The role of effective communication and trustworthiness in determining guests’ loyalty

Journal article

Kharouf, Husni, Sekhon, Harjit, Fazal-e-Hasan, Syed Muhammad, Hickman, Ellie and Mortimer, Gary. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management. 28(2), pp. 240 - 262. https://doi.org/10.1080/19368623.2018.1505574
AuthorsKharouf, Husni, Sekhon, Harjit, Fazal-e-Hasan, Syed Muhammad, Hickman, Ellie and Mortimer, Gary
Abstract

This study investigates the role of trustworthiness and effective communication in the development of guests’ loyalty within the hotel sector. We propose and test a conceptual model that differentiates between two types of loyalty: attitudinal and behavioral. As hotels can control and manage how they communicate their desired characteristics to guests, we posit effective communication and a hotel’s trustworthiness as the key concepts in building loyalty. This study reports on the findings of a study based on 322 hotel guests. Data were analyzed using structural equation modeling. The results reveal that implementing effective communication methods leads to a trustworthy image, which in turn has a positive impact on attitudinal and behavioral loyalty. This research provides hotel managers with strategic directions for cultivating guest loyalty.

Keywordshotels; guests; attitudinal loyalty; behavioral loyalty; trustworthiness; communication
Year2019
JournalJournal of Hospitality Marketing and Management
Journal citation28 (2), pp. 240 - 262
PublisherRoutledge
ISSN1936-8631
Digital Object Identifier (DOI)https://doi.org/10.1080/19368623.2018.1505574
Scopus EID2-s2.0-85051931360
Page range240 - 262
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Place of publicationUnited States of America
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