Abstract
Customer loyalty is the goal towards which many businesses, including tourist hotels place importance on. Loyalty does not only mean repurchasing, but also involves positive talk about the service to others. This paper models customer satisfaction as a mediating variable of service quality and customer loyalty. It investigates the effect of service quality on customer satisfaction and then the effect of customer sarisfaction on customer loyalty. The impact of switching barriers on customer loyalty is also investigated. The results show that there are two components of service quality affecting customer satisfaction, namely Core service (β = 0.406) and Physical environment (β = 0.254). The research also reveals that Customer satisfation (β = 0.688) and Switching barriers (β = 0.110) both have impacts on customer loyalty, in which customer satisfation plays the key role.
Highlights
This paper models customer satisfaction as a mediating variable of service quality and customer loyalty
The results show that there are two components of service quality affecting customer satisfaction, namely Core service (β = 0.406) and Physical environment (β = 0.254)
Nguyen Ho Ngoc Han, Pham Huynh Mai Thanh, Pham Ngoc Thuy University of Technology, VNU-HCM
Summary
Trong b>i c nh th trư+ng ngành d ch vJ ñang phát tri'n nhanh cùng v;i cư+ng ñ c nh tranh ngày càng cao, vi c doanh nghi p ph i chú ý ñ n nâng cao ch(t lư ng d ch vJ là r(t c)n thi t. Các tác gi trư;c thư+ng xem xét nh hư=ng c a ch(t lư ng d ch vJ lên s3 hài lòng c a khách hàng, nhưng theo Oliver (1997) thì s3 hài lòng c a khách hàng chC là m t c m xúc ng@n h n, còn lòng trung thành m;i là tr ng thái g@n k t lâu dài mà doanh nghi p c)n có (Dick & Basu, 1994). Do y u t> rào c n chuy'n ñ.i hi n ñư c các nhà ti p th sy dJng như là m t công cJ ñ' gi[7] chân khách hàng (Chebat & ctg., 2011) nên th3c t , lòng trung thành c a khách hàng có th' tE c s3 hài lòng v6 d ch vJ lAn do tác ñ ng c a rào c n chuy'n ñ.i (Jones & ctg., 2000). Cu>i cùng, do ngành d ch vJ du l ch khách s n hi n ñang phát tri'n nhanh và s> lư ng khách du l ch n i ñ a hi n chi m tC tr ng khá l;n trong t.ng lư ng khách du l ch c a Vi t Nam nên ñ>i tư ng nghiên c u c a ñ6 tài ñư c ch n là khách du l ch n i ñ a
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