Hotel Service Quality And Customer Loyalty In Jordanian Hotels : A Case Study Of Marriott Hotels Chain
| dc.contributor.author | al-Rousan, Ramzi Mahmoud Refai | |
| dc.date.accessioned | 2018-08-30T06:14:25Z | |
| dc.date.available | 2018-08-30T06:14:25Z | |
| dc.date.issued | 2011-05 | |
| dc.description.abstract | In the ever challenging Jordanian hotel industry, service quality is an extremely important competitive policy to maintain customer support and build a strong customer base. The efforts by hotels to win and retain customer loyalty by providing enhanced quality services is ever evolving and becoming more and more challenging. This study attempts to examine the relationship among tourism service quality, customer satisfaction and customer loyalty in three selected Jordanian hotels which are branches of a five-star hotel chain. A total of 390 surveys were administrated to tourists who were staying at three branches of the Marriott hotel group in Jordan. The results show that dimensions of service quality such as empathy, reliability, responsiveness and tangibility significantly influence customer satisfaction, which in turn influences customer loyalty. Specifically, among the dimension of tourism service quality, the most significant predictor of customer loyalty is tangibility. This study implies that five star hotels in Jordan should also come forward and try their best to improve their tourism service quality to win and retain their customers’ loyalty. This study also aims to investigate the service quality expectations of the hotel customers and evaluate their satisfaction with regard to tourism service quality (TSQ) in five-star hotels in Jordan. The evaluation of service quality is adapted from the SERVQUAL model. For the purpose of achieving the objectives of this study, questionnaire surveys were used to measure visitor satisfaction. The questionnaire instruments were developed from previous studies and contained 23 proposed TSQ items. From the 322 questionnaires collected, only four service quality dimensions were found to be positively related to customer satisfaction. After that interviews were carried out to support the reliability of the survey. Among the four dimensions, assurance was the highest predictor in measuring customer satisfaction. Therefore, the quality of service is directly related to the customer satisfaction. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/6482 | |
| dc.language.iso | en | en_US |
| dc.publisher | Universiti Sains Malaysia | en_US |
| dc.subject | Hotel service quality and customer loyalty | en_US |
| dc.subject | in jordanian hotels | en_US |
| dc.title | Hotel Service Quality And Customer Loyalty In Jordanian Hotels : A Case Study Of Marriott Hotels Chain | en_US |
| dc.type | Thesis | en_US |
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