O efeito da orientação para o serviço e da qualidade do serviço na lealdade do consumidor no turismo

Abstract

The objective of this research study is to analyze the relationships between the service orientation, service quality, and customer loyalty variables in the catering sector. The analysis is based on data collected from a sample of 220 customers of restaurants, using the structural equation modeling (SEM). The results from the study show that service orientation by employee has a significant direct positive effect on service quality and significant indirect effect on customer loyalty through service quality. The results also show that, unlike service quality, service orientation does not have a significant direct influence on customer loyalty. This study addresses an important gap in marketing research, because no empirical studies have been conducted to investigate the synergistic effect of service orientation and service quality on customer loyalty in the catering sector. Implications, limitations and recommendations for future research are presented in the final part of the paper.