Loyalty of national guests: a case study of the Douro Hospitality

• Autor(a) principal: Magalhães, Daniela Tomaz
• Data de Publicação: 2020
• Outros Autores: Veloso, Cláudia Mirando, Sousa, Bruno Barbosa
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v0i34.22363

Building customer loyalty is not an easy task, given that customers are increasingly informed and demanding. Thus, it is necessary to know the determinants of guest loyalty, so that hotels can effectively implement their business strategies.  This work aims to assess the degree of satisfaction of Portuguese guests of Hospitality of the Douro and also analyze the determinants of their loyalty. To this end, an investigation model was proposed to examine how perceived service quality and corporate social responsibility (CSR) affect guest satisfaction and loyalty, as well as how they interact with corporate image, perceived value and price. Data analysis was performed using the structural equation model (SEM).The findings reveal that the quality of service and CSR have a positive effect on the satisfaction and loyalty of the national guest. These two variables are also antecedents of the variables: perceived value, corporate image and price. The findings of this investigation provide useful information on how hotels should establish a CSR policy that promotes quality of service, corporate image and customer satisfaction, and consequently guides guest loyalty and the competitiveness and sustainability of Douro Hotel Industry.