ฉันรักแปลThe primary objective of this study is to examine the relationships between hotel image, customer
satisfaction and loyalty of the selected hotels in Labuan. The study also examines the mediating effect of
customer satisfaction on the relationship between hotel image and customer loyalty. Data from 210
hotel’s customers were used for the statistical analysis. The multiple regression analysis results show
that all of the dimensions of hotel image attributes have a significant effect on customer satisfaction.
However, only one dimension of hotel image i.e. contact personal was found to have no significant
influence on customer loyalty. The results also indicate that customer satisfaction does influence
customer loyalty. The results from hierarchical regression show that customer satisfaction does mediate
the relationship between hotel image attributes and customer loyalty. Managerial implication,
limitations of the study and recommendations for future researchers are also included in the study.
Keywords: Hotel Image, Customer Satisfaction, Customer Loyalty
International