Research, regardless of whether be subjective or quantitative, or even mixed technique, incorporates new philosophical methodologies and inventive structures and strategies that empower progressively significant, fundamentally drew in, for all intents and purposes applicable, and reflexive bits of knowledge into the issues and perceptions in the hospitality industry. Hospitality researchers have customarily depended on subjective and quantitative research strategies to 'clarify' this unpredictable and multidimensional industry. Factual centrality is generally the sole model used to choose the criticalness of results, in any occasion, when the results are either obvious or immaterial.
Qualitative methodologies are valuable for creating rich contextualized understandings (Ben-David & Nel, 2013; Hong & Garbarino, 2012). Interestingly, quantitative methodologies are valuable for numerically outlining conditions of settled units of analysis (Demanet & Van Houtte, 2016). Qualitative researchers try to hear the voice and consider the to be of people as a way to all the more likely see how individuals participate specifically settings. Though, quantitative analysts have created strategies to numerically display the idea of progressively subordinate information structures (Diez Roux, 2022; Goldstein, 2003).
Purpose
This review has the aim to systematically analyse studies published in these two hospitality articles chosen in terms of correlation of customer loyalty and satisfaction with employee service and performance which are Article 1.Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction & Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen’s Bed & Breakfast Industry (Chien Min Chen, Sheu Hua Chen and Hong Tau Lee, 2013). This abstract research develops a perception of dubious, complex, and multidimensional approach, and portrays events and genuine components found in their common; And Article 2.Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence (Nicholas G. Paparoidamis, Huong Thi Thanh Tran, and Constantinos N. Leonidou, 2019). This quantitative research consolidates speculation testing, measurable depiction and the determination of associations between factors. Expressive and inferential bits of knowledge at need levels of significance are utilized to test fated hypotheses and to develop connections.
SIGNIFICANCE
Research on these subjects is one-sided towards quantitative procedures to the cost of subjective and mix strategy methodologies. Specialists have analysed different determinants of consumer loyalty with employee performance such as behavioural aims, perceived service quality, emotions, physical condition quality, individual interaction quality, and social intelligence. The positive consequences of satisfaction on loyalty, behavioural intentions and cultural intelligence are well established. Specialists include conceptualized multilevel concentrates within both qualitative and quantitative research in these articles.
FOCUS
In (Paparoidamis et al. 2019), In spite of the enormous financial advantages, the increasing diversity in Intercultural Service Encounters (ICSEs) presents a test for the two people and associations in creating multicultural adaptiveness to empower affirmation, openness, and resistance in intercultural correspondences (Demangeot, Broderick, and Craig 2015). It is anything but difficult to envision how in universal service settings (e.g., hotels, restaurants, transportation), service employees’ failure to work viably because of different intercultural boundaries (e.g., language or social contrasts) could fundamentally break down culturally diverse relational collaborations, causing customer disappointment or even displeasure and dissatisfaction (Hansen et al. 2011; Johnson, Meyers, and Williams 2013; Sharma, Tam, and Kim 2009). Therefore, administration associations are searching for techniques and course for improving assistance quality and retaining customers in an inexorably increasing and globalized market. Regardless of the rich calculated work on Cultural Intelligence (CQ) in worldwide HR and cross-cultural studies, as per (Paparoidamis et al. 2019), no studies have analysed the moderating job of service employees’ CQ in influencing the PSQ–customer loyalty link in worldwide service settings. This absence of observational work restrains the comprehension of some service employees being more effective than the others in associating with customers in socially diverse contexts, bringing about a more grounded impact of PSQ on customer loyalty. To fill these loop holes, in terms of literature, CQ is examined, as a service employee’s capacity of adjusting to and working effectively in intercultural circumstances (Earley and Ang, 2003), as a potential breaking point state of the effect of PSQ and customer loyalty. (Paparoidamis et al. 2019) has used a multi-dimensional way to examine the components of service employees’ CQ on distinct moderating effects on PSQ-loyalty link. Furthermore, using this conceptualization of CQ, they have investigated the effects on administration results. With numerous organizations turning towards rapidly growing emerging markets in the globalized commercial centre, they have expanded their existing knowledge on CQ with collectivist culture (emerging markets) replicating it with individualist culture (mature markets). Thus, this study demonstrates the first specific, country level approach for effectiveness of CQ on PSQ-loyalty link (emerging vs. developed).
In (Chien Min Chen et al. 2013), prior researches have concentrated more on the association between service quality and customer satisfaction in the hotel industry (Akbaba, 2006; Briggs, Sutherland, & Drummond, 2007; Callan & Kyndt, 2001; Ekinci, Prokopaki, & Cobanoglu, 2003; Juwaheer, 2004). So the overall purpose of (Chien Min Chen et al. 2013) inquiry has been to gain an exact comprehension of service quality and behavioural intentions in which it identiﬁes the interrelationships between consumers’ overall behavioural intentions in relation to customer loyalty, and inﬂuential factors, which incorporate service quality, on the aspects of physical environment quality, personal interaction quality and customer satisfaction. More speciﬁcally, this study recognises and explores the sub-dimensions for the physical environment quality and personal interaction quality as perceived and its relationship with customer satisfaction and loyalty.
CONCEPTUALIZATION
With the absence of exact work on the effect of CQ on customer perception and loyalty, (Paparoidamis et al. 2019), has expounded on the hypothetical conceptualization of CQ’s three components (cognitive, emotional/motivational & physical), social exchange theory and CQ, the impact of CQ on customer relationships and CQ as a mediator. With this examination, it predicts, PSQ in developing business sector setting is emphatically identified with client dependability and its relationship with CL is reinforced (debilitated) with higher (lower) CQ power, passionate/inspirational CQ, physical CQ separately.
In (Chien Min Chen et al. 2013), some exploration in past examinations has exhibited that administration quality and fulfillment are significant develops in a structure of investigation towards customer intentions, consolidating components such as expectation and consumption experiences (Bosque & Martin, 2008; Chen & Tsai, 2007; Engel, Blackwell, & Miniard, 1993; Spreng, Mackenzie, & Olshavsky, 1996). Service quality has a signiﬁcant constructive outcome on brand picture, and in this manner an ideal brand picture thusly decidedly inﬂuences consumer loyalty in the cordiality and the travel industry segments (Andreassen & Lindestad, 1998; Aydin & Ozer, 2005; Chi & Qu, 2008; Park, Robertson, & Wu, 2005; Ryu, Han, & Kim, 2008; Schlosser, 1998). Clemes et al. (2007, p. 310) built up a progressive model of administration quality that contained three essential basics: communication quality, physical condition quality and result quality. Behavioural intentions are associated with customer loyalty (Alexandris et al., 2002; Rust & Zahorik, 1993; Zeithaml & Bitner, 1996), and customer loyalty is inﬂuenced by customer satisfaction (Bitner, 1990). Based on previous such research findings, this study could propose that (1). Physical environment quality has a positive inﬂuence on satisfaction. (2). Personal interaction quality has a positive inﬂuence on satisfaction. (3). Physical environment quality has a positive inﬂuence on behavioural intentions relating to customer loyalty. (4). Personal interaction quality has a positive inﬂuence on behavioural intentions relating to customer loyalty.
Methodology
In (Chien Min Chen et al. 2013), realizing the elements of service quality pertaining to physical environment quality and personal interaction quality that were derived from the extant literature, the authors developed a hierarchical model of behavioural intentions to measure the determinants of service quality dimensions that coincide with the characteristics of the B&Bs in Kinmen. This module provided a summary of constructs and synopsis of the items used in each construct operationalization. In depth information was drawn through focus group interviews with the active participation of various personnel linked to hospitality industry and were encouraged to list out factors that might encompass their perceptions of service quality. This helped the authors to draw derivations and categorised their assessments and accordingly amended and updated to develop a self-administrated survey to have an appropriate approach towards data collection. And this questionnaire administered four major constructs namely physical environment quality (PEQ), personal interaction quality (PIQ), satisfaction (SAT), and customer loyalty (CL) which were measured through an item scale of 19, 8, 8 & 6 respectively suggested by different authors and expertise with a few modifications. And then had all the items measured again on a Likert-type scale to give it more content validity, readability and clarity.
On the other hand, in (Paparoidamis et al. 2019), investigation was focused primarily on cross-cultural interactions between frontline service employees and customers in international hotels. To empirically investigate their hypotheses, a particular country was selected using Hofstede’s (2003) 6-D classification module on the basis of its significant difference in the international market. A two cross-sectional field survey was conducted (between employees and customers) and were administered by research assistants in parallel to avoid any bias results related to the survey. The survey included measures of a cultural intelligence (CQ) index as well as demographic and individual difference variables. Both questionnaires were completed voluntarily by the front-line employees (in private) and the customers assisted by the research assistants maintaining their confidentiality and these reports were matched on employee code numbers to establish an employee-customer link for the total response percentage. The CQ scale of Earley and Mosakowski (2004) was adopted consisting of three main components: cognitive, emotional/ motivational, and physical for frontline service employees, measured PSQ with the scales established by Dagger and Sweeney (2007) and evaluated customer loyalty using the work of Sirdeshmukh, Singh, and Sabol (2002).The questionnaires were translated from English language to their native language to be further translated back and evaluated for its accuracy. This process continued until an agreement over uniformity and similarity of the translations was reached. Final versions in two languages were presented to focus groups and were asked to evaluate and identify errors. The results were then further refined for items with ambiguities or that were socially and culturally incompatible.
LIMITATIONS/IMPLICATIONS
As the study states in (Chien Min Chen et al. 2013), adopting a reﬂective measurement using a multidimensional approach or different methodology combining a qualitative one could lead to different results over the two dimensional concept and measurement used in this study. The proposed model’s generalizability can be increased in the global market by replication of the model evaluating an extensive range of hotels. From the managerial perspective, the results of the study differentiate from the extant literature in that satisfaction may not directly result in customer loyalty that leads to the success of the tourism industries.
The findings of this study in (Paparoidamis et al. 2019), might not reflect actual loyalty behaviour as a metric of firm performance to measure customer loyalty, hence novel dimensions and adequate estimations of loyalty behaviour as a comparison paradigm across different countries need to be explored. Dimensions of loyalty, such as the affinity to switch, the eagerness to pay more, and customer responses to service failures may be neglected and needs examination. Service employees’ CQ may vary over time where PSQ is a flexible and social construct, which could advance in its setup (Agarwal, Malhotra, and Bolton 2010), hence a longitudinal study which displays relationships between service employees’ CQ, PSQ and customer loyalty before and after specific training programs which could be investigated for its adequacy could prove useful. This model application stays limited to the international service setting which involves high customer contact wherein cultural competencies play a crucial role; however, experimentation of this model over a setting of low customer contact could be contextualized. External validity of the findings could be enhanced by replicating this study in other international service industries and national contexts as different customers evaluate different aspects of service performance worldwide.
CONCLUSION
The study in (Chien Min Chen et al. 2013), was conceptualized based on the speciﬁc characteristics mainly pertaining to physical environment quality and personal interaction quality having a positive impact on satisfaction and customer loyalty. On the other hand, the study of (Paparoidamis et al. 2019) confirms that the service employees’ CQ-have differential moderating effects on perceived service quality (PSQ)-customer loyalty link which vary across national markets.