The role of effective communication and trustworthiness in determining guests' loyalty. Issue 2 (17th February 2019)

• Record Type: Journal Article
• Authors: Kharouf, Husni; Sekhon, Harjit; Fazal-e-Hasan, Syed Muhammad; Hickman, Ellie; Mortimer, Gary
• Is Part Of: Journal of hospitality marketing & management. Volume 28:Issue 2(2019)
• Page Start: 240
• Page End: 262
• Publication Date: 2019-02-17
• Subjects: Hotels -- guests -- attitudinal loyalty -- behavioral loyalty -- trustworthiness -- communication; Hospitality industry -- Marketing -- Periodicals; Leisure industry -- Marketing -- Periodicals; 338.47910688
• DOI: 10.1080/19368623.2018.1505574
• Languages: English
• ISSNs: 1936-8623

Abstract

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.