COMMUNICATION, TRUST, AND LOYALTY IN THE HOTEL SECTOR: THE MEDIATOR ROLE OF CONSUMER'S COMPLAINTS

摘要

The purpose of this study was to analyze how the relationship between communication with customers, loyalty, and trust are mediated by a correct handling of customers' complaints. A survey of 629 customers of the hotel sector, and using structural equations modeling, was used. The results demonstrated that good customer communication and information when handling claims positively and significantly influences customer loyalty and trust. Loyal and trusting customers is one of the aims of companies. These are generally determined by the communication carried out by the firm. Nevertheless, it is understandable that there is a mediator variable: the firm's handling of customers' complaints.