in hotels located in Fethiye, Turkey. Results of the structural equation modeling showed that the customer-employee bond significantly and positively impacts all variables. In addition, customer satisfaction has a significant influence on behavioural intention, whereas perceived value affects customer satisfaction and behavioural intention. The findings of the study stress the importance of hotel employees in creating good and long-term relationships with the customers.