Development of measurement scale for functional congruity in guest houses

The rapid development of guest houses in China intensified business competition. Understanding the experiences and expectations of customers can help guest houses gain advantage over competitors when customers are particular about their accommodation experience. Given the limited discussions, only a few systematic approaches were developed for the functional needs of customers toward guest houses. Thus, the present study developed a measurement scale for the functional congruity of guest houses based on the procedures recommended by Churchill (1979). The scale was tested, which was found reliable and valid. Marketing implications were provided theoretically and practically based on the results.