The effect of service quality on brand loyalty at five star hotels in Amman, Jordan
Other Title(s)
أثر جودة الخدمة على الولاء للعلامة التجارية في فنادق الخمس نجوم عمان الأردن
Dissertant
Thesis advisor
Hassunah, Abd al-Basit Ibrahim
University
Middle East University
Faculty
Faculty of Business
Department
Department of Business Administration
University Country
Jordan
Degree
Master
Degree Date
2018
English Abstract
Purpose: The purpose of this study is to investigate the effect of service quality dimensions on brand loyalty of customers in five-star hotels, Amman, Jordan from customers’ viewpoint.
Methodology: This study is descriptive.
It designed to investigate the impact of quality service offered by five-star hotels on brand loyalty in Amman, Jordan.
The current study uses the five dimensions method of Parasuraman, et.al.
(1988) SERVQUAL for measuring quality service perception, and uses four phases of Oliver (1999) model for estimating brand loyalty phases.
The data used has been collected from 336 customers by questionnaire, and then analyzed by SPSS programming.
After checking validity and reliability of this programming, the researcher has been implemented the correlation test, and multiple regressions to test the study hypothesis.
Findings: Results show that all service quality items and dimensions, and brand loyalty items and phases rated is high importance for customers.
It presents that the correlation among service quality dimensions, and among brand loyalty phases, and the relationship between service quality dimensions and brand loyalty was strong.
Finally, the service quality was having a strong direct effect on brand loyalty, and all dimensions of service quality affected brand loyalty of five-star hotels customers in Amman, Jordan, where tangibility has the highest effect, followed by responsiveness, empathy, reliability, and assurance, respectively.
Recommendations: Further studies on other hotel classes in Amman and other hotels outside Amman are needed to mitigate the results of the study.
All SERVIQUAL dimensions should be considered together because they are closely related to each other.
Moreover, the study recommends developing strategy to encourage tourism in Jordan and conduct continuous training for all employees
Main Subjects
Topics
No. of Pages
80
Table of Contents
Table of contents.
Abstract.
Abstract in Arabic.
Chapter One : Background of the study.
Chapter Two : Theoretical and Conceptual framework and previous studies.
Chapter Three : Study methodology (methods and procedures).
Chapter Four : Data analysis.
Chapter Five : Results discussion, conclusion and recommendations.
References.
American Psychological Association (APA)
Mawla, Nart Walid. (2018). The effect of service quality on brand loyalty at five star hotels in Amman, Jordan. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-835862
Modern Language Association (MLA)
Mawla, Nart Walid. The effect of service quality on brand loyalty at five star hotels in Amman, Jordan. (Master's theses Theses and Dissertations Master). Middle East University. (2018).
https://search.emarefa.net/detail/BIM-835862
American Medical Association (AMA)
Mawla, Nart Walid. (2018). The effect of service quality on brand loyalty at five star hotels in Amman, Jordan. (Master's theses Theses and Dissertations Master). Middle East University, Jordan
https://search.emarefa.net/detail/BIM-835862
Language
English
Data Type
Arab Theses
Record ID
BIM-835862
