Hotel image and reputation on building customer loyalty: An empirical study in Macau

The relationship between corporate image and reputation has not been well investigated because most studies only analyze corporate image or reputation separately. This study aims to evaluate the roles of hotel image and reputation by examining their influences on the processes that create customer loyalty toward a hotel. It involves the examination of the interrelationships between hotel image, service quality, perceived value, customer satisfaction, hotel reputation, customer commitment, and customer loyalty. The data collected from 442 respondents is analyzed by using structural equation modeling analysis. The Sobel test is employed to examine the significance of mediation effects related to hotel image and reputation. The results of this study indicate that hotel image is an antecedent of hotel reputation, and all the above factors play a significant role in building customer loyalty. These findings help hotel marketers to formulate an appropriate image for establishing a reputation for enhancing customer loyalty.