Ala`a Nimer AbuKhalifeh & Ahmad Puad Mat Som
Service loyalty, with its final effect on repurchasing by customers, appears to have received relatively little attention. This study starts by first delineating the concept of service loyalty and proceeds to distinguish between service quality and customer satisfaction. The sample consisted of 430 respondents who stayed at four- and five-star hotels in Jordan. A structured questionnaire, with a five-point Likert scale, was used. SPSS was applied to analyse the casual relationships between hotel restaurants’ service quality, customer satisfaction and customer loyalty, as well as to evaluate the hypotheses regarding relationships among model constructs. A mediational model that links hotel restaurants’ service quality to service loyalty via customer satisfaction is proposed. Results designate that customer satisfaction does play a mediating role in the effect of hotel restaurants’ service quality on customer loyalty. Implications are discussed, recommendations of the study are noted, and possible areas for further research are indicated.
Keywords: Loyalty, service quality, customer satisfaction, hotel restaurants