Perception Of Service Quality, Value, And Satisfaction In Determining Customer Loyalty: A Study In 5-Star Hotels In Penang
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Date
2004-07
Authors
EE HUI, LIM
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Abstract
In research on customer loyalty in services, satisfaction has often been
mentioned as an important determinant. However, empirical evidence concerning
the relationship between loyalty and satisfaction has remained unclear. This
research develops a general service sector of customer loyalty from the model of
ACSI (American Customer Satisfaction Index). A key contribution to the structural
equation model is the incorporation of perception of value into an integrated of
customer loyalty. This model describes the extent to which customer loyalty is
influenced by three important factors - service quality, perceived value, and
customer satisfaction. The model is applied to customers of 5-star hotels. The
purpose of the study is to investigate the factors contribute to customer loyalty in
5-star hotel seNices. 80th cause and effect of the satisfaction (cause: service
quality and perceived value; and effect: customer loyalty) are encompassed in
this study. The study helps to exnmine and understand which of the factors that
really needs to be emphasized in determining customer loyalty.
Samples of 124 .usable questionnaires are collected and the responses
from local and international guests of the 5-star hotels in Penang are used to
analysis the hypotheses. By using SPSS software version 11.0, factor, reliability,
and regression analysis are conducted. The findings show that there are
numerous significant associations between the contextual factors and customer
loyalty.
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Keywords
Perception Of Service Quality, Value, And Satisfaction In Determining Customer Loyalty , A Study In 5-Star Hotels In Penang