Guest satisfaction and guest loyalty study for hotel industry

Abstract

Common perception by practitioners in the hotel industry today that a satisfied guest would become a repeat customer was considered as a major subject of this research. It determined the extent to which satisfaction fostered loyalty. Interviewing guests and demonstrating the expression of visual experience through photography illustrated the guests´ propensity for recommending and returning to the hotel as a repeat customer. Using a provided digital camera, participating guests were asked to photograph whatever caught their eye to illustrate the hotel as being meaningful. In examining factors such as ambience, service, as well as with the guest’s overall satisfaction with the hotel along with their loyalty behavior, this study analyzed the relationship between customer satisfaction and customer loyalty. Additionally, this study explored factors promoting guest loyalty with the purpose of proposing a method to assist hotels in identifying attributes increasing customer loyalty.

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