This study aims to proffer solutions to customer loyalty challenges at these destinations by proposing and validating
customer loyalty model using relationship marketing and social exchange theory. Based on the underpinning theories,
this study analyzed the direct and indirect influence of brand image, trust, convenience and emotion on customer loyalty
of five star hotels in Malaysia and Jordan. Further, the mediating effect of customer satisfaction on the relationship
between exogenous latent variables and endogenous latent variable was investigated. A total of 384 and 371customers
respectively of three famous hotels under the management of Starwood were sampled using convenience sampling
method for data analysis from Malaysia and Jordan.