Document Type : Research Paper
Authors
Abstract
The chief goal of hotels is to satisfy and retain their customers.
Previous researches have shown that contented hotel guests are more
likely to revisit a hotel than guests who were somehow dissatisfied.
This study attempts to scrutinize the relationship between service
quality perceptions and customer loyalty in the hotels located in the
city of Shiraz. The other specific purposes of this study are the
following: 1) to investigate the perceived service quality and customer
loyalty in hotels of Shiraz, 2) to scrutinize relations between service
quality and customer loyalty dimensions, and 3) to provide
suggestions to improve service quality and customer loyalty in the
four-star hotels of Shiraz. In this research, perceived service quality
was measured through five dimensions of SERVQUAL (tangibles,
reliability, assurance, responsiveness, and empathy) developed by
Parasuraman et al. (1988). Also, customer loyalty was measured by
the questionnaire developed by Skogland and Siguaw (2004).
Afterwards, 196 questionnaires were collected and analyzed using
Kolmogorov- Smirnov (K-S) test, Spearman correlation coefficient,
and Binomial Test. Results demonstrated a strong correlation between
service quality perceptions and customer’s loyalty. Furthermore,
among the 5 dimensions of Servqual (tangibles, reliability, assurance,
responsiveness, and empathy), the tangibles dimension showed the
least correlation with customer loyalty, emphasizing more importance
on human elements of service quality.
Keywords
دانش.
فیتزسیمونز، جیمز ای.، و فیتزسیمونز، مونا جی. ) 1312 (. مدیریت خدمات: استراتژی، عملیات،
وتکنولوژی اطلاعات)ترجمه سیدمحمد اعرابی و داود ایزدی، جلد اول(. تهران: دفتر پژوهشهای
.) فرهنگی. )تاریخ انتشار به زبان اصلی 2221
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