The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel Industry

ABSTRACT 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. KEYWORDS: Customer satisfactioncustomer loyaltyimageservice marketingservice quality