Factors Effecting Customer Loyalty in The Hotel Sector: Moderating the Role of Collective Vs. Individualistic Culture

Abstract

In the current era of intense competition, it is crucial for hotels to maintain customer loyalty. This study investigated the impact of service quality, CSR activities, and customer experience on customer loyalty, with a focus on the mediating role of corporate reputation. This study also investigated the moderating influence of collectivistic and individualistic cultures. The data was collected from hotel customers in Saudi Arabia. The questionnaire was developed based on a review of previous literature in order to collect data from the participants. A total of 300 questionnaires were distributed to respondents, and 208 of these responses were deemed usable for analysis. The collected data was analysed using the Statistical Package for the Social Sciences (SPSS). The results of the study showed that corporate reputation has a positive effect on loyalty. Moreover, CSR, service quality, and experience also have a positive effect on reputation. These findings also confirm the mediation of reputation and the moderating effect of collective culture. The study discusses the implications and limitations in detail