Dynamics Of Customer Satisfaction, Retention, And Loyalty In Heritage Hotels Of Rajasthan

Abstract

This research investigates the impact of customer satisfaction on customer retention and loyalty in heritage hotels in Rajasthan.  This study adopts an exploratory research design to delve into the intricate dynamics of customer satisfaction and its impact on retention and loyalty in heritage hotels. The exploratory nature of the study allows for a comprehensive understanding of the relationships between these variables in the unique context of heritage hospitality. Data for this study were collected between March 2021 and July 2021. The survey instrument comprised multiple items related to customer satisfaction, retention, and to analyze the intricate relationships between customer satisfaction, retention, and loyalty, Structural Equation Modeling (SEM) was employed. Through analysis, a positive but statistically insignificant relationship is identified, suggesting a subtle influence of customer satisfaction on retention and loyalty. The implications of this study extend valuable insights for heritage hotel management in Rajasthan. The need to go beyond conventional strategies and create experiences rooted in the historical and cultural fabric of the region is emphasized. Strategic marketing, integration of technology for enhanced customer loyalty, and cultural sensitivity are identified as key factors for success. The study underscores the importance of staff development and internal marketing strategies for a seamless blend of hospitality and heritage awareness. Future research opportunities include in-depth cultural analysis, comparative studies with contemporary hotels, longitudinal studies, segmentation studies, and investigations into heritage preservation and emerging technologies' impact on guest experiences in Rajasthan's heritage hotels.