Abstract (EN)

This research aims to analyze the role of positive and negative emotions in decisions about supplier switching in the hotel industry. It shows how, in addition to switching costs and relational norms, positive emotions, such as happiness, empathy, gladness and satisfaction, also act as switching barriers and influence the likelihood of supplier switching. The findings also provide evidence that psychological factors moderate the influence of economic and relational factors. The empirical study was conducted in hotels and restaurants in two tourist areas of Asia and Europe: the Antalya Coast in Turkey and the French Riviera.