EFFECT OF PERCEIVED QUALITY OF SERVICE ON CUSTOMER LOYALTY: A CASE OF PEARL CONTINENTAL HOTEL SERVICES

Abstract

The research study was put forward with the objective of describing the relationship
between perceived quality of service and customer loyalty in Pearl-Continental Hotel
services by evaluating the response of Pakistani customers. Total 150 customers
participated and an adapted questionnaire was distributed to customer of PC hotel
Peshawar, Lahore and Karachi chain. Customers were asked to evaluate the Perceived
quality of service (responsiveness, reliability, empathy, assurance, and tangibility) and
their Loyalty (endorse willingness, purchase intentions, cognitive exclusiveness, and
identification) towards the PC hotel services. Empirical results supported our
alternative hypothesis that there exists a significant relationship between perceived
quality of service and customer loyalty. It was concluded that in today's competitive
environment and diverse era of civilization quality of service is very critical strategy
which shapes the customers perception regarding the services and they take firm
decisions in future purchases. So the reliability, assurance, empathy, responsiveness
and tangible dimensions of perceived quality of service construct should to be well
focused in strategizing the service quality of hotel industry to foster the retention and
sustained satisfaction of the customers.