Employment Stability, Guest Satisfaction, and Guest Loyalty in Tourism and Hospitality Establishments: the Role of the Customer Oriented Boundary Spanning Behaviors and Deep-Acting

Document Type : Original Article

Authors

1 Faculty of Tourism and Hotel Management October 6 University

2 Faculty of Tourism and Hotels 6 October University

3 Associate Professor, Hotel Management Dept, Faculty of Tourism and Hotels, Suez Canal University, Ismailia, Egypt, Editorial Manager of Journal of Association of Arab Universities for Tourism and Hospitality

4 Faculty of Tourism and Hotel Management- October 6 University

Abstract

Service organizations are experiencing tremendous development in human resources management and have witnessed a shift in thoughts that expand ways to strengthen bonds between employees and guests. Many sensitive issues related to this were touched, such as employee stability, customer satisfaction, and loyalty. Stability directly impacts the service quality, making it a distinguished and unique experience. Motivated and satisfied staff are more likely to go above and beyond their jobs to satisfy their guests who will be less expensive to serve, less sensitive to pricing strategy, more likely to return, and are usually more profitable. The study highlights the role of a stable workforce in driving transformation to strong Customer-Oriented Boundary-Spanning Behaviours through using employees deep-acting. A questionnaire polled 315 employees at five-star hotels in Sharm El-Sheikh and category (A) tourism companies in Cairo, Egypt during June 2023. The data was analysed using the PLS-SEM that proved the highly positive and significant effect of employees’ stability on guest satisfaction and loyalty with the mediating effect of customer-oriented boundary-spanning behaviours, and the moderating effect of deep acting influencing employment stability. The study provides practical implications for hotels and tourism organizations, such as implementing an integrated strategy based on a strong organizational culture, providing growth opportunities through training programs, and providing regular feedback. This fosters positive behaviour, open communication, and recognition, supports good connections between employees and customers, and ultimately increases customer satisfaction and loyalty

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