The Relationship Between Managerial Characteristics of Frontline Staff and Customer Loyalty in Malaysian 5-Star Hotels
Customer loyalty has been an important topic for business sustainability because research shows that loyal customer will lead to increased financial performance in a long run. Previous studies have stated that customer satisfaction is an antecedent of customer loyalty and suggested that frontline ma...
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| Format: | Thesis |
| Language: | en en |
| Published: |
2021
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| Online Access: | http://ur.aeu.edu.my/1023/1/Lee%20Chao%20Wei%20-%20Final%20Thesis.pdf http://ur.aeu.edu.my/1023/2/Lee%20Chao%20Wei%20-%20Final%20Thesis-1-24.pdf http://ur.aeu.edu.my/1023/ https://online.fliphtml5.com/sppgg/bcwe/?1670309677231 |
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| Summary: | Customer loyalty has been an important topic for business sustainability because research shows that loyal customer will lead to increased financial performance in a long run. Previous studies have stated that customer satisfaction is an antecedent of customer loyalty and suggested that frontline managers play a vital role in this relationship. However, few studies have explored the relationship between frontline manager’s characteristics and customer loyalty. This study adapted quantitative methods to determine which managerial characteristics (i.e. managerial competencies,
service quality, personality traits & technology acceptance) have a significant relationship with customer satisfaction and customer loyalty. The respondents were the team leaders, supervisors, assistant managers and managers from front office department, housekeeping department, food & beverage department and sales department from 10 selected 5-star hotels located in major tourism destinations in Malaysia. The respondents completed a survey questionnaire to measure their managerial characteristics, customer satisfaction and customer loyalty. Through correlation, regression and mediation analysis, the result demonstrated that customer
satisfaction mediates the relationship between service quality and personality traits of frontline managers and customer loyalty. The results provide a better understanding of the managerial characteristics which has a significant effect on customer loyalty in the hospitality industry which has not been highlighted in previous studies. |
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