ABSTRACT
Given the increasingly competitive nature of the hospitality environment, industry professionals must now concern themselves with not only increasing market share, but also satisfying and maintaining the existing customer base. Consequently, a large proportion of organizational effort is now being directed at "both getting and keeping customers" (Christopher, Payne, and Ballantyne, 1991). Evidence suggests that an organization's ability to deliver consistently on the service quality front will without doubt go a long way toward achieving this central business objective. Indeed, the importance of service quality and its relationship with customer satisfaction, brand loyalty, and market share has long been lauded by those in the hospitality field (Knutson, 1988). Both are now viewed as fundamental to the well-being of individual customers, which will have a significant effect on postpurchase perceptions and, in turn, future purchase decisions.
