The Service Quality Evaluation on Tourist Loyalty in Malaysian Hotels by the Mediating Role of Tourist Satisfaction

Yousef Keshavarz,Mass Hareeza Ali

doi:10.5901/mjss.2015.v6n3s2p680

Yousef Keshavarz, Mass Hareeza Ali

Open Access

https://doi.org/10.5901/mjss.2015.v6n3s2p680

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Abstract

The purpose of this study is to investigate the influence of service quality on tourism loyalty in the hotel industry. Data were collected from international tourists at several top interested places locations in Kuala Lumpur. The study sample included international tourists who stay in four and five star hotels in Kuala Lumpur. Service quality with five dimensions includes reliability, assurance, responsiveness, tangible, and empathy is considered as independent variables. From the result of study, it was found that service quality affects tourist satisfaction and loyalty directly. The finding of this study is helpful for hotel industry. In fact, the finding of this research informs hotelier to understand about the tourist attitude toward service quality in hotel and its impact on their satisfaction and loyalty. DOI: 10.5901/mjss.2015.v6n3s2p680

Highlights

In Malaysia, the tourist industry has rapid growth in these years and based on the National Development Policy-Vision 2020, national income from inbound tourists, as the fourth industry, is predicted to reach 20.9$ billion and 497200 job opportunities (Ramachandrann, 2010)
The current study provide a model that aimed to give a better understanding of the role of tourist satisfaction in mediating the relationship between the service quality and tourist loyalty in the Malaysian hotel setting
It highlights the importance of tourist satisfaction in mediating the relationship between service quality and tourist loyalty

Summary

Introduction

In Malaysia, the tourist industry has rapid growth in these years and based on the National Development Policy-Vision 2020, national income from inbound tourists, as the fourth industry, is predicted to reach 20.9$ billion and 497200 job opportunities (Ramachandrann, 2010). Hotel industry in Malaysia is one of the important industries, which help to economic development. There are 1736 (until June 2012) registered hotels apartments and budget hotels in Malaysia. Service quality affect hotels to attract new customers and lead to customer loyalty, positive word-of-mouth, enhance employee satisfaction, commitment and corporation and reduce cost, increase business performance (Akbaba, 2006). In this model, ten dimensions were considered as quality of service including reliability, responsiveness, competency, access, courtesy, communication, credibility, security, understanding, and knowing the customer. Ten dimensions were considered as quality of service including reliability, responsiveness, competency, access, courtesy, communication, credibility, security, understanding, and knowing the customer These dimensions were modified during the time. These dimensions were modified during the time. Parasuraman et al (1988) decreased the dimensions into five including tangible, responsiveness, reliability, assurance, and empathy. Ting (2003) used SERVQUAL technique to provide gap between customer expectation of service quality and service provided in hotel industries and suggested hotel managers to improve the quality to affect their customers satisfaction

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