UUM Electronic Theses and Dissertation
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Factors influence customer loyalty in hotel industry

Yan, Zhang (2015) Factors influence customer loyalty in hotel industry. Masters thesis, Universiti Utara Malaysia.

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There is no doubt that hotel industry develops very fast in modern society and becoming a
global industry. More and more people rely on hotel when they are travelling, doing business,
visiting friends and relatives and so on. With the intense competition, how to attract customers and what factors influence customers’ loyalty seem to be the main consideration for hotel industry. Thus, the main objective of this research is to examine factors influence
customer loyalty in China’s hotel industry. Review of the previous gaps in literature
concluded that three predictors were counted as major contribution for customers’ loyalty
namely perceived value, service quality, and brand image. Besides, customers’ satisfaction
also postulated to mediate such relationship. A survey among 200 respondents from three star rating hotel in Hebei province, China, indicated that brand image has significant
relationship on customer satisfaction and loyalty. As postulated, customer satisfaction also partially mediate the relationship between brand image and customer loyalty. Though, it is
not statistically significant, hotelier simply cannot ignore the importance of service quality
and perceived value because it is part and parcel of brand image indicators. Future research should focus on huge sample that cover other star rating hotels and China province to have better generalization on understanding predictors of customer loyalty in China’s Hotel

Item Type: Thesis (Masters)
Supervisor : Shaari, Hasnizam
Item ID: 4925
Uncontrolled Keywords: hotel industry, customer loyalty, customer satisfaction, brand image, service quality, perceived value
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
T Technology > TX Home economics > TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Othman Yeop Abdullah Graduate School of Business
Date Deposited: 08 Sep 2015 01:36
Last Modified: 29 Mar 2021 09:24
Department: Othman Yeop Abdullah Graduate School of Business
Name: Shaari, Hasnizam
URI: https://etd.uum.edu.my/id/eprint/4925

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