Brand image effects on customer loyalty in NAZA Hotel

Loyalty of a firm’s customer has been recognized as the dominant factor in a business organization’s success. This study helps us extend our understanding of the relationship between customer loyalty, customer satisfaction, and image. The objective of this paper is firstly to determine the current level of customer loyalty towards NAZA HOTEL, Melaka. Secondly, to determine the customer’s perception towards the factors of brand image. Thirdly, to study the relationship between selected respondent profiles with the customer loyalty and thirdly to examine the relationship between customer loyalty and image in the hotel industry. Lastly is to provide suggestion to the hotels management how to improve their service. The respondent of this study were among the NAZA HOTEL, Melaka guests and 80 questionnaires had been distributed. The factors of brand image that contribute to the customer loyalty are the employee attitude, physical environment, facilities, services and location. Most of the factors of brand image have strong and significant relationship with the customer loyalty with the significant at the .000 <0.05 level. The objective of this research is also to identify the factors of image and customer satisfaction that are positively related to customer loyalty in the hotel industry. The findings indicate that factors of brand image are positively correlated to customer loyalty. Beside that the research also comes out with the recommendations in order to improve the hotel’s performance.