Re-Thinking Hotels’ Corporate Image Post Covid-19 Pandemic: Mediating Role of Perceived Value between Corporate Image and Customer Loyalty.
Md. AshrafulAzam Khan, HaslindaHashim, Yuhanis Ab. Aziz, ZaitonSamdin

Abstract
The purpose of this study is to examine the effect of corporate image and customer perceived value on customer loyalty in the Malaysian hotel industry during the Covid-19 pandemic. This study also aims to assess the mediating role of perceived value in the relationship between corporate image and customer loyalty. A purposive sampling technique was used to collect data from Malaysian and international hotel customers using both paper and online data collection methods. A total of 360 samples were used for data analysis. The result from the Structural Equation Modeling (SEM) using Smart PLS suggested that perceived value has a direct positive impact on customer loyalty in the hotel sector whereas corporate image shows no direct influence on customer loyalty. However, through the mediating effect of perceived value corporate image confirms to have a substantial effect on customer loyalty. Discussion, theoretical implications, research limitations and suggestions for future studies are also presented.

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