Effects of service quality on customer satisfaction and customer loyalty: A case of 4- and 5-star hotels in Ho Chi Minh City, Vietnam

Abstract

Purpose: The purpose of this paper is to define and measure the effects of service quality on customer satisfaction and customer loyalty of four and five star hotels in Ho Chi Minh City, Vietnam Methodology: This study has used qualitative and quantitative researches: (i) qualitative research carried out through focus group discussions with 10 customers, and (ii) quantitative research conducted through direct interviews with 322 customers in Ho Chi Minh city (Viet Nam).esult and conclusion: The results show that: (i) customers’ loyalty is affected by four dimensions of service quality (reliability, responsiveness, website utility, and tangibles) and customer satisfaction; and (ii) customer satisfaction is affected by five dimensions of service quality (reliability, responsiveness, website utility, tangibles, and sympathy). However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 322 customers, (ii) This study conducted the sampling technique of using direct interview methods from respondents using service at 4- and 5-star hotels in HCM city, Viet Nam.