The moderating effect of positive word-of-mouth between service quality and customer loyalty in the hospitality sector: A PLS-SEM approach

Abstract

Aim/purpose – The main objective of this research is to investigate the relationship between service quality and customer loyalty and the moderating effect of positive word- -of-mouth on this relationship in the hospitality sector, in North Central Nigeria. Design/methodology/approach – The research adopted a quantitative technique. Data were collected through a survey technique and Statistical Package for Social Science (SPSS) version 25.0 was used for descriptive analysis. Then SmartPLS 3.3.7 was em- ployed to examine relations between service quality, customer loyalty, and positive word-of-moth. Findings – The current study confirmed that service quality had a significant positive relationship with customer loyalty and positive word-of-mouth moderates the relation- ship between service quality and customer loyalty. Research implications/limitations – The current study looked at the moderating effect of positive word-of-mouth on the relationship between service quality and customer loyalty in relation to the hospitality sector in North Central Nigeria. Originality/value/contribution – Examination of the moderating role of positive word- -of-mouth in this study has aided to fit into the literature gap. Keywords: service quality, customer loyalty, positive word-of-mouth, hospitality, PLS-SEM. JEL Classification: M31, M37, Z31, Z32.