Factors Affecting on Customer Loyalty in Hotels service in Thanh Hoa, Vietnam

Vietnam is a country that is rich and diverse in tourism resource at many different regions. Along with the transformation of the economy into the service sector under the guideline of the Government, researches in this field on customer loyalty, which reveal important reasons for going back to use service from customers should be done at different areas. The paper’s purposes are to systematize the theoretical basis on customers’ loyalty, from those determine the factors affecting the customer’s loyalty using hotel services in Thanh Hoa province, where has full of potentials for developing tourism industry of the country. By using qualitative and quantitative research, relations and level of impact between influencial factors have been illustrated, which are sources of basic orientation for improving the quality of hotel services, customer satisfaction and customer loyalty in hotels at Thanh Hoa. Specifically, the results showed that Tangible and Intangible elements, Perceived Value, Brand Image, Customer Relationship Management, Satisfaction and customers’ demographic profile both have a positive impact on Customer Loyalty, of which satisfaction has strongest effect, followed by Intangible and Tagible elements, Brand Image, Perceived Value, and finally CRM