Managing Customer Retention of Hotel Industry in Malaysia

This study conceptualized the customer retention of three star hotels in Malaysia by measuring the hotel's room service quality and customer's consumption emotions, moderated by customer's satisfaction. This will facilitate authors the reasons and importance of room service and their sense for customer choice to procure same service for their next stay especially in middle class hotels. The target for purposive sampling is three star hotel s’ customer around Malaysia segregated by all 14 states. Findings on the critical factors for customer retention will provide benchmarking for Malaysian hoteliers in strategizing their room service quality.