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Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry

The dynamism of the hospitality industry has called for the need to have satisfied and loyal customers in order to achieve competitiveness. Therefore, this study aims to propose and validate a customer loyalty model in the hotel sector. Drawing from social exchange theory and confirmation-disconfirm...

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Main Author: Gawuna, Muhammad Sani
Format: Thesis
Language:English
English
Published: 2019
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/8101/1/s901645_01.pdf
https://etd.uum.edu.my/8101/2/s901645_02.pdf
https://etd.uum.edu.my/8101/
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spelling my.uum.etd.81012022-05-09T04:07:45Z https://etd.uum.edu.my/8101/ Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry Gawuna, Muhammad Sani HF5415.33 Consumer Behavior. The dynamism of the hospitality industry has called for the need to have satisfied and loyal customers in order to achieve competitiveness. Therefore, this study aims to propose and validate a customer loyalty model in the hotel sector. Drawing from social exchange theory and confirmation-disconfirmation theory, this study examined the mediating role of customer satisfaction on the relationships among perceived service quality, perceived value, customer engagement, image, and customer experience on customer loyalty. In addition, the moderating effect of customer experience on the relationship between customer satisfaction and loyalty was also examined. Data obtained from 334 guests in the 82 hotels operating in Kano was analysed using PLS-SEM. Findings showed significant direct relationships between perceived service quality, customer satisfaction, image, and customer loyalty. However, perceived value and customer engagement reported an insignificant relationship. It was also found that the direct relationships between perceived service quality, perceived value, customer engagement, image, and customer satisfaction were established. As postulated, the mediating role of customer satisfaction on perceived service quality, perceived value and customer engagement relationships were supported. However, customer satisfaction did not mediate the link between image and customer loyalty. Similarly, moderating relationship of customer experience on customer satisfaction and loyalty was not supported. The use of customer engagement and customer experience in predicting loyalty is a noble contribution to knowledge and hospitality domain. The finding is of immense benefits to the management as it aids toward developing strategies to satisfy their customers and to retain them. 2019 Thesis NonPeerReviewed text en https://etd.uum.edu.my/8101/1/s901645_01.pdf text en https://etd.uum.edu.my/8101/2/s901645_02.pdf Gawuna, Muhammad Sani (2019) Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Gawuna, Muhammad Sani
Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
description The dynamism of the hospitality industry has called for the need to have satisfied and loyal customers in order to achieve competitiveness. Therefore, this study aims to propose and validate a customer loyalty model in the hotel sector. Drawing from social exchange theory and confirmation-disconfirmation theory, this study examined the mediating role of customer satisfaction on the relationships among perceived service quality, perceived value, customer engagement, image, and customer experience on customer loyalty. In addition, the moderating effect of customer experience on the relationship between customer satisfaction and loyalty was also examined. Data obtained from 334 guests in the 82 hotels operating in Kano was analysed using PLS-SEM. Findings showed significant direct relationships between perceived service quality, customer satisfaction, image, and customer loyalty. However, perceived value and customer engagement reported an insignificant relationship. It was also found that the direct relationships between perceived service quality, perceived value, customer engagement, image, and customer satisfaction were established. As postulated, the mediating role of customer satisfaction on perceived service quality, perceived value and customer engagement relationships were supported. However, customer satisfaction did not mediate the link between image and customer loyalty. Similarly, moderating relationship of customer experience on customer satisfaction and loyalty was not supported. The use of customer engagement and customer experience in predicting loyalty is a noble contribution to knowledge and hospitality domain. The finding is of immense benefits to the management as it aids toward developing strategies to satisfy their customers and to retain them.
format Thesis
author Gawuna, Muhammad Sani
author_facet Gawuna, Muhammad Sani
author_sort Gawuna, Muhammad Sani
title Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
title_short Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
title_full Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
title_fullStr Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
title_full_unstemmed Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry
title_sort effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the nigerian hotel industry
publishDate 2019
url https://etd.uum.edu.my/8101/1/s901645_01.pdf
https://etd.uum.edu.my/8101/2/s901645_02.pdf
https://etd.uum.edu.my/8101/
_version_ 1732947713829371904
score 13.211869

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