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

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 employed 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 relationship 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.