Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe
Purpose – This study examines the influence of service quality, satisfaction, trust, value, and commitment on hotel customers’ attitudinal and behavioural loyalty. Design/Methodology/Approach – Data was collected from 234 customers in Harare, Zimbabwe’s commercial capital who were served from five s...
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| Format: | research article |
| Language: | English |
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Emerald Publishing Limited
2022
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| Online Access: | https://cris.library.msu.ac.zw//handle/11408/5313 https://doi.org/10.1108/TRC-12-2021-0026 |
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| author | Brighton Nyagadza Gideon Mazuruse Asphat Muposhi Farai Chigora |
| author2 | Department of Marketing, Marondera University of Agricultural Sciences and Technology, Marondera, Zimbabw |
| author_facet | Department of Marketing, Marondera University of Agricultural Sciences and Technology, Marondera, Zimbabw Brighton Nyagadza Gideon Mazuruse Asphat Muposhi Farai Chigora |
| author_sort | Brighton Nyagadza |
| collection | DSpace |
| description | Purpose – This study examines the influence of service quality, satisfaction, trust, value, and commitment on hotel customers’ attitudinal and behavioural loyalty. Design/Methodology/Approach – Data was collected from 234 customers in Harare, Zimbabwe’s commercial capital who were served from five selected hotels using self-administered questionnaire in a cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software. Findings – Service quality, satisfaction, trust, value and commitment were found to have a significant positive effect on hotel customers’ attitudinal and behavioural loyalty. Research limitations/Implications – The study’s findings may not be generalised to other contexts as sample data was only collected in hotels situated in Harare. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons, as well as methodological validations. Practical implications – Hotels are encouraged to be more attentive to service quality, satisfaction, trust, value and commitment as they have a direct effect on hotel customers’ attitudinal and behavioural loyalty. Hotel managers may need to consider the impact of the aforementioned variables when devising service marketing strategies. Originality/Value – Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of the role of service quality, satisfaction, trust, value and commitment in enhancing attitudinal and behavioural loyalty. |
| format | research article |
| id | ir-11408-5313 |
| institution | My University |
| language | English |
| publishDate | 2022 |
| publisher | Emerald Publishing Limited |
| record_format | dspace |
| spelling | ir-11408-53132022-12-20T08:12:53Z Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe Brighton Nyagadza Gideon Mazuruse Asphat Muposhi Farai Chigora Department of Marketing, Marondera University of Agricultural Sciences and Technology, Marondera, Zimbabw Institute of Teaching and Learning, Marondera University of Agricultural Sciences and Technology, Marondera, Zimbabwe Department of Information and Marketing Sciences, Midlands State University, Gweru, Zimbabwe. College of Business, Peace Leadership and Governance, Africa University, Mutare, Zimbabwe. Attitude Behaviour Hotel Commitment Loyalty Service quality Satisfaction Trust Value Purpose – This study examines the influence of service quality, satisfaction, trust, value, and commitment on hotel customers’ attitudinal and behavioural loyalty. Design/Methodology/Approach – Data was collected from 234 customers in Harare, Zimbabwe’s commercial capital who were served from five selected hotels using self-administered questionnaire in a cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software. Findings – Service quality, satisfaction, trust, value and commitment were found to have a significant positive effect on hotel customers’ attitudinal and behavioural loyalty. Research limitations/Implications – The study’s findings may not be generalised to other contexts as sample data was only collected in hotels situated in Harare. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons, as well as methodological validations. Practical implications – Hotels are encouraged to be more attentive to service quality, satisfaction, trust, value and commitment as they have a direct effect on hotel customers’ attitudinal and behavioural loyalty. Hotel managers may need to consider the impact of the aforementioned variables when devising service marketing strategies. Originality/Value – Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of the role of service quality, satisfaction, trust, value and commitment in enhancing attitudinal and behavioural loyalty. 3 1 42 71 2022-12-20T08:12:53Z 2022-12-20T08:12:53Z 2022-08-26 research article https://cris.library.msu.ac.zw//handle/11408/5313 https://doi.org/10.1108/TRC-12-2021-0026 en Tourism Critiques 2633-1225 open Emerald Publishing Limited |
| spellingShingle | Attitude Behaviour Hotel Commitment Loyalty Service quality Satisfaction Trust Value Brighton Nyagadza Gideon Mazuruse Asphat Muposhi Farai Chigora Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title | Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title_full | Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title_fullStr | Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title_full_unstemmed | Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title_short | Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe |
| title_sort | effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from zimbabwe |
| topic | Attitude Behaviour Hotel Commitment Loyalty Service quality Satisfaction Trust Value |
| url | https://cris.library.msu.ac.zw//handle/11408/5313 https://doi.org/10.1108/TRC-12-2021-0026 |
| work_keys_str_mv | AT brightonnyagadza effectofhoteloverallservicequalityoncustomersattitudinalandbehaviouralloyaltyperspectivesfromzimbabwe AT gideonmazuruse effectofhoteloverallservicequalityoncustomersattitudinalandbehaviouralloyaltyperspectivesfromzimbabwe AT asphatmuposhi effectofhoteloverallservicequalityoncustomersattitudinalandbehaviouralloyaltyperspectivesfromzimbabwe AT faraichigora effectofhoteloverallservicequalityoncustomersattitudinalandbehaviouralloyaltyperspectivesfromzimbabwe |