Determinants of Guest Loyalty for Upper-Upscale Hotels

Abstract

The focus was to investigate the impact of prescribed determinants (perceived quality, perceived value, affect, trust, and satisfaction) on guest loyalty for upper-upscale hotels The sixth determinant, "membership program," was incorporated to investigate its viability as regard guest loyalty. This study measured guest loyalty by investigating both attitudinal and behavioral characteristics of the guests and also overall loyalty. A majority of the prescribed determinants were found to have a positive impact when it came to guest loyalty; this is based on various statistical tests and also hypothesis testing. The determinant, "affect," was however extracted due to matters relating to multicollinearity. The study indicated that improvement was necessary as regarded "perceived value" and "membership program." Based on the results, hotel management can afford improvement on the attitudinal component of guest loyalty and the "membership program" component. A focus should also be directed at increasing "value" perception. "Trust" should be adapted better and continuous re-assessments should also be made to evaluate service renderings.