Sustainable Service Practices and Revisit Intention in the Hospitality Industry: The Roles of Perceived Value, Customer Trust and Environmental Awareness

This study investigates the impact of sustainable service to customer-related outcomes in the hospitality industry by focusing on environmental awareness, perceived value, customer trust, and revisit intention. Grounded in Stakeholder Theory, the research posits and empirically examines the model with the concept of perceived value and customer trust as mediators and environmental awareness as a moderator. Data was collected from a total of 457 hospitality customers, proportionately drawn from Accra (184), Kumasi (152) and Tamale (121), and analysed using partial least squares structural equation modelling (PLS-SEM). The results show that sustainable service practises have a significant impact on perceived value, customer trust and environmental awareness in a positive way. In addition, perceived value and customer trust partially mediate the relationship between sustainable service practises and environmental awareness, in which customer trust is the more effective mediating mechanism. Contrary to expectations, environmental awareness does not moderate the association between sustainable service practises and revisit intention to a great extent. Novelty: The outcome of the study accentuates the relevance of incorporating perceived value and customer trust into sustainable service practises offering both theoretical insights via stakeholder theory and practical direction for enhancing guest revisit intention in the hospitality sector. On the whole, the findings emphasize the strategic necessity of incorporating the concept of sustainability into the core service delivery and achieving better customer perceptions and relational outcomes.