The determinants of loyalty in hotels

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Title The determinants of loyalty in hotels
Author Wilkins, Hugh Charles; Merrilees, Bill; Herington, Carmel Ann
Journal Name Journal of Hospitality Marketing and Management
Year Published 2010
Place of publication United States
Publisher Routledge
Abstract The hotel industry is a large industry contributing substantially to global economies and providing employment for many million people worldwide. Given the size and economic significance of the industry, it is important to understand the aspects of business performance that persuade customers to become repeat purchasers, and to exhibit behavioral loyalty. Despite the significance of the industry, there has been little research to investigate the antecedents of, and influences on, behavioral loyalty. The major global hotel corporations place considerable emphasis on the brand for marketing but there has been little research found that has investigated the role of the brand in determining behavioral loyalty in hotels. This article provides an evaluation of the linkages between service quality, perceived value, customer satisfaction and behavioral loyalty. The impact of brand trust and brand attitude is added to the model and provides new understanding on the interactions between the constructs within a service sector context. Findings indicate that service quality, mediated by customer satisfaction is the largest determinant, but that brand trust, mediated by brand attitude, is a significant moderator of behavioral loyalty.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/19368620903327626
Volume 19
Issue Number 1
Page from 1
Page to 21
ISSN 1936-8623
Date Accessioned 2010-10-22
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/34999
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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