Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry (original) (raw)
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The Relationship Between Hotel Brand Personality and Customer Loyalty
Journal of Tourismology, 2017
The purpose of this article is to explore the relationship between brand personality and customer loyalty in the five-star business hotel and propose an effective way for developing a remarkable hotel brand and improving its customer loyalty. The reason for choosing a particular hotel is that it is a member of a famous international hotel chain with a well-known brand name. According to the literature, business hotels usually have stronger brand names comparing to leisure hotels. Literature review of the problem is presented along with a conceptual framework of brand personality and customer loyalty adopted for hotel industry. Using the data collected from a 5-star business hotel guests, factor analysis and multiple regression analysis were conducted in order to measure the impact of brand personality on customer loyalty. Although brand personality dimensions were similar with Aaker's (1997) dimensions, "competence" dimension was switched with an "up-to-date" dimension in this new scale. As a result, brand personality has a positive effect on customer loyalty in this study. However, brand personality dimensions cannot be fully implemented and some dimensions are not appropriate for tourism industry. It is suggested that tourism marketing managers should be more focused on features of tourism while creating touristic brand personality.
The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel Industry
Journal of Hospitality & Leisure Marketing, 2003
Customer loyalty has become a topical issue in research and practice due to its proven dominance in a hotel organization's success. The present research adds to the body of knowledge in services marketing in the hospitality industry by improving understanding of the relationships among customer loyalty, customer satisfaction, and image. This research identifies the factors of image and customer satisfaction that are positively related to customer loyalty in hotels. Research findings from the data collected from chain hotels indicate that hotel image and customer satisfaction with the performance of housekeeping, reception, food and beverage, and price are positively correlated to customer loyalty. Performance of housekeeping, however, was found to be one of the most important considerations for customers of hotel chains.
International Journal of Contemporary Hospitality Management, 2013
Purposethis study attempts to answer the following questions: can the Big Five factors (BFF) of personality facilitate a social comparison (SC) of hotel guests? Can the BFF explain the emotional responses of hotel guests? Do SC and consumption emotions mediate the influence of personality on hotel guests' levels of satisfaction? Design/methodology/approach-Data from a survey of hotel guests, which yielded an effective sample of 564, was subjected to a series of multiple regression analyses. The Baron and Kenny approach was employed to test mediating impacts. Findingsthe five factors of personality explain significant variations in consumption emotions and SCs of hotel guests. Apart from consumption emotions, SC was found to influence hotel guests' satisfaction significantly. Further, greater guest satisfaction was a partial mediator of the effect of positive consumption emotion on revisit and word-of-mouth intentions but constituted only a partial mediator of negative consumption emotions on word-of-mouth. Research limitations/implicationsthe results offer managerial insights into marketing strategies, design, and operational and human-resource management. Originality/value-Few studies have integrated personality and customers' consumption emotions with satisfaction and behavioral intentions. This research gap has been compounded by a lack of research on SCs that might further explain personality-customer responses and behavioral intentions. This study fills this gap by reporting on a survey of hotel guests that provided data on these relationships. Theoretically, the findings justify the value of personality and SCs in hotel settings.
EXAMINING EFFECTS OF SERVICE QUALITY AND HOTEL IMAGE ON CUSTOMER SATISFACTION.pdf
Consumption motives are one of important factors affecting consumer behaviors. In reviewing the literature in this context, hedonic and utilitarian motives have come into prominence. These concepts are addressed in many different areas. In tourism, various studies addressing these concepts have been conducted. In these studies, it has been expressed that tourism is closer to hedonism because of its structure. However, tourism is composed of different subtypes such as health and thermal tourism. In various studies, it has been suggested that these types are related to utilitarian motives. Many studies in literature have indicated that quality and image are influential in the formation of customer satisfaction. Homer (2008), who deals with this relationship in the context of consumption motives, has expressed that people who act with hedonic motive care about image and people who act with utilitarian motive care about quality. From this point of view, in this study, the idea that hotel image is more effective on formation of satisfaction for consumers acting with 1 This research project is supported by Balikesir University, Scientific Research Projects Unit.
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 managers' perspectives in the four-star hotels in Kuala Lumpur, Malaysia in order to increase the level of customer loyalty through hotel image.
The positive association of corporate/hotel image with customer satisfaction and customer loyalty has been explored by previous scholars and supported by Self-Organizing Maps (SOM) approach introduced by (Mazanec 1995). Corporate image has been identified as an important factor in the overall evaluation of a firm and especially in hospitality industry; hotel image is believed to play an important role on a customer's decision to use a hotel. The present article aims to review some selective studies which have been conducted on hotel image and its association with customer satisfaction and loyalty. In order to achieve purpose of this review article, authors take a range of recently published works on hotel image and its association with customer satisfaction and loyalty from 1983 to 2013. The findings provide information about each source, indicating what can be found there and how the information can help. In addition, this article fulfills an identified information/resources need and offers practical help to an individual and academic starting out a research on corporate/hotel image and its association with customer satisfaction and customer loyalty.
HAL (Le Centre pour la Communication Scientifique Directe), 2018
Extending the Mehrabian-Russell model (1974), this study proposed a conceptual model to examine the impact of service environment on emotional responses, perceived service quality, and loyalty. As such, the mediator role of optimal stimulation level is taken into account. The proposed model was tested into the context of luxury hotels, which is one of the most important hotel segments in France. The data were collected from 354 individuals who were seen in different places in Nice and who have recently stayed in four or five-star hotels. The hypotheses were tested using structural equation modelling. The results showed that customers' perception of service environment increases customers' evaluation of service quality and positively affects the feeling of pleasure and arousal, which lead to loyalty. In addition, the results indicated that perceived service quality had a significant effect on pleasure and not on arousal. Finally, the moderating role of (OSL) was supported only for the relationship between pleasure and loyalty. The managerial implications, limitations, and suggestions for future research are discussed in the latter part of this study.
Guest satisfaction and guest loyalty study for hotel industry (2008).
RIT PUBLISHING - Graduate Thesis, 2008
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.
Do hoteliers need to manage image to retain loyal customers?
International Journal of Contemporary Hospitality Management, 2007
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.
Hotel brand personality and brand quality
Hotel brand quality itself may not guarantee to increase hotel brand value and loyalty, but the combination between brand quality and brand personality will be significantly associated with brand value and brand loyalty . The purpose of this study was to explore the relationship between hotel brand quality and hotel brand personality in order to find an effective way for hotel brand managers to develop their brand value and loyalty. The results of the study demonstrated that the five dimensions of hotel brand quality construct (assurance, tangible, empathy, reliability, and responsiveness) are significantly related to preferences on the five dimensions of hotel brand personality (competence, excitement, sincerity, sophistication, and ruggedness), respectively. In addition, effects of hotel prices on brand quality are significant. These findings suggest that in order to develop a successful brand value and loyalty, hotel brand managers should (1) increase high-assurance performance for a competence hotel brand, (2) strengthen tangibles for an excitement hotel brand, (3) develop empathy performance for a sincerity hotel brand, (4) escalate reliability performance for a sophistication hotel brand, and (5) advance responsiveness for the ruggedness hotel brand. This could be an effective way to develop hotel brand value and loyalty. It may be postulated that the interaction between brand quality and brand personality of the hotel experience directly affects brand value and loyalty. Hotel brand managers may then specify their hotel designs and packages such that the congruence between brand personality and perceived quality develop brand value and loyalty.