Customer Loyalty and the Impacts of Service Quality:The Case of Five Star Hotels in Jordan
In the present Jordan hotels scenario, service quality is
a vital competitive policy to keep customer support and build great
base. Hotels are trying to win customer loyalty by providing enhanced
quality services. This paper attempts to examine the impact of tourism
service quality dimension in the Jordanian five star hotels. A total of
322 surveys were administrated to tourists who were staying at three
branches Marriott hotel in Jordan. The results show that dimensions of
service quality such as empathy, reliability, responsiveness and
tangibility significantly predict customer loyalty. Specifically, among
the dimension of tourism service quality, the most significant predictor
of customer loyalty is tangibility. This paper implies that five star
hotels in Jordan should also come forward and try their best to present
better tourism service quality to win back their customers- loyalty.
[1] Burns, P.M. and Holden, A. (1995), Tourism a New Perspective, Prentice
Hall, New York, NY.
[2] Weaver, D. and Oppermann, M. (2000), Tourism Management, John
Wiley & Sons, New York, NY
[3] Goeldner, C.R. and Ritchie, J.R.B. (2003). Tourism - Principles,
Practices, Philosophies (9 ed.). Wiley, Hoboken.
[4] WTO (2003), World Tourism Organization, available at:
www.world-tourism.org
[5] Kandampully, J. (2000). The impact of demand fluctuation on the quality
of service: a tourism industry example. Managing Service Quality, 10(1),
10-18.
[6] Parasuraman, A., Zeithaml, V.A. and Berry, L.L (1988). SERVQUAL: A
multiple-item scale for measuring consumer perceptions of service
quality. Journal of Retailing, 64(1), 12-40.
[7] Zeithaml, V.A., Berry, L.L. and Parasuraman, A (1996). The behavioral
consequences of service quality. Journal of Marketing, 60, 31-46.
[8] Reichheld, F.F (1993). Loyalty Based Management. Harvard Business
Review, 71(4), 64-73.
[9] Bloemer, J., Ruyter, K and Wetzels, M (1999). Linking perceived service
quality and service loyalty: a multi-dimensional perspective. European
Journal of Marketing, 33(1), 1082 - 1106.
[10] Gremler, D.D. and Brown, S.W. (1996). Service loyalty: its nature,
importance, and implications. New York, NY.
[11] Gale, B. T (1994). Managing Customer Value: Creating Quality and
Service That Customers Can See. New York, NY.: The Free Press.
[12] Bloemer, J., Ruyter, K. D. and Peeters, P (1998). Investigating Drivers of
Bank Loyalty: The Complex Relationship Between Image, Service
Quality and Satisfaction. International Journal of Bank Marketing, 16(
7), 276-286.
[13] Ganesan, P (2007). Service Quality, Customer Satisfaction and Loyalty:
Indian Public Sector Bank-s Branch Level Study", in Panda T K and
Donthu N Marketing in the New Global Order: Challenges and
Opportunities
[14] Yavas, U., Benkenstein, M. and Stuhldreier, U (2004). Relationships
Between Service Quality and Behavioral Outcomes: A Study of Private
Bank Customers in Germany. International Journal of Bank Marketing,,
22(2), 144-157.
[15] Heskett, J. L., Sasser, W. E. and Schlesinger, L. A (1997). The Service
Profit Chain (The Free Press ed.). New York.
[16] Duffy, D.L (2003). Internal and external factors which affect customer
loyalty Journal of Consumer Marketing, 20(5), 480-485.
[17] Bowen, J. and Shoemaker, S (1998). Loyalty: A Strategic Commitment.
Cornell Hotel and Restaurant Administration Quarterly, 2, 12-25.
[18] Baldinger, A.L. and Rubinson, J (1996). Brand Loyalty: The Link
Between Attitude and Behavior. Journal of Advertising Research, 36(6),
22-34.
[19] Wong, A. and Sohal, A (2003). Service quality and customer loyalty
perspectives on two levels of retail relationships. Journal of Services
Marketing, 17(5), 495 - 513.
[20] Ehigie, B .o (2006). Correlates of Customer Loyalty to Their Bank: A
Case Study in Nigeria. International Journal of Bank Marketing, 24(7),
494-508.
[21] Grönroos, C (1982). Strategic Management and Marketing in the Service
Sector, Swedish School of Economics and Business Administration.
Helsingfors, Finland.
[22] Carman, J. M (1990). Consumer Perceptions of Service Quality: An
Assessment of the SERVQUAL Dimension. Journal of Retailing, 66(1),
33-55.
[23] Babakus, E. and Boller, G .W (1992). An Empirical Assessment of the
SERVQUAL Scale. Journal of Business Research, 24(3,), 253-268.
[24] Cronin, J. J . and Taylor, S. A (1992). Measuring Service Quality: A
Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
[25] Donthu, N . and Yoo, B (1998). Cultural Influences on Service Quality
Expectations. Journal of Service Research, 2(1), 178-186.
[26] Akan, P (1995). Dimensions of service quality: a study in Istanbul.
Managing Service Quality, 5(6), 39-43.
[27] Atilgan, E., Akinci,S. and Aksoy, S (2003). Mapping Service Quality in
the Tourism Industry Managing Service Quality, 13(5), 412-422.
[28] Baldwin, A. and Sohal, A (2003). Service Quality Factors and Outcomes
in Dental Care. Managing Service Quality, 13( 3), 207-216.
[29] Youssef , F., Nel , D. and Bovaird, T (1995). Service Quality in NHS
Hospitals. Journal of Management in Medicine, 9(1), 66-74.
[30] Mostafa, M. M (2005). An Empirical Study of Patients- Expectations and
Satisfactions in Egyptian Hospitals. International Journal of Health Care
Quality Assurance, 18(7), 516-532.
[31] Van Dyke, T .P., Kappelman, L. A . and Prybutok, V .R (1997).
Measuring Information Systems Service Quality: Concerns on the Use of
the SERVQUAL Questionnaire. MIS Quarterly, 21(2), 195-209.
[32] Teas, R. K (1994). Expectations as a Comparison Standard in Measuring
Service Quality: An Assessment of a Reassessment. Journal of
Marketing, 58(1), 132-139.
[33] Brown, T. J., Churchill, G .A. and Peter, J.P (1993). Improving the
Measurement of Service Quality. Journal of Retailing, 69(1), 127-139.
[34] Saleh, F. and Ryan, C (1991). Analyzing Service Quality in the
Hospitality Industry Using the SERVQUAL Mode. Service Industries
Journal 11(3), 324-343.
[35] Cronin, J. J. and Taylor, S. A (1994). SERVPERF Versus SERVQUAL:
Reconciling Performance-Based and Perceptions-Minus-Expectations
Measurements of Service Quality. Journal of Marketing, 58(1), 125-131.
[36] Gagliano, K .B. and Hathcote, J (1994). Customer Expectations and
Perceptions of Service Quality in Apparel Retailing. Journal of Services
Marketing, 1( 8), 60-69.
[37] Asubonteng, P., McCleary, K.J. and Swan, J.E (1996). SERVQUAL
Revisited: A Critical Review of Service Quality. Journal of Services
Marketing, 10(6), 62-81.
[38] Maltz, A and Maltz, E (1998). Customer service in the distribution
channel: empirical findings. Journal of Business Logistics, 19(2),
103-130.
[39] Davis, F.W. and Mandrodt, K.B (1996). Customer-Responsive
Management: The Flexible Advantage. Cambridge, MA: Blackwell
Publishers.
[40] Parasuraman, A., Berry, Leonard L., & Zeithaml, Valarie A. (1991).
Understanding Customer Expectations of Service. Sloan Management
Review, 32(3), 39-48.
[41] Brown, R (1993). Market Focus Achieving and Sustaining Marketing
Effectiveness. Butterworth Heinemann: Oxford.
[42] Ndubisi, N.O (2003). "Can current customer loyalty predict future
loyalty?". Paper presented at the the 5th Asian Academy of Management
Conference - Challenges of Globalized Business:The Asian Perspective.
[43] Malhotra, Y (2003). Measuring national knowledge assets of a nation:
knowledge systems for development. Expanding Public Space for the
Development of the Knowledge Society: Report of the Ad Hoc Expert
Group Meeting on Knowledge Systems for Development, 68-126.
[44] Getz, D. and Brown, G. (2006). Critical success factors for wine tourism
regions: a demand analysis. Tourism Management, 27(1), 146-158.
[45] Sekaran, U (2000). Research Methods for Business: A Skill Building
Approach (4 ed.). New York NY: Wiley.
[46] Flynn, B.B., Schroeder, R. and Sakakibara, S (1995). Determinants of
quality performance in high- and low-quality plants. Quality
Management Journal 2(2), 8-25.
[47] Hair, Joseph. F., William, C. B., Barry , B. J., Rolph E. A., & Ronald, L. T
(2006). Multivariate Data Analysis (6 ed.). Saddle River.
[48] Igbaria, M., Iivari, J., Maragahh, H. (1995). Why do individuals use
computer technology? A Finnish case study. Information &
Management, 29, 227-238.
[49] Buttle, F (1996). SERVQUAL:Review, Critique, Research Agenda.
European Journal of Marketing, 30(1), 8-32.
[50] Fick, G.R. and Ritchie, J.R (1991). Measuring service quality in the
travel and tourism industry. Journal of Travel Research, 30(2), 2-9.
[51] Tsang, N. and Qu, H (2000). Service quality in China-s hotel industry: a
perspective from tourists and hotel managers. International Journal of
Contemporary Hospitality Management 12(5), 316-326.
[52] Mei, A.W.O., Dean, A.M. and White, C.J (1999). Analyzing service
quality in the hospitality industry. Managing Service Quality, 9(2),
136-143.
[53] Knutson, B., Stevens, P., Wullaert, C., Patton, M. and Yokoyama, F.,
LODGSERV (1990). a service quality index for the lodging industry.
Hospitality Research Journal, 14 (2), 227-284.
[54] Ekinci, Yuksel, Prokopaki, Popi, & Cobanoglu, Cihan (2003). Service
quality in Cretan accommodations: marketing strategies for the UK
holiday market. International Journal of Hospitality Management, 22(1),
47-66.
[55] Yi, T.Y., and Alison, D (2001). The contribution of emotional
satisfaction to consumer loyalty. International journal of service industry
management, 12(234-250).
[1] Burns, P.M. and Holden, A. (1995), Tourism a New Perspective, Prentice
Hall, New York, NY.
[2] Weaver, D. and Oppermann, M. (2000), Tourism Management, John
Wiley & Sons, New York, NY
[3] Goeldner, C.R. and Ritchie, J.R.B. (2003). Tourism - Principles,
Practices, Philosophies (9 ed.). Wiley, Hoboken.
[4] WTO (2003), World Tourism Organization, available at:
www.world-tourism.org
[5] Kandampully, J. (2000). The impact of demand fluctuation on the quality
of service: a tourism industry example. Managing Service Quality, 10(1),
10-18.
[6] Parasuraman, A., Zeithaml, V.A. and Berry, L.L (1988). SERVQUAL: A
multiple-item scale for measuring consumer perceptions of service
quality. Journal of Retailing, 64(1), 12-40.
[7] Zeithaml, V.A., Berry, L.L. and Parasuraman, A (1996). The behavioral
consequences of service quality. Journal of Marketing, 60, 31-46.
[8] Reichheld, F.F (1993). Loyalty Based Management. Harvard Business
Review, 71(4), 64-73.
[9] Bloemer, J., Ruyter, K and Wetzels, M (1999). Linking perceived service
quality and service loyalty: a multi-dimensional perspective. European
Journal of Marketing, 33(1), 1082 - 1106.
[10] Gremler, D.D. and Brown, S.W. (1996). Service loyalty: its nature,
importance, and implications. New York, NY.
[11] Gale, B. T (1994). Managing Customer Value: Creating Quality and
Service That Customers Can See. New York, NY.: The Free Press.
[12] Bloemer, J., Ruyter, K. D. and Peeters, P (1998). Investigating Drivers of
Bank Loyalty: The Complex Relationship Between Image, Service
Quality and Satisfaction. International Journal of Bank Marketing, 16(
7), 276-286.
[13] Ganesan, P (2007). Service Quality, Customer Satisfaction and Loyalty:
Indian Public Sector Bank-s Branch Level Study", in Panda T K and
Donthu N Marketing in the New Global Order: Challenges and
Opportunities
[14] Yavas, U., Benkenstein, M. and Stuhldreier, U (2004). Relationships
Between Service Quality and Behavioral Outcomes: A Study of Private
Bank Customers in Germany. International Journal of Bank Marketing,,
22(2), 144-157.
[15] Heskett, J. L., Sasser, W. E. and Schlesinger, L. A (1997). The Service
Profit Chain (The Free Press ed.). New York.
[16] Duffy, D.L (2003). Internal and external factors which affect customer
loyalty Journal of Consumer Marketing, 20(5), 480-485.
[17] Bowen, J. and Shoemaker, S (1998). Loyalty: A Strategic Commitment.
Cornell Hotel and Restaurant Administration Quarterly, 2, 12-25.
[18] Baldinger, A.L. and Rubinson, J (1996). Brand Loyalty: The Link
Between Attitude and Behavior. Journal of Advertising Research, 36(6),
22-34.
[19] Wong, A. and Sohal, A (2003). Service quality and customer loyalty
perspectives on two levels of retail relationships. Journal of Services
Marketing, 17(5), 495 - 513.
[20] Ehigie, B .o (2006). Correlates of Customer Loyalty to Their Bank: A
Case Study in Nigeria. International Journal of Bank Marketing, 24(7),
494-508.
[21] Grönroos, C (1982). Strategic Management and Marketing in the Service
Sector, Swedish School of Economics and Business Administration.
Helsingfors, Finland.
[22] Carman, J. M (1990). Consumer Perceptions of Service Quality: An
Assessment of the SERVQUAL Dimension. Journal of Retailing, 66(1),
33-55.
[23] Babakus, E. and Boller, G .W (1992). An Empirical Assessment of the
SERVQUAL Scale. Journal of Business Research, 24(3,), 253-268.
[24] Cronin, J. J . and Taylor, S. A (1992). Measuring Service Quality: A
Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
[25] Donthu, N . and Yoo, B (1998). Cultural Influences on Service Quality
Expectations. Journal of Service Research, 2(1), 178-186.
[26] Akan, P (1995). Dimensions of service quality: a study in Istanbul.
Managing Service Quality, 5(6), 39-43.
[27] Atilgan, E., Akinci,S. and Aksoy, S (2003). Mapping Service Quality in
the Tourism Industry Managing Service Quality, 13(5), 412-422.
[28] Baldwin, A. and Sohal, A (2003). Service Quality Factors and Outcomes
in Dental Care. Managing Service Quality, 13( 3), 207-216.
[29] Youssef , F., Nel , D. and Bovaird, T (1995). Service Quality in NHS
Hospitals. Journal of Management in Medicine, 9(1), 66-74.
[30] Mostafa, M. M (2005). An Empirical Study of Patients- Expectations and
Satisfactions in Egyptian Hospitals. International Journal of Health Care
Quality Assurance, 18(7), 516-532.
[31] Van Dyke, T .P., Kappelman, L. A . and Prybutok, V .R (1997).
Measuring Information Systems Service Quality: Concerns on the Use of
the SERVQUAL Questionnaire. MIS Quarterly, 21(2), 195-209.
[32] Teas, R. K (1994). Expectations as a Comparison Standard in Measuring
Service Quality: An Assessment of a Reassessment. Journal of
Marketing, 58(1), 132-139.
[33] Brown, T. J., Churchill, G .A. and Peter, J.P (1993). Improving the
Measurement of Service Quality. Journal of Retailing, 69(1), 127-139.
[34] Saleh, F. and Ryan, C (1991). Analyzing Service Quality in the
Hospitality Industry Using the SERVQUAL Mode. Service Industries
Journal 11(3), 324-343.
[35] Cronin, J. J. and Taylor, S. A (1994). SERVPERF Versus SERVQUAL:
Reconciling Performance-Based and Perceptions-Minus-Expectations
Measurements of Service Quality. Journal of Marketing, 58(1), 125-131.
[36] Gagliano, K .B. and Hathcote, J (1994). Customer Expectations and
Perceptions of Service Quality in Apparel Retailing. Journal of Services
Marketing, 1( 8), 60-69.
[37] Asubonteng, P., McCleary, K.J. and Swan, J.E (1996). SERVQUAL
Revisited: A Critical Review of Service Quality. Journal of Services
Marketing, 10(6), 62-81.
[38] Maltz, A and Maltz, E (1998). Customer service in the distribution
channel: empirical findings. Journal of Business Logistics, 19(2),
103-130.
[39] Davis, F.W. and Mandrodt, K.B (1996). Customer-Responsive
Management: The Flexible Advantage. Cambridge, MA: Blackwell
Publishers.
[40] Parasuraman, A., Berry, Leonard L., & Zeithaml, Valarie A. (1991).
Understanding Customer Expectations of Service. Sloan Management
Review, 32(3), 39-48.
[41] Brown, R (1993). Market Focus Achieving and Sustaining Marketing
Effectiveness. Butterworth Heinemann: Oxford.
[42] Ndubisi, N.O (2003). "Can current customer loyalty predict future
loyalty?". Paper presented at the the 5th Asian Academy of Management
Conference - Challenges of Globalized Business:The Asian Perspective.
[43] Malhotra, Y (2003). Measuring national knowledge assets of a nation:
knowledge systems for development. Expanding Public Space for the
Development of the Knowledge Society: Report of the Ad Hoc Expert
Group Meeting on Knowledge Systems for Development, 68-126.
[44] Getz, D. and Brown, G. (2006). Critical success factors for wine tourism
regions: a demand analysis. Tourism Management, 27(1), 146-158.
[45] Sekaran, U (2000). Research Methods for Business: A Skill Building
Approach (4 ed.). New York NY: Wiley.
[46] Flynn, B.B., Schroeder, R. and Sakakibara, S (1995). Determinants of
quality performance in high- and low-quality plants. Quality
Management Journal 2(2), 8-25.
[47] Hair, Joseph. F., William, C. B., Barry , B. J., Rolph E. A., & Ronald, L. T
(2006). Multivariate Data Analysis (6 ed.). Saddle River.
[48] Igbaria, M., Iivari, J., Maragahh, H. (1995). Why do individuals use
computer technology? A Finnish case study. Information &
Management, 29, 227-238.
[49] Buttle, F (1996). SERVQUAL:Review, Critique, Research Agenda.
European Journal of Marketing, 30(1), 8-32.
[50] Fick, G.R. and Ritchie, J.R (1991). Measuring service quality in the
travel and tourism industry. Journal of Travel Research, 30(2), 2-9.
[51] Tsang, N. and Qu, H (2000). Service quality in China-s hotel industry: a
perspective from tourists and hotel managers. International Journal of
Contemporary Hospitality Management 12(5), 316-326.
[52] Mei, A.W.O., Dean, A.M. and White, C.J (1999). Analyzing service
quality in the hospitality industry. Managing Service Quality, 9(2),
136-143.
[53] Knutson, B., Stevens, P., Wullaert, C., Patton, M. and Yokoyama, F.,
LODGSERV (1990). a service quality index for the lodging industry.
Hospitality Research Journal, 14 (2), 227-284.
[54] Ekinci, Yuksel, Prokopaki, Popi, & Cobanoglu, Cihan (2003). Service
quality in Cretan accommodations: marketing strategies for the UK
holiday market. International Journal of Hospitality Management, 22(1),
47-66.
[55] Yi, T.Y., and Alison, D (2001). The contribution of emotional
satisfaction to consumer loyalty. International journal of service industry
management, 12(234-250).
@article{"International Journal of Business, Human and Social Sciences:53434", author = "Al-Rousan and M. Ramzi and Badaruddin Mohamed", title = "Customer Loyalty and the Impacts of Service Quality:The Case of Five Star Hotels in Jordan", abstract = "In the present Jordan hotels scenario, service quality is
a vital competitive policy to keep customer support and build great
base. Hotels are trying to win customer loyalty by providing enhanced
quality services. This paper attempts to examine the impact of tourism
service quality dimension in the Jordanian five star hotels. A total of
322 surveys were administrated to tourists who were staying at three
branches Marriott hotel in Jordan. The results show that dimensions of
service quality such as empathy, reliability, responsiveness and
tangibility significantly predict customer loyalty. Specifically, among
the dimension of tourism service quality, the most significant predictor
of customer loyalty is tangibility. This paper implies that five star
hotels in Jordan should also come forward and try their best to present
better tourism service quality to win back their customers- loyalty.", keywords = "Tourism, Service Quality, Loyalty, Five Star hotels,Jordan.", volume = "4", number = "7", pages = "1611-7", }
