International Journal of Business and Management Review (IJBMR)

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The Effect of Service Quality on Customer Satisfaction and Loyalty: A Case Study of Hotel Industry in Afghanistan


The contemporary business world is very much competitive and success in the competition is achieved mainly through giving satisfaction to the ultimate consumer. In a service-oriented industry, it is very difficult to set a standard rule to satisfy customers. Several factors influence customers’ decision-making to take the service from an organization. The Hotel industry is a service industry; it provides the customer with various hospitality services. So a Hotel must be keen in identifying the factors that influence their decision to take the hospitality service. Thus the Hotel also needs to know the perception and satisfaction level of the customers about their performance. Referring to social exchange theory, the present study investigated a conceptual model SERVCUAL. The model examined the impact of service quality on customer satisfaction and customer loyalty by five dimensions of service quality. The result of this study was based on the sample gathered from 180 customers in four hotels in Afghanistan. Based on the results, this study suggested that the quality of service in hotels and its direct effect on customer satisfaction and customer satisfaction respectively has a direct and positive impact on customer loyalty.

Keywords: Afghanistan, Customer Satisfaction, Customer loyalty, hotel industry

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