Research Analysis

Thesis Methodology

Research Proposal: The relation between quality service on customer loyalty

Name: Hani Joud

Background and significance:

The purpose of this paper is to study the correlation between quality service and customer loyalty.

Today’s market has been very competitive and the only way to survive is through competition. Differentiation through better quality of the service is important. In all businesses where a service is provided, the success will depend on the quality service. Delivering quality service is a must in order for a business to grow and stay competitive. It is known that good quality service will lead to satisfied and loyal customers. The quality of a service will have an effect on the sales profit, on the customer’s relations, on the performance from the employee.

And having loyal customers is a great asset to ensure long term growth of a company; therefore it is necessary to study the effect of quality service on customer loyalty.

The aim of this research is to focus on the importance of the relation between quality service and customer loyalties in the hotel business, that the higher the quality service is the higher the chances are that the customer will stay loyal to the company. Also it will focus on better ways to provide better customer satisfaction in order to retain the customers.

Indicative literature:

A lot of work has been done to determine how quality service has a big impact on customer loyalty mainly by Parasuraman, Zeithaml and Berry (1985).

Quality Service and its measurement

According to Parasuraman, service quality is determined by the differences between customer’s expectations of services provider’s performance and their evaluation of the services they received. Basically it’s the difference between what they get and what they expected to get.

Parasuraman Zeithaml and Berry identified five dimensions of service quality, according to them if the company provides the customers with these...