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The Role of Customer Engagement in Ensuring Sustainable Development in Hospitality Sector

International Journal of Hospitality and Tourism Systems

Volume 9 Issue 1

Published: 2016
Author(s) Name: Jyoti Sharma, Raouf Ahmad Rather | Author(s) Affiliation:
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Abstract

The purpose of this study is to examine the relationship between the customer engagement and customer loyalty in ensuring sustainable development in the Indian hospitality sector. As hospitality sector have widely adopted customer engagement strategies for managing sustainable customer relationships, further understanding of this concept is essential. A probability sampling technique with a simple random approach has been used in this study. A questionnaire derived from the literature review was completed by 240 customers from four star hotels, (70% customers) and five star hotels, (30% customers) in Jammu and Kashmir, India. Exploratory factor analysis and regression analysis were used to test the constructs. The findings suggest that customer engagement make a significant contribution to the prediction of customer loyalty in ensuring sustainable development. The results suggest that hotel marketers should actively embrace strategies to foster customer engagement which ultimately builds a sustainable loyal customer relationship. The results can prove helpful to practitioners in engaging customers while branding and marketing their goods and services so as to build a sustainable loyal customer base.

Keywords: Customer Engagement, Customer Loyalty, Sustainable Development

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