An Investigation of Satisfaction and Loyalty in the Virtual Hospitality Environment

This paper examines satisfaction and loyalty in a virtual environment via an online survey of members of a frequent guest program of a major hotel chain. In contrast to the view that web customers are fickle and disloyal, the web does provide an additional channel to build relationships, deliver satisfaction and create or sustain loyalty. The results of this survey show that the more customers are satisfied with the websites and e-service, the more they are willing to book via the website and to recommend the website. Thus, hotels that focus on critical eservice factors should satisfy and retain customers, as well as nurture loyalty.