ABSTRACT
Purpose: This study aimed to investigate the impact of perceived service quality and value on customer satisfaction and customer loyalty in hotels that provide “Halal Concept” services. We also examined the mediating role of satisfaction in the relationship between service quality and perceived value on loyalty.
Design/methodology/approach: The study employed a quantitative research method and a relational survey model to facilitate hypothesis testing. The sample of the study consisted of customers who had stayed at least once in Halal concept hotels in Turkey. We collected data from 417 Halal hotel customers through face-to-face interviews using a questionnaire. After doing different validity and reliability checks on the data, the Hayes-Keynes module’s multiple regression and mediation analyses were used to test hypotheses.
Findings: The study revealed that the dimensions of service quality had varying significant effects on the variables satisfaction, value, and loyalty. The study supported the positive linear relationship between the variables satisfaction, value, and loyalty. Also, the role of satisfaction as a mediator was tested, and it was discovered that service quality dimensions and loyalty variables had the strongest relationship with satisfaction.
Originality/value: This study represents one of the most thorough investigations into multidimensional loyalty among consumers of Halal hotels. The S-O-R model by Mahrebian and Russel and Oliver’s Multidimensional Loyalty model are both supported by both direct and indirect hypotheses when looking at how Halal hotel customers act after making a choice. Results revealed how halal hotel consumers’ subjective and objective service evaluations differ from traditional hotel consumers in terms of achieving customer loyalty.