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

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:eng
eng
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
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id my-uum-etd.8101
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Abdul Rahman, Maria
Md Isa, Normalisa
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
qualification_name Doctor of Philosophy (PhD.)
qualification_level Doctorate
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
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2019
url https://etd.uum.edu.my/8101/1/s901645_01.pdf
https://etd.uum.edu.my/8101/2/s901645_02.pdf
_version_ 1747828324946673664
spelling my-uum-etd.81012022-05-09T04:07:45Z Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry 2019 Gawuna, Muhammad Sani Abdul Rahman, Maria Md Isa, Normalisa School of Business Management School of Business Management 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. 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