Influence of Sustainable Hospitality Supply Chain Management on Customer Satisfaction and Loyalty

In recent years, the convergence between supply chain and sustainability and sustainability topics has been paid much attention in the hospitality and hotel industry. The present study investigates the effects of sustainable hospitality supply chain management (SHSCM) on customers’ satisfaction and loyalty at Yazd hotels.

This study was applied in terms of goal and descriptive-survey in terms of method. The unlimited statistical population of this study included customers of 10 Yazd’s representative hotels. To do the research, the hypotheses and relevant necessity of the research were developed. Considering the research literature and its background, a questionnaire was developed to distribute it among 150 samples after its validity and reliability were confirmed using Cronbach’s alpha. Also, PLS test was used for research data analysis.

The results show that the environmental dimension of SHSCM has a positive and significant effect on satisfaction and its economic dimension has a positive and significant effect on customer satisfaction and loyalty. The environmental dimension of SHSCM does not have a positive and significant effect on loyalty and its social dimension on satisfaction and loyalty.

In sum, hospitality businesses need to employ different strategies as for the three mentioned dimensions to improve satisfaction and loyalty of customers, increase corporate performance, and create internal advantages for themselves and the whole society in the long run.

The innovation of this research is to select between two variables of satisfaction and loyalty among customers’ perceptions and attitudes and choose Yazd’s hotels among the businesses at hospitality at the national level.