The Influence of Relationship Quality and Switching Costs on Customer Loyalty in the Malaysian Hotel Industry (original) (raw)
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The success of a firm in an outsourcing relationship depends on the loyalty of a business customer towards its service providers. Therefore, it is crucial for service providers to focus on relationship marketing strategies to increase their customers' loyalty. However, there is little agreement as to which relationship marketing strategies that should be used to maintain customer loyalty. This study intends to examine the relationships between relational norms, relationship quality, and customer loyalty. Data collected from 159 hotel managers were analyzed using partial least squares. Results of this study revealed that relational norms and relationship quality are positively related to customer loyalty.
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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 ...
INFLUENCE OF RELATIONSHIP QUALITY ON HOTEL GUESTS’ LOYALTY: A
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 the study in other service industries (e.g. banking, hospitals, insurance, food service, and hotels) and also to consider a bigger sampling frame that will have the ability to be generalize.
International Journal of Hospitality & Tourism Systems, 2015
Booming travel and tourism trade cause a tremendous growth in hotel industry in Malaysia. This industry will continue to promote country and other businesses in a good way. Therefore, the evaluation of customers' perception, satisfaction and loyalty in hospitality industry has been major of attention in marketing strategies. This research aims to evaluate customer loyalty at in-house restaurant hotels in Malaysia. To achieve this goal, this research takes two steps to better understand the role and influence of each constructs; (1) Examines customer satisfaction by considering the effect of service quality antecedents on customer satisfaction. (2) Investigates the association between customer satisfaction and loyalty by identifying the moderating role of switching cost in satisfaction-loyalty relationship. The data is collected through self-administrated questionnaire from hotels in two states of Malaysia from 200 customers who have been served at in-house restaurant of those hotels since last three months. Structural Equation Modeling (SEM) is used to analyze the reliability and validity of data and the hypothesized relationships in the proposed research model.
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.
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.
The Effects of Malaysian Hotels Services on Customer Loyalty
In recent years, the tourism industry has become more important in terms of the global economy. It is revealed that inbound tourism has become one of the major trade categories. Like other countries in Malaysia several industries involve to attract tourists in the country. The hotel industry is one of these industries affects tourists to be satisfied and desire to visit the place again. Service quality is the most important factor by which hotels influence their guests to be loyal; therefore in this study the effect of service quality on tourist loyalty will be investigated. Factors of service quality, which affected from the expected service quality and affect tourist loyalty, include tangible, reliability, responsiveness, assurance and empathy. In this study, guests of hotels, apartments and budget hotels are considered as the research population and 500 respondents from both domestic and international tourists are selected by clustering sampling. The finding of this study is helpful for hoteliers to understand the demands of their customer from different countries with
Relationship Marketing, Customer Satisfaction and Loyalty Association Moderating by Switching Cost
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.