Good but not so great: The impact of chain affiliation on guest satisfaction and guest satisfaction extremeness

Chain affiliation is widespread in the hotel industry. It has also attracted a lot of academic attention. While large number studies have examined whether affiliated hotels outperform independent terms occupancy, ADR and RevPAR, research on chain - guest satisfaction relationship scarce. In this study, we explore impact extremeness, which defined as extent to hotel’s deviates from industry average. We examine relationships between affiliation, extremeness are contingent market segments. Using sample 35.000 hotels, find evidence that increases satisfaction, but decreases extremeness. addition, positive negative stronger higher quality Taken together, our findings suggest double-edged sword for particularly