Author

Samaan Al-Msallam , Abdullah Awad Alhaddad

Published in

Journal of Research in Business and Management Vol. 4, Issue 5 July 2016

Abstract

Loyalty of a company's consumer has been recognized as the dominant factor in business firm's success. This study helps us extend our understanding of the relationship between customer loyalty, customer satisfaction, Relationship Marketing (trust and commitment). This is of considerable interest to both practitioners and researchers in the field of hospitality management. The objective of this research is to identify the factors of trust, commitment (affective and Calculative) and customer satisfaction that are positively related

to customer loyalty in hotel industry. Using data collected from three different hotels in Damascus, Syria. A total of 117 surveys were analyzed using Partial Least Square(PLS), the findings indicate that customer satisfaction, trust on hotel and affective commitment positively correlated to customer loyalty.

Link to read full paper

https://www.researchgate.net/profile/Abdullah_Alhaddad2/publication/305640368_Customer_

Satisfaction_and_Loyalty_in_the_Hotel_Industry_the_Mediating_

Role_of_Relationship_Marketing_PLS_Approach