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Advisor(s)
Abstract(s)
The aim of this paper is to understand the importance of consumer loyalty in the specific context of
Hotel Family Business. This study proposes a conceptual model to examine how perceived service quality and
corporate social responsibility (SCR) influence guest satisfaction and loyalty, and also how they relate to
corporate image, perceived value and price.
Design/methodology/approach – Through the structural equation model (SEM), a research model was
proposed to examine SQ and CSR affect satisfaction and loyalty to the Douro Family Hotel and also, how they
interact with corporate image, perceived value and price. The main purpose is to analyse the drivers of guest
loyalty and its importance for the development and sustainability of family hotels in Douro (Portugal).
Findings – The results of the study indicate that CSR and SQ perceived by the guest have a direct and positive
effect on guest satisfaction and loyalty to Douro family hotels. These variables are also determinants of the
perceived value, corporate image and price.
Research limitations/implications – The sample is restricted and obtained by the convenience technique,
but with sufficient size for the application of the structural equations model. However, the results obtained
cannot be generalised to all hotels or contexts, as they only reflect information on family hotels in the Douro.
Practical implications – Family businesses are a substantial share of the European economy, from the
industrial sector to the services industry, including also hospitality. In Portugal, family businesses likewise
play a key role, both in terms of wealth creation and job creation.
Originality/value – These findings provide knowledge to family hotels on how they should implement a CSR
policy that promotes service quality, corporate image and guest satisfaction, and therefore their loyalty and the
competitiveness of the family hotel business.
Description
Keywords
Corporate social responsibility Service quality Customer loyalty Family hotel businesses Hospitality industry
Citation
Veloso, Cláudia M.; Magalhães, Daniela B.; Sousa, Bruno Barbosa; Walter, Cícero; Valeri, Marco. (2021). Encouraging consumer loyalty: the role of family business in hospitality. Journal of Family Business Management. ISSN 2043-6238. p. 1-19