العوامل المؤثرة على ولاء العملاء في تسويق الخدمات الفندقية و الدور الوسيط للمتغيرات الديمغرافية

الملخص EN

This study examined the impact of service quality on customer’s loyalty in hotel services and the intermediate effect of demographic variables of hotel's customers in Aden town in Yemen, a model had been build and hypotheses had been developed based on the theory of previous studies.

Using random technique the sample had been selected and through structured questionnaire data had been collected.

Out of 600 questionnaires distributed 362 were returned which represent 59% response rate.

Different statistical methods had been conducted including alpha and factor analysis to test the reliability and stability of the constructs respectively.

The results show that a positive relationship exist between service quality and customer loyalty .The results also highlighted that from the moderator variables which had been used (age, gender, income and educational level) the educational level only had a significant impact on the relationship between the service quality and the customer loyalty.

Discussion and direction for future studies are illustrated.