The impact of the corona virus is changing every day as the number of
cases and mortality continues to rise and governments and companies
around the world are taking steps to eradicate the disease. Corona virus
is a major challenge for the hotel industry and retaining customers and
generating revenue. Because it affects both the data and the ability to
predict the future. Therefore, hotels must strive to maintain the loyalty
of their customers. Based on the basic tenets of theories of justice, the
Fairness Perception Scale has been developed for reward programs. This
scale includes two sub-categories: value-based fairness and relationshipbased
fairness; Which corresponds to distributive and interactive justice.
The present study seeks to establish brand loyalty through reward
systems with a mediating role of brand commitment in 5 star
international hotels in Shiraz. The research method was descriptive
survey. The research questionnaire was distributed among 385 people
from the statistical population who are all customers of 5-star
international hotels in Shiraz. The standard questionnaire of Huang et al.
(2019) was used to measure the research variables. The reliability of the
questionnaire is 0.901. To answer the questions and test the research
hypotheses with Smart-PLS software, the method of structural equation
analysis and path analysis using partial least squares (PLS) method was
used. The results showed that value-based fairness has a significant
effect on brand commitment and brand loyalty of 5-star international
hotels in Shiraz. The results confirm the significant effect of fairness
based on relationship on brand attachment and brand loyalty to 5 star
international hotels in Shiraz. The results also show that brand
attachment has a significant effect on brand loyalty to 5 star international
hotels in Shiraz.