A Structural Model for Examining how Service Quality, Trust, Perceived Value, Customer Expectations Affect Customer Loyalty: A Case Study of 3- and 4-Stars Hotels in Durres, Albania

Abstract

In the nowadays society, the tourism industry is rapidly expanding and becoming a global powerhouse. This study aims to determine the impact of service quality on trust, perceived value, and customer expectations within tourism sector, and its significant implications for customer loyalty. The primary objective is to investigate the relationships among these critical factors and their combined effect on customer loyalty. The focus is on the Albanian tourism industry, particularly on 3- and 4-star hotels in the city of Durres. Statistical analyses, including descriptive statistics, internal consistency, reliability, validity, correlation, and regression tests, were conducted to establish the relationships and validate the study. The survey was administered to 550 tourists who stayed in various 3- and 4-star hotels in Durres from May to July 2024. The study found positive relationships between service quality and trust, service quality and perceived value, and service quality and customer expectations. These variables are identified as precursors to customer loyalty. Received: 2 June 2024 / Accepted: 25 July 2024 / Published: 29 July 2024