MEASURING THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN THE UAE HOTEL INDUSTRY PERSPECTIVE
Abstract
Customer satisfaction is important to evaluate why hotels succeed or fail, and why do hotels have varying levels of performance. It seems that hotels that provide higher service quality do have higher levels of performance that confirms a higher number of satisfied customers. If it impacts the organization's performance, then it is important to know the relationship between customer satisfaction and customer loyalty. This study has investigated the relationship between customer satisfaction and customer loyalty in UAE hotel industry perspective. Primary data were used to identify the relationship strength between customer satisfaction and customer loyalty. The use of primary data enabled the researcher to measure all the dimensions. This study is significant in the sense that it will allow the understanding of the concept and framework of the customer satisfaction and customer loyalty relationships that takes into account the comparative nature with conventional business. This will also support and enrich theory and model of service quality in UAE’s business environment. Finally, this will generate greater awareness among UAE hotel industry on the importance of service quality and its effectiveness.
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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.266
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