Title:
IDENTIFYING THE IMPACT OF HOTEL IMAGE ON CUSTOMER LOYALTY: A CASE STUDY FROM FOUR-STAR HOTELS IN KUALA LUMPUR, MALAYSIA

Authors:
Seyedhossein Nikou, Harihodin Bin Selamat, Rasimah Che Mohd Yusoff Mohsen Malekalketab Khiabani

Volume - 2 Issue - 3, Pages - 2786-2810

Abstract:
In the hospitality industry, one of the significant points into consideration is customer loyalty and gaining loyalty of customers. There are many ways in order to enhance the level of loyalty of guests of which among them hotel image has been considered by previous scholars. This research aims to identify the impact of hotel image on customer loyalty directly and through mediating role of customer satisfaction in the four-star hotels located in Kuala Lumpur, Malaysia. For achieving research objectives, quantitative approach including distribution of 550 questionnaires was done during March to May 2016 with the response rate of 69.81 percent. Data was analyzed via IBMSPSSAMOS version 22. Using structural equation modeling (SEM) through analysis of moment structure (AMOS) program, confirmatory factor analysis (CFA) with two-step strategy was run and developed hypotheses of current study were tested. Findings indicated that hotel image has positive and direct determination on customer satisfaction and customer loyalty. Moreover, customer satisfaction has also positive and direct prediction on customer loyalty. Finally, customer satisfaction mediates the relationship between hotel image and customer loyalty with positive standardized regression weights of .258. The value of this research is contribution to the hospitality industry literature, managers of hospitality industries especially four-star hotels in Kuala Lumpur, Malaysia. Finding will bring initial insights into manager's perspectives in the four-star hotels in Kuala Lumpur, Malaysia in order to increase the level of customer loyalty through hotel image.

Cite this Article:

[Nikou, Seyedhossein, Harihodin Bin Selamat, and Rasimah Che Mohd Yusoff Mohsen Malekalketab Khiabani. "IDENTIFYING THE IMPACT OF HOTEL IMAGE ON CUSTOMER LOYALTY: A CASE STUDY FROM FOUR-STAR HOTELS IN KUALA LUMPUR, MALAYSIA." International Journal of Social Science & Economic Research 2.3 (2017): 2786-810.]