How self-image congruence impacts customer satisfaction in hotels

The importance of self-image congruence for product selection has been established across a number of purchase contexts, but the research that has included postpurchase evaluations is limited to a few examples, including a tourist destination, jewelery, and the use of ATMs. Despite recognition of the role of self-image congruence for hotel consumption, no research has been identified that addresses the affect self-image congruence has on postpurchase evaluations. This article reports an empirical analysis of the importance of self-image congruence to the postpurchase evaluation of hotels. The results indicate that self-image congruence affects the level of customer satisfaction. The results also indicate that the impact of self-image congruence varies with purpose of trip and gender.