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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| Format: | Thesis |
| Language: | en en |
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2019
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| 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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| _version_ | 1833436924730146816 |
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| author | Gawuna, Muhammad Sani |
| author_facet | Gawuna, Muhammad Sani |
| author_sort | Gawuna, Muhammad Sani |
| building | UUM Library |
| collection | Institutional Repository |
| content_provider | Universiti Utara Malaysia |
| content_source | UUM Electronic Theses |
| continent | Asia |
| country | Malaysia |
| 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 |
| id | my.uum.etd-8101 |
| institution | Universiti Utara Malaysia |
| language | en en |
| publishDate | 2019 |
| record_format | eprints |
| 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. |
| 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 |
| title | 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_short | 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 |
| topic | HF5415.33 Consumer Behavior. |
| 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/ |
| url_provider | http://etd.uum.edu.my/ |