Analyze influencing factors on the loyalty of customers to Ninh Kieu 2 hotel in Can Tho City

Abstract

The objective of the study was to determine the factors affecting customer loyalty to the Ninh Kieu 2 hotel in Can Tho City. The study combined qualitative and quantitative research methods, and the research model built included Overall Service Quality (Reliability, Responsiveness, Assurance, Empathy, and Tangibility), Brand Reputation, and Corporate Social Responsibility. The study collected data from a sample size of 392 customers who had stayed at the Ninh Kieu 2 hotel. The results of data analysis of the PLS-SEM model showed that there were three main factors affecting customer loyalty, in decreasing order of influence: Overall service quality, Brand reputation, and Corporate social responsibility. From the research results, some managerial implications for managers at the Ninh Kieu 2 hotel to improve customer loyalty were proposed.