The Effect of Sustainable Development Goals on Customer Satisfaction, Customer Loyalty and the Role of Brand Image in Green Hotels

Abstract The study delves into the interplay between Sustainable Development Goals (SDGs) and their influence on customer satisfaction, brand image, and loyalty in the green hotel industry. It highlights the significance of environmentally responsible practices as a key driver of brand perception and customer trust. The research demonstrates how SDG-centric strategies not only enhance a hotel's environmental profile but also bolster its market position by aligning with evolving customer values. This alignment is shown to be imperative in the hospitality sector, where customer choices are increasingly swayed by social responsibility and environmental stewardship. Furthermore, the study explores the dynamics between a strong, SDG-driven brand image and its cascading effects on customer loyalty, underlining the economic and ethical imperatives of sustainable practices in the hotel industry. It provides a comprehensive analysis of the reciprocal relationship between sustainable business practices and customer perception, offering valuable insights for hoteliers seeking to integrate SDGs into their operational models to foster customer loyalty and drive long-term success. JEL classification numbers: F64, M14, M31. Keywords: SDGs, CSR, Green development, Customer satisfaction, Customer loyalty, Brand image.