Does service locus of control affect customer loyalty? A study of Indian hotels Online publication date: Mon, 22-Jun-2020
by Mohita Maggon
International Journal of Knowledge Management in Tourism and Hospitality (IJKMTH), Vol. 2, No. 2, 2019
Abstract: The importance of customer loyalty is paramount in hospitality and tourism. The current study is based upon same notion and caters to dual objectives. First objective of paper is to test the validity of SLOC scale proposed by Bradley and Sparks (2002) in Indian hospitality sector. The validation of the scale was done through confirmatory factor analysis and discriminant as well as convergent validity was observed. The scale was administered to a sample of 304 business travellers (males = 173, females = 131). Results showed that the scale had high reliability and acceptable construct validity. The findings also suggest usefulness of SLOC in predicting customer loyalty. The study offers implications for hotel managers to effectively customise the service offering by understanding the importance of locus of control in service settings to eventually achieve capture loyalty. This is the first study to validate SLOC scale among Indian hotels and predict customer loyalty from SLOC constructs.
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