1. – Assistant Professor, Department Of Tourism And Hospitality, Abdul Wali Khan University, Pakistan
| Received
18-Jan-2014 |
Accepted
- |
Published
18-Jan-2014 |
Abstract
The perception of service quality is different from person to person by consuming good and services. There would be hardly
any single service which equally valuable to customer. Previous researches regarding relationship of service quality and customer loyalty has
been largely neglected the issue of socio-demographic variables. This research is carried out to evaluate that how socio-demographic factors
can influence customer perception on their loyalty in hotel industry? A survey questionnaire was employed for data collection where multiple
regression analysis was used for data analyses. The findings of this research show that the strength of relationship between service quality and
customer loyalty strongly influenced by socio demographic characteristics of customers. Specifically, age, gender, marital status, education,
occupation, income, length of stay, frequent stay and purpose of visit were important moderators of the service quality and customer loyalty.
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