Marketing strategy, customer relationship management (CRM), and service quality on brand loyalty of Four-Star Hotels in Thailand

Abstract

Now a days, in a competitive hotel market, brand loyalty is the major concern of hotels. Because the brand loyalty has vital importance for hotel industry to achieve higher performance. Hotel management and other practitioners are trying to identify and promote factors effecting the brand loyalty. Therefore, this study is attempted to examine the role of marketing strategy, service quality and customer relationship management (CRM) in brand loyalty among four-star hotels. Primary data collected from the four-star hotels of Thailand is used to examine the relationship between marketing strategy, service quality, CRM and brand loyalty. Data is collected through questionnaire and analyzed through Partial Least Square (PLS). Results of the study proved the important contribution of marketing strategy, service quality and CRM in brand loyalty. The combination between marketing strategy, service quality and CRM can promote brand loyalty among four-star hotels of Thailand. Therefore, management of four-star hotels should promote marketing strategy, service quality and CRM to enhance brand loyalty.