Exploring the Effects of Satisfaction, Cognitive Loyalty, Affective Loyalty, and Conative Loyalty on Behavioral Loyalty of Hotel Customers

Abstract

This paper aims to investigate the relationship between satisfaction and the different dimensions of customer loyalty. Customer loyalty is essential for various businesses; however, in the tourism and hospitality literature, many studies have treated customer loyalty as a unidimensional construct. This paper investigates in-depth relationships among different stages of customer loyalty, including cognitive, affective, conative, and behavioral loyalty. The context of this study is in the hotel business. Data were collected from 490 Thai domestic tourists, and the findings demonstrate that customer loyalty is more complex than a linear, sequential formation, as all stages of attitudinal loyalty and satisfaction can directly influence behavioral loyalty. Hence, it provides additional insights for the conceptualization of customer loyalty.