ISSN: 2222-6990
Open access
This study aims to proffer solutions to customer loyalty challenges at these destinations by proposing and validating customer loyalty model using relationship marketing and social exchange theory. Based on the underpinning theories, this study analyzed the direct and indirect influence of brand image, trust, convenience and emotion on customer loyalty of five star hotels in Malaysia and Jordan. Further, the mediating effect of customer satisfaction on the relationship between exogenous latent variables and endogenous latent variable was investigated. A total of 384 and 371customers respectively of three famous hotels under the management of Starwood were sampled using convenience sampling method for data analysis from Malaysia and Jordan. SPSS version 21.0 software was used for the analysis. However, the empirical results showed partial mediation effects on the relationship between brand image, trust, convenience, emotion and customer loyalty in respect of Malaysian hotel customers. In Jordan hotels, satisfaction does not mediate the relationship between trust and customer loyalty but partially mediate between emotion, brand image, convenience and customer loyalty. In summary, the findings of this study will narrow the perception of the top echelon of these hotels on the actual factors to focus in order to earn loyalty of their valued customers. This study also contributed to frontier of knowledge by integrating the variables of relationship marketing from the perspectives of two developing countries.
Abashah, A. (2015). Service quality in early child care center, Does parents stisfied? (Master of science management, University Utara Malaysia.
Abdullah, A. A., & Hamdan, M. H. (2012). Internal success factor of hotel occupancy rate. International Journal of Business and Social Science.
Adoyo, B., Ondoro, C. O., Ojera, P. B., Abong’o, B., Aila, F. O., & Jeremiah, S. N. (2012). The Relationship between Customer Service Quality and Customer Loyalty among Retail Pharmacies in Western Kenya. Business and Management Review.
Ali, Kim, W. G., Li, J., & Jeon, H.-M. (2016). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management.
Alrai. (2015). Challenges Facing the Incoming Tourism Sector. www.alrai.com/article/740008.html.
Amiri, M., & Esmailpour, H. (2014). Dl Impact of Customer Relationship Management on Customer Loyalty Chain Hotel. Kuwait Chapter of the Arabian Journal of Business and Management Review.
Andersen, P. H., & Kumar, R. (2006). Emotions, trust and relationship development in business relationships: A conceptual model for buyer–seller dyads. Industrial marketing management.
Arnold, K., & Bianchi, C. (2001). Relationship marketing, gender, and culture: Implications for consumer behavior. NA-Advances in Consumer Research Volume 28.
Aslan, A. (2014). Tourism development and economic growth in the Mediterranean countries: Evidence from panel Granger causality tests. Current Issues in Tourism.
Baron, R., & Kenny, D. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology.
Berezina, K., Cobanoglu, C., Miller, B. L., & Kwansa, F. A. (2012). The impact of information security breach on hotel guest perception of service quality, satisfaction, revisit intentions and word-of-mouth. International Journal of Contemporary Hospitality Management.
Berry, Seiders, & Grewal, D. (2002). Understanding service convenience. Journal of marketing.
Cárdenas-García, P. J., Sánchez-Rivero, M., & Pulido-Fernández, J. I. (2015). Does tourism growth influence economic development? Journal of travel research.
Chang. (2013). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management.
Chaparro-Peláez, J., Hernández-García, Á., & Urueña-López, A. (2015). The role of emotions and trust in service recovery in business-to-consumer electronic commerce. Journal of theoretical and applied electronic commerce research.
Chen, Sch, Kazman, R., & Matthes, F. (2016). Amazon in the Air: Innovating with Big Data at Lufthansa. Paper presented at the 2016 49th Hawaii International Conference on System Sciences (HICSS).
Cheng, B. L., & Rashid, Z. A. (2015). Interrelationships of Service Quality, Customer Satisfaction, Corporate Image and Customer Loyalty of Malaysian Hotel Industry Cultural Tourism in a Digital Era (pp. 37-38): Springer.
Chu, Tang, L., & Luo. (2016). Two Decades of Research on Luxury Hotels: A Review and Research Agenda. Journal of Quality Assurance in Hospitality & Tourism.
Dai, H., Haried, P., & Salam, A. (2011). Antecedents of online service quality, commitment and loyalty. Journal of computer information systems.
Dogdubay, M., & Avcikurt, C. (2009). Customer Lloyalty in the Specialty Restaurants: An example from Istanbul. Article of Professors of Balikesir University, Tourism and Hotel Management School,(Turizm Isletmeciligi ve Otelcilik YO), Cagis Kampus/Balikesir/Turkey, murat dogdubav@ vahoo. com and cevdet avcikurt@ vahoo. com.
Elbakoush, A. Y. (2015). The Influence of Service Quality, Corporate Image, Trust and Satisfaction on Customer Loyalty: Evidence from Banking Industry in Libya. (master), Universiti Utara Malaysia, malaysia.
Godolia, M., & Spaho, A. (2014). Customer Satisfaction Measurement Practices In Hotels: Some Evidence from Alba
In-Text Citation: (Alsheikh, Halim, Ayassrah, Tambi, & Alnawafleh, 2018)
To Cite this Article: Alsheikh, G. A. A., Halim, M. S. binti abd, Ayassrah, A. Y. A., Tambi, A. M. bin, & Alnawafleh, E. A. T. (2018). Investigation of Factors Influencing Customer Loyalty in Malaysia and Jordan Hotel Industry. International Journal of Academic Research in Business and Social Sciences, 8(12), 797–809.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode