Back Issues 11-20

EXPLORING HOW EMOTIONS INFLUENCE SWITCHING DECISIONS IN HOTEL OUTSOURCING MANAGEMENT

Chieh-Heng Ko

Dept. of Hospitality Management, Da Yeh University, Taiwan, R.O.C.

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Abstract

Due to emotional factors being neglected in supplier-switching decisions by previous research, this study aim to analyze how positive and negative emotions influence switching decisions in hotel outsourcing management. Data were collected in Taiwan and regression analysis were run to estimate the data. The results indicated that as well as switching costs and relational norms, positive emotions such as happiness, satisfaction and pride also act as switching barriers. Moreover, this research also provide evidence that emotional factors moderate the influence of economic and relational factors. This study also provide implication that positive emotion has both a direct and indirect impact on supplier switching. If a supplier induce positive emotions in its buyers, it can continue to work with a buyer firm, not only reducing switching costs but also fostering strong relationships.

Keywords: Emotion, Supplier switching, Switching costs, Outsourcing

Attachments:

1013 final.pdf

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112 kB