Kharouf, H., Sekhon, H., Fazal-e-Hasan, S., Hickman, E. & Mortimer, G. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management,28(2), 240-262. United States of America: Routledge. Retrieved from https://doi.org/10.1080/19368623.2018.1505574
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.
Peter Faber Business School
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