The effect of fine service on customer loyalty in rural homestays: The mediating role of customer emotion

Rural homestay is an important driver for developing rural tourism, which still grows against the wind in the post-epidemic era of the COVID-19 virus and shows unique attributes that are different from those of the traditional hospitality industry. Based on the five-dimensional model of fine service theory, this study introduces culture as a unique dimension to construct a six-dimensional model of rural homestay fine service and explores the influencing mechanism of rural homestay fine service on customer loyalty. This study successively used expert interviews and questionnaires to develop the structural equation model through SPSS 26.0 and AMOS 24.0. The results showed that culture, as a unique attribute of rural homestay, is another important factor influencing the level of rural homestay fine service besides privacy, responsiveness, empathy, comfort, and psychological quality. Customer emotion of rural homestays significantly impacts customer loyalty and fully mediates the relationship between fine service and customer loyalty. This study verifies the effectiveness of fine service theory in the research of rural homestay good service and provides a new measuring tool, which has the potential to enrich and develop the exploration of fine service.