Investigating the Effect of Service Quality on Customer Loyalty in the Hotel Industry: The Mediating Role of Customer Satisfaction and the Moderating Roles of Service Recovery and Perceived Value

Abstract

This empirical study seeks to contribute to a conceptual model that, reflecting the mediating role of customer satisfaction and the moderating roles of service recovery and perceived value, indicates the effect of service quality on customer loyalty in the hotel industry. Although previous studies have addressed the importance of these variables, the understanding of the moderating effect of service recovery and perceived value still remains a key issue in the existing literature. Based on the findings, the implications and future research directions are discussed.

本研究旨在建构一个概念模型用以验证旅馆业服务质量对顾客忠诚度的影响，并探讨顾客满意度的中介角色及服务补救与知觉价值的调节角色。尽管过去的研究提及这些变量的重要性，但进一步了解服务补救与知觉价值于模型中的调节效果，仍是现今文献中的重要议题。根据研究结果，本文亦提出实务意涵及对未来研究之建议，作为旅馆业管理之参考。

Keywords:

• Service quality
• customer satisfaction
• customer loyalty
• service recovery
• perceived value

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