Customer Satisfaction and Customer Loyalty: A study of budget and luxury hotels of U.K.

In this globalised and intensely competitive world, it is very necessary to retain existing customers. Thus customer loyalty has become need of the hotel organisations. But to gain customer loyalty, it is necessary for the organisations to know about the factors which are influencing customer loyalty. So, the aim of this research is to explore the factors which influence customer loyalty and to analyse the performance of the budget and luxury U.K. hotels in those factors. To achieve the aim of the research, first those factors were being explored by using existing literature. The factors which are influencing customer loyalty are customer service, hotel cleanliness, room quality, value for money, food quality and family friendliness. To analyse the performance of the hotels in terms of these factors quantitative method was being used. Data for primary research was collected from laterooms.com. Ramanathan and Ramanathan, (2011) is being used as framework for the research. Results are being presented by using graphs. After carefully analysing data, customer service, hotel cleanliness and room quality are found the major influencing factors.