Factors Positively Affecting Customer Loyalty: A Case Study of Shinta Mani Hotels at Siem Reap in Cambodia

Abstract

This study investigated the positive influence of price, promotion, location, tangible service quality, intangible service quality, brand equity, and satisfaction towards customer loyalty by selecting Shinta Mani Hotels at Siem Reap in Cambodia as a case study. The total of 220 usable survey questionnaires was collected from the repeating customers of Shinta Mani Hotels during August to October 2017. Descriptive statistics including frequency, percentage, mean, standard deviation; and multiple regression analysis were conducted to test the research framework. Remarkable information from the analysis of multiple regression at .01 level of significant revealed that intangible service quality (β = 0.490) was the most effective factor which had positive impact toward satisfaction than other factors, followed by tangible service quality, price and location and promotion respectively. Moreover, satisfaction (β = 0.696) played an important moderating role on enhance customer loyalty intention. It was found that satisfaction worked better than brand equity to impact positively on customer loyalty. The result also found that price, location, tangible service quality and intangible service quality had positive influence on customer satisfaction. Same way, brand equity and satisfaction certainly had strong influence on customer loyalty as well according to the equation result. Finally, managerial implications and suggestions for future researches were also discussed.