Research on the relationship between group-purchasing service quality and customer loyalty in hotel industry

Emerging and increasingly popular in recent years, Groupons, as a brand-new marketing channel, have been not only applauded by kinds of enterprises, but also drawn attention of academics. This paper centers on the causal relationship between group-purchasing service quality and customer loyalty in hotel industry. First, the concepts of service quality, customer perceived value and customer loyalty are introduced through brief literature review. Second, the service process the customer experienced is divided into two successive periods of Groupon service and hotel service, and then a research model is established with customer perceived value as a mediator. Third, the data, collected from successful questionnaire research through the Internet and field study, is analyzed with SPSS to unveil the mechanism within, and the main results suggest that (1) hotel service quality exerts a positive effect on customer loyalty, so does it with partial mediation, (2) Groupon service quality positively influences customer loyalty, so does it with partial mediation, and (3) the causal relationship is verified. Finally, corresponding managerial implications are given.