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Rather, Raouf Ahmad

The Effects of Customer Satisfaction and Commitment on Customer Loyalty:Evidence From the Hotel Industry

Abstract Views :281 | PDF Views:2

Authors

Raouf Ahmad Rather ¹, Jyoti Sharma ²

Affiliations
1 The Business School, University of Jammu, Jammu & Kashmir, IN
2 Kathua Campus, University of Jammu, Jammu & Kashmir, IN

Source

Journal of Hospitality Application and Research, Vol 12, No 2 (2017), Pagination: 41-60

Abstract

So as to be successful in the business, it is not adequate to attract new customers; hoteliers should focus on maintaining existing customers employing effective strategies of customer commitment, satisfaction and loyalty to maximize their lifetime value. The main goal of this investigation is to demonstrate the vital effects of customer satisfaction and customer commitment on customer loyalty. A field survey of four and five star hotel customers in Jammu and Kashmir, India was conducted using a questionnaire. Simple random sampling technique was used to select the sample. A total of 120 questionnaires were distributed to hotel customers and out of which 112 were returned (93% response rate). The results showed that satisfaction and commitment has positive effects on customer loyalty and also customer satisfaction has a positive effect on commitment. Thus, to generate competitive benefits and increase customer loyalty, hospitality managers may pay more reflection towards satisfaction and commitment to sustain existing customers in developing long lasting relationship with customers in the hotel industry.

Keywords

Customer Loyalty, Commitment, Satisfaction, Hotel Industry.

Full Text

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Customer Engagement in Increasing affective Commitment with in Hospitality Sector

Abstract Views :242 | PDF Views:0

Authors

Raouf Ahmad Rather ¹, Shakir Hussain Parray ²

Affiliations
1 The Business School, University of Jammu, Jammu & Kashmir, IN
2 Kashmir University, Jammu & Kashmir, IN

Source

Journal of Hospitality Application and Research, Vol 13, No 1 (2018), Pagination: 73-91

Abstract

The aim of this study is to examine the influence of customer engagement on affective commitment in hospitality sector. Customer engagement has recently emerged in both academics and practitioners as an outstanding customer relationship construct and as a predictor of affective commitment. However, empirical examination on customer engagement is relatively limited. As hospitality sectors have widely adopted customer engagement practices for managing customer relationships, further understanding of this notion is important. Descriptive statistics, correlation, regression analysis and a sample of two hundred thirty service customers were used in the hospitality sector. Samples consisted of customers from four star hotels, (sixty one percent) and five star hotels, (thirty nine percent) in Jammu and Kashmir, India. The findings suggest that customer engagement have significant and positive effects on affective commitment in the hospitality sector. The results can prove vital to practitioners in engaging customers while branding and marketing their products and services so as to strengthen a customer emotional and loyal base. Moreover, customer engagement acts as a useful tool in the relationship building strategies in hospitality sector. This research not only expands the academic research on customer engagement but also presents an outline for service firms particularly hospitality to improve and design their customer engagement activities. This research also offers number of vital avenues for future research.

Keywords

Customer Engagement, Affective Commitment, Jammu and Kashmir, Hospitality Sector.

Full Text

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Driving Customer Engagement and Loyalty Via Customer Identification in Hospitality Industry

Abstract Views :266 | PDF Views:0

Authors

Raouf Ahmad Rather ¹

Affiliations
1 Marketing Researcher, SSSUTMS, Madhya Pradesh, IN

Source

Journal of Hospitality Application and Research, Vol 17, No 2 (2022), Pagination: 17-36

Abstract

Adopting social identity and congruity theories, this study proposes that value congruity (VC) drives consumer brand identification (CBI), affective brand commitment (ABC) and customer engagement (CE) directly, which results deeper relationship with hospitality brands indirectly (portrayed via customer loyalty/CL). Moreover CBI influences ABC, CE and CL. Conceptual model has been tested empirically by employing structural-equation-modelling method. Self-administered survey has been adopted to collect data from three hundred forty customers in hospitality industry (i.e., 4/5 star hotel brands) in India. Results reveal that VC has been the most illustrative antecedent of CBI, ABC and CE. Results also show that CBI acts as a key driver of ABC, CE and CL. This study offers implications to service marketing practitioners to help in their planning- and implementation- of enduring strategies for building CBI, CE and CL

Keywords

Value Congruity, Customer Engagement, Affective Brand Commitment, Consumer Brand Identification, Customer Loyalty, Hospitality Brands

Full Text

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