The role of effective communication and trustworthiness in determining guests’ loyalty

Husni Kharouf, Harjit Sekhon, Syed Muhammad Fazal-e-Hasan, Ellie Hickman, Gary Mortimer

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)
143 Downloads (Pure)


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.

Original languageEnglish
Pages (from-to)240-262
Number of pages23
JournalJournal of Hospitality Marketing and Management
Issue number2
Early online date10 Aug 2018
Publication statusPublished - 17 Feb 2019

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in
Journal of Hospitality Marketing and Management on 10/08/2018, available

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.


  • attitudinal loyalty
  • behavioral loyalty
  • communication
  • guests
  • Hotels
  • trustworthiness

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing


Dive into the research topics of 'The role of effective communication and trustworthiness in determining guests’ loyalty'. Together they form a unique fingerprint.

Cite this