| dc.description.abstract | With the increase of tourist arrivals, the
government of Sri Lanka are encouraging the hotels to
enhance its star class in order to attract wealthy tourists.
Therefore the existing hotels need to develop, maintain,
and further enhance its quality. The exploratory research
revealed that customer loyalty is important for enhancing
sales. Thereby this research is based on the impact of
service quality on customer loyalty with special reference
to ABC hotel in Sri Lanka.
The study is conducted on the basis of three objectives.
Initially, the researcher is involved in identifying the key
dimensions affecting service quality in the hotel sector.
Secondly, the study is directed towards exploring the
concept of customer loyalty. Finally, the relationship
between service quality and customer loyalty is analysed.
The hypothesis of the study is that there is positive
relationship between service quality and customer loyalty.
The mixed method was adopted as the research
methodology to make better contradictions of the
findings. The questionnaire was adapted for the
quantitative analysis, where a sample of 100 customers
was determined based on simple random sampling
method. Additionally, the qualitative analysis was
conducted through interviews. Based on the quantitative
analysis, the hypothesis was tested positively. In addition,
the quantitative analysis determined that responsiveness
and reliability has a higher impact on service quality.
Based on the qualitative analysis, service quality creates
the ultimate customer experience that the customer
expects from the hotel. The interviewees recognised the
importance of responsiveness and reliability as most
important dimensions of service quality. Overall, high
service quality creates a positive mind set within the
customer towards the hotel which will enhance consumer
re-purchase behaviour and wiliness to spread the word of
good mouth. Thus, increase in re-purchase behaviour and
willingness to spread the word of good mouth increases
the consumer’s loyalty towards the hotel. | en_US |
