ABSTRACT

Current research has questioned the wisdom in over-reliance on customer satisfaction (CS) as the basis for achieving customer loyalty (CL) but rather emphasized the need for firms to go beyond merely satisfying customers to delivering delightful services to increase CL. This study investigates the relationship between Service quality (SQ) and CL, and the mediation role of CS and customer delight (CD) between them. A sample of 313 customers of luxury hotels in Ghana was selected using a convenience sampling technique. The results indicate that SQ had a significant positive effect on both CS and CD. Furthermore, both CS and CD effectively mediate the relationship between SQ and CL. However, CD had a more significant effect on CL compared to CS. This implies that while the quest for CL through SQ and CS is germane, hotels in Ghana need to go beyond just CS and emphasize CD since it has a relatively stronger effect on CL as the foundation for long-term performance. The results have strategic implications for the management of hotels in Ghana in their quest to increase CL as a pathway to lasting competitive advantage.

摘要

目前的研究质疑过度依赖客户满意度 (CS) 作为实现客户忠诚度 (CL) 的基础是否明智，而是强调公司需要超越仅仅满足客户，提供令人愉悦的服务以提高客户忠诚度。本研究调查了服务质量 (SQ) 和 CL 之间的关系，以及 CS 和客户满意度 (CD) 在它们之间的中介作用。使用便利抽样技术选择了加纳豪华酒店的 313 名客户作为样本。结果表明，SQ 对 CS 和 CD 都有显着的积极影响。此外，CS 和 CD 都有效地调节了 SQ 和 CL 之间的关系。然而，与 CS 相比，CD 对 CL 的影响更为显着。这意味着虽然通过 SQ 和 CS 对 CL 的追求是密切相关的，加纳的酒店需要超越 CS 并强调 CD，因为它对 CL 作为长期绩效的基础具有相对更强的影响。该结果对加纳酒店的管理具有战略意义，因为他们寻求增加 CL 作为获得持久竞争优势的途径。