Customer Perceptions Of Hotel Restaurants’ Service Quality And Customer Loyalty Of Four And Fivestar Hotels In Jordan
Loading...
Date
2015-09
Authors
ABUKHALIFEH, ALAA NIMER MOUSA
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Hotel restaurant’s service quality is an extremely important competitive
policy to maintain customer support and build a strong customer base. Efforts by
hotel restaurants to win and retain customer loyalty by providing enhanced quality
services are ever evolving and becoming increasingly challenging. This research
attempts to examine the relationship between hotel restaurant’s service quality
dimensions, customer satisfaction and customer loyalty in four- and five-star hotels
in Amman, Irbid, Madaba, Dead Sea, Petra and Aqapa in Jordan, where most of the
hotels in the country are concentrated. The evaluation of hotel restaurant service
quality is adapted from the SERVQUAL model. For the purpose of achieving the
objectives of this research, questionnaire surveys were used to measure customer
satisfaction and customer loyalty. The questionnaire instruments were developed
from previous studies and contained 40 proposed hotel restaurants’ service quality
dimensions items (HRSQD). A total of 430 questionnaires were collected from
customers and tourists who were staying at four- and five-star hotels in Jordan. The
results show that dimensions of hotel restaurant service quality such as
responsiveness, reliability, assurance and empathy significantly influence customer
satisfaction, and that among the dimensions of hotel restaurant service quality, the
most significant predictor of customer loyalty is assurance and empathy. Therefore,
the quality of hotel restaurant service is directly related to customer satisfaction.
However, hotel restaurant service quality is indirectly related to customer loyalty. In
other words, the indirect effect of hotel restaurants service quality dimensions on
customer loyalty was satisfactory. Theoretically, the findings showed that
customers will only be satisfied when the service is perceived to be enjoyable and
of high quality. Satisfaction is also one of the determinants influencing customers’
choice of four- or five-star hotel restaurants they will dine in. It was also found that
customer satisfaction directly related to customer loyalty. Normally a customer
would remain loyal to a certain hotel if the customer continues to enjoy the same or
even better satisfaction with the services provided by the hotel’s restaurants. The
results of this research could provide hoteliers, planners and marketers in Jordan
with an increased understanding of the concept of HRSQD and teach them how
they can continually improve their hotel restaurants’ services.
Description
Keywords
Customer Perceptions Of Hotel Restaurants’ Service Quality , And Customer Loyalty Of Four And Fivestar Hotels In Jordan