MEASURING THE MEDIATING ROLE OF CUSTOMER SATISFACTION BETWEEN SERVICE QUALITY AND CUSTOMER LOYALTY IN UAE HOTEL INDUSTRY
Abstract
Tourism has become one of the most essential segments of economy for these Asian countries. Rapid economic growth, political stability, and aggressive tourism campaigns by the governments have strongly enhanced the growth of tourism in this region. This study is primarily designed to review the relationship of service quality and customer satisfaction that leads to customer loyalty in UAE hotels. The study focused on the country UAE and in particular UAE’s hotel sector. Thus, this study has attempted to forward more understanding on the subject matter. This study has employed survey method for data collection where a larger population can be covered in a shorter time. For this research, primary data were used to identify the impact of customer satisfaction between service quality and customer loyalty. In this study, the sample consists of customers who are available within Dubai city. A total sample size of 300 was adequate for this study. The samples for this study were the customers who stay minimum one night is hotels in. In order to attract new customers, manager must first focus on their existing customers. It is because, to take care the existing customers will maintain their profit rather than to attract new customers that mostly will incur higher cost. Companies need to retain existing customers with effectively satisfy their needs so that the existing customers become loyal with their businesses
Article visualizations:
Keywords
References
Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170-192.
Akhbar, M. M. & Parvez, N (2009). Impact of service quality, trust, and customer satisfaction on customer loyalty. ABAC Journal, 29(1), 24-38.
Akhtar, A., & Zaheer, A. (2014). Service Quality Dimensions of Islamic Banks: A Scale Development Approach. Global Journal of Management and Business Research, 14(5), 11-20.
Azam, S. M. F. and Moha Asri A., (2015).“Differential Roles between Owner and Manager in Financial Practice That Contributes to Business Success: An Analysis On Malaysian Small Business”, Accepted in European Journal of Social Sciences Education and Research for the upcoming volume.
Azam, S. M. F., Haque, A., Sarwar, A. and Anwar, N. (2014), “Training Program Effectiveness of Service Initiators: Measuring Perception of Female Employees of Bank Using Logistic Approach”, Asian Research Journal of Business Management, 1 (2): 98-108
Bagaeen, S. (2015). Brand Dubai: The Instant City; or the Instantly Recognizable City. International Planning Studies, 12(2), 173-197.
Baker, D. A. (2013). Service Quality and Customer Satisfaction in the Airline Industry: A Comparison between Legacy Airlines and Low-Cost Airlines. American Journal of Tourism Research. 2(1), 67-77.
Bond, EU & Fink, RL (2003). Customer satisfaction and the marketing‐quality interface’, Journal of Business & Industrial Marketing, vol. 18, no. 3, pp. 204-218.
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65(7), 34-49.
Byrne, B. M. (2016). Structural Equation Modelling with AMOS: Basic Concepts, Applications, and Programming (2nded.). New York: Routledge.
Caruana, A. (2002). Service loyalty – the effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-827.
Chen, W. (2009). E-services and tourism: A case study of UAE hotel industry. Paper presented at the 9th International Conference on Electronic Business, Macau, November 30 - December 4.
Choi, T. Y., & Chu, K. S. (2011). Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry. Journal of Vacation Marketing, 20, 277-297.
Cronin, J. (2003). Looking back to see forward in services marketing: some ideas to consider. Managing Service Quality, 13(5), 332-337.
Crosby, L. A., Evans, R., K., & Cowles, D. (1990). Relationship Quality in Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(7), 71-84.
Dahari, Z., Rahman, S. and Azam, S. M. F. (2011), ”Customer satisfaction with mobile phone operators: an exploratory study in Kuala Lumpur”, Malaysia. Indian Journal of Marketing, 41 (5). pp. 39-47.
David Mc. A. Baker (2013). Service Quality and Customer Satisfaction in the Airline Industry: A Comparison between Legacy Airlines and Low-Cost Airlines. American Journal of Tourism Research. Vol.2, No.1, pp.67-77.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300. http://doi.org/10.1016/j.ijinfomgt.2009.10.001
Ding, D. X., Hu, P. J., & Sheng, O. L. (2011). e-SELFQUAL: A scale for measuring online self-service quality. Journal of Business Research, (5), 508.
Ekinci, Y., & Riley, M. (2013). A critique of the issues and theoretical assumptions in service quality measurement in the lodging industry: time to move the goal-posts? Hospitality Management, 17, 349-362.
Felix, R. (2017). Service Quality and Customer Satisfaction in Selected Banks in Rwanda. Journal of Business & Financial Affairs, 6(1), 246-256.
Gibson, C. (2009). Using SERVQUAL to Assess the Customer Satisfaction Level of the Oregon HIDTA ISC Analytical Unit. Hatfield School of Government Executive Master of Public Administration. Retrieved from http://www.pdx.edu/cps/sites/www.pdx.edu.cps/files/Using SERVQUAL to assess the customer satisfaction level of the Oregon HIDTA ISC alan - Chris Gibson-1.pdf
Gilbert, G. R., & Veloutsou, C. (2006). A cross-industry comparison of customer satisfaction. The Journal of Services Marketing, 20(5), 298-308.
Gilbert, G. R., Veloutsou, C., Goode, M. M. H., & Moutinho, L. (2014). Measuring customer satisfaction in the fast food industry: a cross-national approach. The Journal of Services Marketing, 18(5), 371-383.
Gissing, S., & Wallace, D. (2014). Dubai Retail Snapshots. Dubai: Colliers International.
Grzinic, J. (2007). Concepts of Service Quality Measurement in Hotel Industry. Ekon. MisaoPraksaDbk. God XVI (2007). Br. 1. (81-98).
Gundersen, M. G., Heide, M., & Olsson, U. H. (2015). Hotel guest satisfaction among business travellers: What are the important factors? The Cornell Hotel and Restaurant Administration Quarterly, 37(2), 72- 81.
Hafeez, S., & Muhammad, B. (2012). The Impact of Service Quality and Customer Satisfaction on Customer’s Loyalty : Evidence from Fast Food Restaurant of Malaysia. International Journal of Business and Social Science, 3(1), 15-29.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (7th Global ed.). Upper Saddle River: Pearson Prentice-Hall.
Haque A., Sarwar, A., Azam, S. M. F. and Yasmin, F. (2014), “Total Quality Management Practices in the Islamic Banking Industry: Comparison between Bangladesh and Malaysian Islamic Bank”, International Journal of Ethics in Social Sciences, Vol. 2 No. 1, pp.5-18.
Haur, C. H., Khatibi, A. and Azam, S. M. F. (2017), “Antecedents of Consumers’ Perception towards Online Advertising in Malaysia: The Structure Equation Modeling Approach”, European Journal of Management and Marketing Studies, 2 (3): 15-30
Karna, S, Junnonen, JM &Sorvala, VM (2009). Modeling structure of customer satisfaction with construction’, Journal of Facilities Management, vol. 7, no. 2, pp. 111-127.
Kheng, LL, Mahamad, O, Ramayah, T & Mosahab, R (2010). ‘The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia’, International Journal of Marketing Studies, vol. 2, no. 2, pp. 57-66.
Lierop, D. V., & El-Geneidy, A. (2016). Enjoying loyalty: The relationship between service quality, customer satisfaction, and behavioral intentions in public transit. Research in Transportation Economics, 59, 50-59.
Liu, W. –K., Lee, Y. –S., & Hung, L. –M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry.
Journal of Foodservice Business Research, 20(2), 146-162.
Markovic, S. (2014). Measuring service quality in the Croatian hotel industry: A multivariate statistical analysis. Našegospodarstvo, 50(1–2), 27–33.
Masad, M. (2015). Dubai: What cosmopolitan city. ISIM Review, 22(autumn), 10-11.
McAlexander, J. H., Kaldenberg, D. O., &Koeing, H. F. (1994). Service quality measurement: Examination of dental practices sheds more light on the relationships between service qualities, satisfaction and purchase intentions in a health care setting. Journal of Health Care Marketing, 14(3), 34-40.
Moha Asri A. and Azam, S. M. F., (2015).“Mediating Relationship of Financial Practice Between Financial Knowledge and Business Success: An Empirical Study on Malaysian Small Business”, Accepted in Australian Academy of Business and Economics Review (AABER) for the upcoming volume.
Moha Asri A., Noor Hazilah A. M., Ahsan, K. and Azam, S. M. F. (2014a), “Service Quality and Consumer Perception on Retail Banking Facilities and Employees’ Courtesy in Malaysia and New Zealand”, European Journal of Social Sciences Education and Research, Special Edition: August.
Moha Asri A., Noor Hazilah A. M., Owolabi, B. Y., Ahsan, K. and Azam, S. M. F. (2014b), “Determinants of Customer Satisfaction on Retail Banks in New Zealand: An Empirical Analysis Using Structural Equation Modeling”, Global Economy and Finance Journal, Vol. 7 No. 1, pp. 63 – 82
Mohamed, A., and Ahmadani, S. (2011). Service Quality Perspectives and Customer Satisfaction in Commercial Banks Working in Jordan. Middle Eastern finance and Economics. Issue 14, pp.60-72.
Pallant, J. (2007). SPSS Survival Manual: A Step by Step Guide to Data Analysis using SPSS for Windows (3rded.). Berkshire: Open University Press, McGraw-Hill.
Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.
Sephton, P (2013). Modeling Customer Satisfaction: A Panel Cointegration Perspective of the Limited Service Restaurant Sector’, The Open Economics Journal, vol.6, pp. 11-17.
Tarofder, A. K. and Azam, S. M. F. and Jalal, A. N. (2017), “Operational or Strategic Benefits: Empirical Investigation of Internet Adoption in Supply Chain Management”, Management Research Review, 40 (1): 28-52
Tham, J., Yazid, M. S. A, Khatibi, A. A. and Azam, S. M. F. (2017), “Internet and Data Security – Understanding Customer Perception on Trusting Virtual Banking Security in Malaysia”, European Journal of Social Sciences Studies, 2 (7): 186-207
Ullah, K. T, Nahar, R. and Azam, S. M. F., (2014), “Measurement of Relative Significance of Attitude of Occupational Fulfillment Factors and Satisfaction Differences between Private and Public Hospital Nurses in Bangladesh”, The International Journal Of Business & Management, Vol.2, No.9, pp.1-6
Voon, BH (2011). Service Environment of Restaurants: Findings from the youth customers’, Journal of Asian Behavioral Studies, vol. 1, no. 2, pp. 45-56.
Xu, J. B., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality, 22, 346-357. http://dx.doi.org/10.1108/09596111011018179.
Zeithaml, V. A., & Bitner M. J. (2003). Services Marketing (2nd ed.). New York: McGrawHill. Inc.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(4), 31-46.
Zeithaml, V.A. (2000). Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn. Journal of the Academy of Marketing Science. Vol.28, No. 1, pp. 67-85.
DOI: http://dx.doi.org/10.46827/ejmms.v0i0.265
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 Hassan Abbas Dost Mohamad, Mohd Shukri Ab Yazid, Ali Khatibi, S. M. Ferdous Azam
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
