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.
Highlights
Some of the characteristics of the successful activity of the business organisation, is presentation and constant improvement of qualitative services, which meet the expectations of customers
The aim of this research is to relate the effect of quality on the loyalty of hotel customers, many scientists agree with the impact of quality on customer loyalty, universal methodology about how to assess this impact is not proposed, the novel step in methodology will be presented, which combines well known methodologies of quality and loyalty research evaluating only one from the research phenomena, i.e., only quality compliance, or sets the level of customers’ loyalty stage
The information based on the questionnaire demonstrates that the issues of customer satisfaction and loyalty are relevant for the hotel industry and are analysed by the scientists
Summary
Some of the characteristics of the successful activity of the business organisation, is presentation and constant improvement of qualitative services, which meet the expectations of customers. The choice of hotels becomes one of the main issues of discussion: the variety of the hotel services, quality, reliability and price are important. Since there are many hotels in the market providing the same or similar services, it is very important to attract, and to keep the customer. In order to maintain the position held and to compete in future, it is necessary to provide qualitative services by which old customers may be retained, and new customers may be attracted. Many scientists agree with the suggestion that the customer loyalty is a central concept of marketing science
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