Do hoteliers need to manage image to retain loyal customers?

Abstract

Purpose The aim of this paper is to understand the relationships between service quality and customer satisfaction and how they impact corporate image and customer loyalty. Design/methodology/approach Data were collected from several cities in Mauritius. The study sample included participants who stayed in various hotels in Mauritius; the participants were randomly approached and invited to participate in a survey on their respective hotel's services. Findings Corporate image is influenced both by service quality and customer satisfaction, which in turn influences customer loyalty. Thus, the key to customer loyalty appears to be the fostering of a favorable image of the hotel firm created by improving service quality and satisfying customers. Research limitations/implications Given the difference in values and cultures among different countries, the findings need to be confirmed by further evidence from other countries. Future research should further investigate the impacts of service quality, customer satisfaction, corporate image, and behavior intentions on organizational performance measures such as profitability, extend the integrative framework and incorporate other variables. Practical implications This study clearly illustrates the importance of a long term focus on superior service delivery on a firm's image. Service quality and customer satisfaction should therefore aim to enhance a long term image of the firm in the customer's mind. Originality/value This research clearly adds new knowledge to the present body of hospitality literature and will assist managers by providing a practical approach to enhance customer loyalty.

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