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

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

doi:10.1080/19368623.2018.1505574

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

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

School of Marketing and Management

Research output: Contribution to journal › Article › peer-review

5 Citations (Scopus)

84 Downloads (Pure)

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.

Original language	English
Pages (from-to)	240-262
Number of pages	23
Journal	Journal of Hospitality Marketing and Management
Volume	28
Issue number	2
Early online date	10 Aug 2018
DOIs	https://doi.org/10.1080/19368623.2018.1505574
Publication status	Published - 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
online: http://www.tandfonline.com/10.1080/19368623.2018.1505574

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.

Keywords

attitudinal loyalty
behavioral loyalty
communication
guests
Hotels
trustworthiness

ASJC Scopus subject areas

Management Information Systems
Tourism, Leisure and Hospitality Management
Marketing

Access to Document

10.1080/19368623.2018.1505574

Post-PrintAccepted author manuscript, 1.03 MBLicence: Unspecified

Link to publication in Scopus

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Husni Kharouf
- School of Marketing and Management - Associate Head of School - Research
- Faculty Research Centre for Business in Society - Associate
Person: Teaching and Research

Cite this

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abstract = "This study investigates the role of trustworthiness and effective communication in the development of guests{\textquoteright} 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{\textquoteright}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.",

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