Impact of hotel service quality on the loyalty of customers

CITATION

Jasinskas, E., Streimikiene, D., Svagzdiene, B., & Simanavicius, A. (2016). Impact of hotel service quality on the loyalty of customers. Economic Research-Ekonomska Istraživanja, 29(1), 559-572

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ABSTRACT
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.


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