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The role of effective communication and trustworthiness in determining guests’ loyalty
Kharouf, Husni Sekhon, Harjit Fazal-e-Hasan, Syed Muhammad Hickman, Ellie Mortimer, Gary
Kharouf, Husni
Sekhon, Harjit
Fazal-e-Hasan, Syed Muhammad
Hickman, Ellie
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.
Keywords
hotels, guests, attitudinal loyalty, behavioral loyalty, trustworthiness, communication
Date
2019
Type
Journal article
Journal
Journal of Hospitality Marketing and Management
Book
Volume
28
Issue
2
Page Range
240-262
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Controlled