Volume 28 Number 3, 2023

Customer Loyalty in Online Hotel Booking Platforms

Wei-Chin Li^a, Kuei-Feng Chang^b, Chen-Ju Chen^c*
a Department of Tourism, Food & Beverage Management, Chang Jung Christian University, Taiwan
weichinli99@gmail.com
^b Guangzhou Xinhua University, P.R. China, School of Management
frank.c.nathan@gmail.com
^c Department of Tourism, Food & Beverage Management, Chang Jung Christian University, Taiwan
ikinlee2011@gmail.com

ABSTRACT

The use of electronic service platforms has been proven to effectively promote levels of customer loyalty. Due to strong market competition, consumers begin to value the quality of service provided by hotels. This study investigates possible uses of relational bonding as a variable in promoting customer loyalty within hotel businesses. A convenience sampling method was used in this study to collect 384 valid questionnaires from tourists who had previously booked online. An analysis involving SPSS and AMOS revealed that brand awareness, customized service, pricing, promotions, and information sharing practices all had a substantial impact on building customer relationships.

JEL Classification: M3, M31

Keywords: brand awareness, customer loyalty, customized service, information sharing practices, price promotion

Cite this article: 

Li, W.-C., Chang, K.-F., Chen, C.-J., 2023, Customer Loyalty in Online Hotel Booking Platforms, International Journal of Business, 28(3), 007. https://doi.org/10.55802/IJB.028(3).007