The Relationship between Hotel Rating, Customer Loyalty and Electronic Word of Mouth: Evidence from Egyptian Hotels

Document Type : Original Research

Authors

1 Lecturer, Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University

2 Assistant Professor, Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University

Abstract

This research aims to identify the relationships between hotel ratings by customers, customer loyalty, and electronic word of mouth through structural equation modeling. The study relied on the descriptive approach. Field data were collected using a survey form distributed to 420 customers in five-star hotels in Sharm El Sheikh. The results showed that the interaction between hotel ratings and electronic word of mouth had a significant effect on customer loyalty. Therefore, the study recommends that hotels should conduct a yearly service audit by means of a mystery shopping assessment, social media review (EWOM), or panel interviews with guests. linking between online ratings and hotel surveys to monitor the satisfaction of its guests continuously. the Ministry of Tourism and Antiquities launching an official platform for hotel ratings by customers and including these reviews in the official stars rating. The hotel has a policy in place regarding the receiving, documenting, and resolving of complaints received through the hotel system, in person, or on social media. Records of this practice should be available and kept for at least 3 years on a hotel website to help customers when searching for hotels.

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