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The Determining Factors of Customer Loyalty for Luxury Hotels in US

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This research aims to examine which determinants (i.e. perceived quality, trust, satisfaction, perceived value, and membership programs) have significant effect(s) on customer loyalty for luxury hotel. In order to get the answer, this study surveyed 308 online users to investigate the determining factors that affect customer loyalty for luxury hotel in US. The multiple regression statistical method, ANOVA, frequency tests and factor analysis were used for data analysis. The study results show that among the determining factors and their relationship against attitudinal and behavioral loyalty, “satisfaction ” was consistently valued the most, followed by “trust. ” The attitudinal loyalty measurement regarded “membership program ” as its third most valued while the behavioral loyalty positioned “perceived quality ” as its third. Results for the fourth most valued factor, indicated “perceived quality ” from the attitudinal loyalty measurement, while “perceived value ” was behavioral loyalty’s fourth most valued. The least valued factors for attitudinal and behavioral loyalty were “perceived value ” and “membership program, ” respectively. On a greater scale, in measuring overall loyalty, the determining factors were ranked as follows, in descending order from most to least important: “satisfaction, ” “trust, ” perceived quality, ” “membership program, ” and “perceived value.” This study can serve as a model to be adopted for years to come in the determining factors of loyalty in luxury hotels in US. The constructs, specifically “perceived value, ” “perceived quality, ” “satisfaction, ” and “trust ” have been of use for years, through various industries. These particular determinants will continue to be of use across industries as efforts are made to measure customer loyalty.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1967A new scale for the measurement of interpersonal trust1 1997Do Customer Loyalty Programs Really Work 1998Why do customers switch? The dynamics of satisfaction versus loyalty 2004The importance of brand equity to customer loyalty 2004Are Your Satisfied Customers Loyal?2002Dimensions of customer loyalty: separating friends from well wishers

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2019Branding luxury hotels: Evidence from the analysis of consumers’ “big” visual data on TripAdvisor 2015An Empirical Study of Direct Relationship of Service Quality, Customer Satisfaction and Bank Image on Customer Loyalty in Malaysian Commercial Banking Industry

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