Influence of Supply Chain Management on Customer Loyalty in the Hotel Business for Sustainable Business

This study aims to 1. validate the underlying constructs of supply chain management influencing customer loyalty within the hotel industry in the context of business sustainability, and 2. analyze the causal influence of supply chain management on customer loyalty within the hotel industry in the context of business sustainability. The research sample comprised 252 hotel executives and supervisors from member hotels of the Thai Hotels Association, selected via multistage sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM). The model demonstrated an acceptable fit to the empirical data, as indicated by fit indices x2 = 223.27, df=172, p-value = 0.005, x2/df=1.29, RMSEA=0.076, SRMR=0.092, CFI=0.91, GFI=0.91 AGFI=0.90, NNFI=0.94 and NFI=0.90. The latent variables collectively accounted for 54% of the variance in customer loyalty. The results further identified supply chain management, corporate social responsibility, and customer satisfaction influence on loyalty. Based on these findings, hotel operators are advised to prioritize initiatives that enhance customer satisfaction, particularly in relation to room quality and service excellence. Concurrently, improving risk management practices within the supply chain and expanding corporate social responsibility efforts—especially through community engagement—are essential strategies. These approaches contribute significantly to fostering customer loyalty and promoting the sustainable development of hotel businesses.