Impact of Service Quality on Customer Retention

The current study examined how Jordanian hotels' customer retention rates were affected by the service quality aspects (tangibility, reliability, responsiveness, assurance, and empathy). The general managers of hotels in Jordan made up the study's sample. Through a self-administered survey, a total of 162 respondents were contacted. The data were analyzed using Smart PLS 3.3.9 software and partial least squares structural equation modeling. The study's conclusions showed that Jordanian hotels' capacity to retain customers was impacted by factors including tangibility, reliability, responsiveness, assurance, and empathy. This study significantly advances both theory and practice. from an intellectual standpoint. This study's contribution to practice is that by emphasizing the service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy), hotels can increase their customer