Service Quality and the Mediating Effect of Corporate Image on the Relationship between Customer Satisfaction and Customer Loyalty in the Malaysian Hotel Industry

By Boon Liat Cheng. 2014

110 citations recorded by the source corpus.

Service quality is vital to the success of  any service organization. The rapid growth of the Malaysian hotel industry in the 2000’s forced hotel operators to seriously recognize the importance of service improvement in order to gain competitive advantage. This study aims to examine the impact of service quality on customer satisfaction, and how customer satisfaction subsequently affects customer loyalty in the hotel industry in Malaysia. This study also investigates the mediating effect of corporate image  on the  relationship between customer satisfaction and customer loyalty.  A systematic  sampling approach was adopted  to collect data through self-administered questionnaires from 500 hotel guests. Preliminary data analysis, descriptive analysis, reliability test and regression analysis were adopted to ana-lyze  the  reliability  of  items and the  hypothesized  relationships  in the  proposed  research model.  The findings revealed that perception of service quality is significantly related to customer satisfaction, which in turn generates positive customer loyalty in the hotel industry. Besides, corporate image is found to be a partial mediator in the relationship between customer satisfaction and customer loyalty. Overall, the find-ings of this study would help hotel operators to formulate and implement effective marketing manage-ment strategies to cope with the keen competition in the hotel service industry.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/11d3480c4589e092e0e60aadcae92f6930450f2e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. D. Jamshidi
2. Judit Olah
3. János Nagy
4. Y. Keshavarz
5. József Popp
6. Hossam Haddad
7. M. Pakurár

In Organizational Behavior and Human Resource Management

1. D. Jamshidi
2. Judit Olah
3. János Nagy
4. Y. Keshavarz
5. József Popp
6. Hossam Haddad
7. M. Pakurár

In Sociology and Political Science

1. D. Jamshidi
2. Y. Keshavarz

Citations in the corpus

• Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty (2018, background): “Liat and Abdul-Rashid (2013) provided a model of customer loyalty in the hotel industry in which the loyalty was affected by satisfaction, while satisfaction was influenced by the process and outcome quality.”
• The Service Quality Dimensions that Affect Customer Satisfaction in the Jordanian Banking Sector (2019, background): “In today’s marketplace, if organizations fail to provide product and service quality, they lose customers to other competitors [11].”