THE ROLE OF SERVICE QUALITY AND RELATIONSHIP MARKETING IN HOSPITALITY INDUSTRY (original) (raw)
Related papers
Journal of International Consumer Marketing, 2008
Hospitality has turned to one of global industry which plays a great role for generating profit in most countries. The customers of such service sector which is included using facilities like restaurants, bar, pool, clubs has been considered as a luxury service users. In such a fierce market, it becomes so crucial for hospitality service owners to gain more competitive advantage over their competitors. One of different strategies to gain competitive advantage is improving customers' loyalty through adding value. Thus, this research aims to take benefit from relationship marketing as a value added concept to improve customer satisfaction and loyalty at in-house restaurants hotels in Malaysia. Hence, this study investigates the effects of three variables of relationship marketing including trust, commitment and communication towards customer satisfaction. Moreover, this research examines the association between customer satisfaction and loyalty by identifying the moderating role of switching cost. The data is collected through selfadministrated questionnaire from hotels in two states of Malaysia from 200 customers which at least have been served once at in-house restaurant of those hotels. Structural Equation Modelling (SEM) was used to analyse the reliability and validity of data and the hypothesised relationships in the proposed research model.
Revista Gestão Inovação e Tecnologias
In today's hospitality market scenario so many new budget hotels are emerging. In this competitive market and tough times, hotels are finding difficulty in retaining customers and maintain a suitable standard of hotels' food outlets facilities. The extent of Customers' enjoyment and dedication towards any organization depends on the level of services provided by them. Loyal customers are valuable assets for the company as they keep on repeat visits which lead to the growth of the firm. Therefore, the objective of this research is to look out the association between customer delight and customer returning intention in the food and beverage outlets of budget hotels. A quantitative research methodology was applied to find out the effect of quality of services upon customers' contentment.150 respondents participated in this survey. Correlation and descriptive analysis were conducted to test the hypothesis. Our results show that respondents aren't satisfied with the services provided by the in-house food service outlets of budget hotels. Additionally, price, food quality, and waiting time is not up to the mark. This research result has many practical implications for budget category hotels food outlets of Ludhiana city. It will guide them to improve the areas of weak performance and will further guide them to achieve customer satisfaction and retention.
Study on Factors Affecting Consumer Loyalty in the Restaurant Industry
International Journal for Research in Applied Science & Engineering Technology (IJRASET), 2022
This study aims to investigate the essential variables of service quality, customer value, and brand image that contribute to customer loyalty in the Bengaluru restaurant business. In addition, the purpose of this study was to validate the relationship between independent factors, such as service quality, customer value, and brand image, and the dependent variable, customer loyalty. This study utilized a simple random sample technique to pick 120 respondents who dine at various Bengaluru restaurants. The respondents' personal information has been analyzed utilizing descriptive statistics. The ideas have also been evaluated using Pearson's correlation test. All hypotheses have been found to be supported by the data, indicating that the examined variables are strongly associated with one another. Consequently, the results indicate that restaurant management should not only establish and maintain a competitive advantage in the restaurant industry market, but also devote more resources to enhancing service quality, enhancing customer value, and establishing a brand image that will ultimately contribute to securing customer loyalty.
Service Quality & Its Impact on Customer Loyalty: A Study on Tripenda Hotels Pvt. Ltd. Malampuzha
Mantech Publication Pvt Ltd, 2019
Customer loyalty is particularly important to the hotel industry, because most hotel industry segments are mature and competition is strong. Often there is little differentiation among products in the same segment. (Bowen and Shoemaker, 2003). Managing Customer loyalty through a customer relationship approach has become a significant marketing strategy given most of services which hotels offer, are intangible. It is difficult to differentiate themselves from other competitors. Because of this, hotels have been making an effort to succeed in the industry by improving service quality and the service itself in order to maximize the customers' satisfaction and ensure guests become "loyal guests". O'Malley and Prothero (2004) have defined that the purpose of relationship marketing is to create, extend and keep the relationships with customers and other stakeholders. Because of this fact, customer loyalty as relationship marketing is significant. Barsky and Nash (2002) mentioned that the emotions a guest feels during a hotel stay are vital components of satisfaction and loyalty. However it is important to recognize the difference between customer satisfaction and customer loyalty.
This paper aims to investigate the direct and indirect effects of service quality and customer satisfaction on customer loyalty in the hotel service industry. It proposes to confirm a theoretical model which has not been identified in the literature within the spectrum of the hotel industry in Indonesia. A quantitative methodology was used in this study. 182 respondents of hotel customers in Indonesia were used to gather information about their perception of service quality, customer loyalty and satisfaction. PLS-SEM was used to analyse the collected data and to specify the Structural Equation Modelling (SEM) of the hypothesised model. The results revealed that SERVQUAL affects positively on customer satisfaction and customer loyalty. Similarly, the testing showed the positive effect of customer satisfaction on customer loyalty. A significant mediation effect of customer satisfaction was found on the relationship between SERVQUAL and customer loyalty. Therefore, the proposed model helps the hotel operator in developing their customer service development program to enhance customer's satisfaction and loyalty to increase the profitability of the industry. This research contributes to hotel service industry by confirming the proposed structural model and offering insights about the customer perception, which helps hotel operators to more successfully incorporate the service quality to build customer loyalty and achieve customer satisfaction.
Hotel Restaurants Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation
Hotel Restaurants' Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation
The aim of the journal is to promote and enhance research development and innovation in the field of hospitality and tourism. The journal seeks to provide an international platform for hospitality and tourism educators, postgraduate student and researchers, to debate and disseminate research findings, facilitate the discussion of new research areas and techniques, and highlight best practices for industry practioners. The articles published in the journal take a multi-disciplinary and inter-disciplinary approach to study the marketing, finance, economics and social aspects of hospitality and tourism. Papers dealing with theoretical, conceptual and empirical aspects of the subject matter will be considered for publication.
Proposed Marketing Strategy to Increase Customer Loyalty with Customer Satisfaction at Restaurant
International Journal of Current Science Research and Review
The restaurant industry is a highly competitive space, with a large number of businesses vying for customers and trying to stand out in a crowded market. There are several factors that contribute to the competitiveness of the industry, including the abundance of options available to consumers, the increasing popularity of food delivery and takeout services, and the use of technology to enhance the customer experience. In order to succeed in this industry, restaurants must offer high-quality food and service, and also differentiate themselves from their competitors through unique offerings, strong branding, and effective marketing strategies. Additionally, restaurants must be mindful of trends and changes in consumer preferences and adapt their business models accordingly in order to stay competitive. To address these issues, the company must devise a strategy that addresses the underlying causes. This could entail conducting a market analysis and determining the needs of the target ...
Impact of hotel service quality on the loyalty of customers
The hotel business is rapidly developing due to growing demand for such services as well as the growing opportunities for travel. As a result, hotels face demanding customers, since the requirements for quality grow with an increased use of hotels' services, in order to increase the competitive ability of a hotel, the issue of customer loyalty is also important. The aim of this article is to assess the impact of the quality of hotel services on the loyalty of customers. In the article the original created methodology SERQUALOYL is presented, where two methodologies were adapted: SERQUAL methodology used in the research of service quality, and the methodology for the determination of customer's loyalty level stage, applied in loyalty research. The results of research have revealed that the conformity of expected quality with the quality experienced has a significant influence on the customer's loyalty. The hotels, in order to increase the competitive ability and to obtain a higher number of loyal customers, should firstly make the expectations of customers coincide with the offered service quality.
Influence of Relationship Quality on Hotel Guests' Loyalty: A Case Study of A Malaysian Budget Hotel
Building up loyalty through relationship marketing as in the case for a budget hotel has been found to be a long term investment and loyal customer were more tolerance towards occasional inferior performances. The objective of this study was to investigate the relationship quality of trust, commitment and satisfaction perceived by the customer that can influence their loyalty towards a budget hotel. A cross sectional data collection approach was employed on a group of 85 hotel guests who were staying in a budget hotel. This study revealed that there was a direct relationship between relationship quality and loyalty with the exception to trust. Furthermore, this study confirmed that commitment and customer satisfaction acted as important factors in building customer loyalty. This study implies to service providers in enhancing loyalty is to reach the customer through a mean of communication, customized service and comfort to the customer. Future studies suggest such as replicated of ...