Exploring the impact of searching and booking time investments on customer's satisfaction with hospitality services

This study investigates the impact of time spent in the information search and booking phases on consumer satisfaction during the service experi-ence within the hospitality industry. Using Process modeling tool (observed variable OLS and logistic regression path analysis modeling tool), the research explores how prolonged engagement in these pre-service activities can lead to heightened expectations, resulting in decreased satisfaction when experiencing the service. The study also examines the moderating role of emotional experi-ence during the ser-vice, finding that positive experiences can mitigate the neg-ative effects of extend-ed pre-service time by helping confirm consumer expec-tations. Data were collect-ed from 1,000 tourists in Istanbul, Türkiye, across various 4-star and 5-star hotels and restaurants. The findings suggest that opti-mizing digital platforms to re-duce the time invested in them is critical for en-hancing satisfaction. Additionally, the importance of fostering a positive emo-tional experience during the service is highlighted as a key strategy for confirm-ing previous expectations and maintaining consumer satisfaction. This research contributes, both theoretically and practically, to the understanding of how dif-ferent stages of consumer behavior interact to form satisfaction, offering in-sights for improving service quality and consumer engagement in the hospitali-ty industry.