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Relationship of Service Quality and Customer Loyalty through the Moderating Effect of Socio Demographic Characteristics

International Journal of Hospitality and Tourism Systems

Volume 6 Issue 2

Published: 2013
Author(s) Name: Sher Akbar | Author(s) Affiliation: Assistant Professor, Department of Tourism and Hospitality, Abdul Wali Khan University, Pakistan
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Abstract

The perception of service quality is different from person to person by consuming good and services. There would be hardly any single service which equally valuable to customer. Previous researches regarding relationship of service quality and customer loyalty has been largely neglected the issue of socio-demographic variables. This research is carried out to evaluate that how socio-demographic factors can influence customer perception on their loyalty in hotel industry? A survey questionnaire was employed for data collection where multiple regression analysis was used for data analyses. The findings of this research show that the strength of relationship between service quality and customer loyalty strongly influenced by socio demographic characteristics of customers. Specifically, age, gender, marital status, education, occupation, income, length of stay, frequent stay and purpose of visit were important moderators of the service quality and customer loyalty.

Keywords: Service Quality, Socio-Demographic Profile, Customer Loyalty, and Hotel Industry.

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