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Revealing the factors of re-patronage intention: true behavioral insights in hotel customers

Sarah Badar (Imran) (Faculty of Management Sciences, Foundation University Islamabad, Islamabad, Pakistan) (Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan)
Ajmal Waheed (Faculty of Management Sciences, Foundation University Islamabad, Islamabad, Pakistan)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 20 December 2022




The rapid shift in the emerging pedagogies of customer behavior has changed the business preferences in the hotel sector. This study prioritizes the hotel's main task to develop customer re-patronage intention. Keeping in line with these factors, this study investigates the impact of customer empowerment on re-patronage intentions through customer value co-creation in the hotel sector of Pakistan. Furthermore, the study examines the moderating impact of sensation-seeking on customers.


A total of 350 potential customers participated in the online survey using purposive and snowball sampling techniques. Partial least square structural equation modeling was employed using Smart PLS-3 to test the projected hypotheses.


This study reveals that empowered customers improve their behavior and involvement in value co-creation, which, in turn, increases the prospects of re-patronage intention. Moreover, sensation-seeking moderates between consumer empowerment and customer value co-creation.

Research limitations/implications

Customer-dominant logic and sense-making theory present interesting insights where customer empowerment and value co-creation have a positively significant impact on customer re-patronage intention. Findings also elaborate on a significant mediating role of customer value co-creation activities, which is an interesting call for hotel managers to add thought-sharing ecosystems. The suggested factors add long-lasting results in terms of revenues, performance and global GDP.

Practical implications

It provides guidance for the hotel managers through novel factors that activate the customer to augment an intention to re-patron. Moreover, it provides a direction to add sensation-seeking strategies that strengthen the effects on customer empowerment and value co-creation.


This study has its uniqueness in introducing an environment in hotels where customers are empowered to further actively participate in value co-creation initiatives, along with sensation-seeking acting as a stimulus among them. These factors have greatly impacted the hotel's objectives (i.e. re-patronage intention).



Author's contribution: Sarah Badar worked on the conceptualization, and the data were extracted from her thesis. She performed formal analysis and wrote the original draft. Furthermore, Ajmal Waheed performed the supervision and reviewing, and then Sarah Badar performed the editing. The published version of the work has been reviewed and approved by both authors.

Consent statement: Sample respondents confirmed consent to show willingness prior to the questionnaire survey being handed over.

Data availability statement: The corresponding author will make the data available for the users at a reasonable request.

Conflicts of interest: There are no potential conflicts of interest among the contributors of this study.


Badar (Imran), S. and Waheed, A. (2022), "Revealing the factors of re-patronage intention: true behavioral insights in hotel customers", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print.



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