WHAT LEADS GUESTS TO SATISFACTION AND LOYALTY IN UAE FIVE-STAR HOTELS? AHP ANALYSIS TO SERVICE QUALITY DIMENSIONS

  • Haitham M. Alzoubi Skyline University College
  • Mohit Vij Skyline University College https://orcid.org/0000-0002-2351-7040
  • Anu Vij Aldar University College
  • Jalal Rajeh Hanaysha Skyline University College

Keywords:

Service Quality, Customer Satisfaction, Customer Loyalty, UAE five-star hotels, Analytic Hierarchy Process (AHP)

Abstract

The hospitality industry has witnessed impressive growth in the recent past. However, this has also led to fierce competition resulting in an enhanced focus on customer satisfaction. This study investigates and identifies critical service dimensions for five-star hotels in the United Arab Emirates (UAE). The objective of the study is to examine the intricacies of customer satisfaction and loyalty with regard to service quality in the five-star hotels of UAE. Following a quantitative and empirical approach, the data was collected by a structured questionnaire and tested on Analytic Hierarchy Process (AHP). Results support the impact of service quality dimensions on both Customer Satisfaction and Customer Loyalty. The "Personal Contact” dimensions (Responsiveness and Empathy) and the "Service Performance” dimensions (Reliability and Assurance) were found to be a significant factor impacting the perception of the hotels' guests towards Service Quality. The findings are useful particularly to the hotel industry to analyze the gaps in service quality and thereafter put more efforts into developing appropriate strategies for achieving customer satisfaction and customer loyalty.

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Author Biographies

Haitham M. Alzoubi, Skyline University College
Haitham M. Alzoubi is serving as Associate Professor in School of Business, Skyline University College, United Arab Emirates (UAE).
Mohit Vij, Skyline University College

Mohit Vij is serving as Associate Professor in School of Business, Skyline University College, United Arab Emirates (UAE). 

Anu Vij, Aldar University College
Dr Anu Vij is serving and Dean and Associate Professor in School of Business Administration, Aldar University College, Dubai (UAE).

References

Published
2021-06-10
How to Cite
Alzoubi, H. M., Vij, M., Vij, A., & Hanaysha, J. R. (2021). WHAT LEADS GUESTS TO SATISFACTION AND LOYALTY IN UAE FIVE-STAR HOTELS? AHP ANALYSIS TO SERVICE QUALITY DIMENSIONS. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 11(1), 102-135. https://doi.org/10.33776/et.v11i1.5056
Section
RESEARCH PAPERS