The determinants of loyalty in hotels

Hugh Wilkins*, Bill Merrilees, Carmel Herington

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

98 Citations (Scopus)


The hotel industry is a large industry contributing substantially to global economies and providing employment for many million people worldwide. Given the size and economic significance of the industry, it is important to understand the aspects of business performance that persuade customers to become repeat purchasers, and to exhibit behavioral loyalty. Despite the significance of the industry, there has been little research to investigate the antecedents of, and influences on, behavioral loyalty. The major global hotel corporations place considerable emphasis on the brand for marketing but there has been little research found that has investigated the role of the brand in determining behavioral loyalty in hotels. This article provides an evaluation of the linkages between service quality, perceived value, customer satisfaction and behavioral loyalty. The impact of brand trust and brand attitude is added to the model and provides new understanding on the interactions between the constructs within a service sector context. Findings indicate that service quality, mediated by customer satisfaction is the largest determinant, but that brand trust, mediated by brand attitude, is a significant moderator of behavioral loyalty.

Original languageEnglish
Pages (from-to)1-21
Number of pages21
JournalJournal of Hospitality Marketing and Management
Issue number1
Publication statusPublished - Jan 2010
Externally publishedYes


Dive into the research topics of 'The determinants of loyalty in hotels'. Together they form a unique fingerprint.

Cite this