THE EFFECT OF HOTEL IMAGE, CUSTOMER COMMITMENT, AND PERCEIVED VALUE ON CUSTOMER LOYALTY TOWARDS LODGING SERVICE OF HOTELS IN VUNG TAU CITY
Keywords:
Customer loyalty, Customer commitment, Perceived value, Hotel image
Abstract
This study was conducted to determine the effect of customer commitment, hotel image, and perceived value on customer loyalty in the hotel sector. The study used an online survey and obtained 342 qualified responses. Reliability analysis (Cronbach's Alpha), confirmatory factor analysis (CFA), and Structural Equation Modelling (SEM) were performed to evaluate the reliability of the model and the relationship among the variables. The analysis results showed that the impact of customer commitment, and perceived value on customer loyalty in the hotel sector are supported. However, the relationship between hotel image and customer loyalty is not supported
