- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Hotel guest loyalty is of the utmost importance given the competitive nature of the lodging sector. The increasing expansion of hotels into other hospitality and related areas amplifies the continuing importance of guest loyalty and the need to ensure guests’ recurring reservations at a perceived favorite hotel. Articles that have focused on loyalty link it to customer satisfaction (Oliver, 1999), image (Kandampully and Hu, 2007), perceived value (Yang and Peterson, 2004), and customer characteristics (Durukan and Bozaci, 2011), such as personality (Lin, 2010a). Despite the presence of abundant studies on loyalty, the relationship between the antecedents of service customer loyalty, particularly in hospitality and tourism, are inconclusive. This is true, too, about the relationship between customer satisfaction and image and their impacts on loyalty. Some researchers perceive image as an antecedent to satisfaction that does not have an influence on loyalty (Lai et al., 2009) while others have perceived this relationship the other way around (Kandampully and Suhartanto, 2000). The variability in perceptions and guidance leaves hoteliers without sure ways to accurately strategize their efforts.