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The Impact of Physical Environment Factors in Hotels on Arab Customers’ Loyalty

Difusion date: 
Wed 08 Jan 2014

The study reported in this paper reports the results of examining the effects of physical factors at hotels (i.e., exterior design, equipments, and ambient conditions) on customer loyalty. Employing a questionnaire based on Parasuraman, Zeithaml, and Berry (1988), Bitner (1992), Wakefield and Blodgett (1996, 1999), and Skogland and Siguaw (2004), data were collected from 209 respondents in some hotels in Al-Ladhiqiyah, Syria. Data were analysed using descriptive statistics and regression analysis. This study reveals that all physical environment factors (i.e., the design of the hotel, the equipment at hotels and the ambient conditions) had the greatest influence on customers’ loyalty. The results also showed that among the three variables of physical environment, the design of hotels had the greatest influence on customers’ loyalty with p≤ 0.01. It is recommended that managers and owners of hotels can take into consideration of the important role of physical environment as one of the best drives for customers’ selection and recommendations of hotels to their friends and relatives.