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Moderating role of religion in the relationship between SERVQUAL dimensions and hotel guest satisfaction

Precious Chikezie Ezeh (Department of Business Administration, Federal University Gusau, Gusau, Nigeria)
Titus Chukwuemezie Okeke (Department of Marketing, Faculty of Management Sciences, Nnamdi Azikiwe University, Awka, Nigeria)
Anayo D. Nkamnebe (Department of Marketing, Nnamdi Azikiwe University, Awka, Nigeria)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 23 June 2021

Issue publication date: 1 December 2022




Religion is one of the factors that are considered in developing marketing strategy. Therefore, the purpose of this study is to examine the moderating role of religion (Islam and Christianity) in the relationship between SERVQUAL dimensions and satisfaction of hotel guest in Nigeria.


The data for this study was collected from 400 hotel customers in Nigeria (Zamfara and Anambra), and was analyzed using structural equation modeling technique (Amos). Also, composite reliability and average variance extracted were used to test the reliability and validity of the instrument.


The study found that religion has a significant moderating effect on the service quality dimensions and hotel guest satisfaction. In other words, there is significant difference on how Muslim and Christian hotel guests evaluate service quality dimensions and satisfaction. Moreover, the result shows that the empathy and assurance dimensions are the most important significant predictors of guest satisfaction. Moreover, religion has significant positive effect on guest satisfaction.

Practical implications

The study shows that religion significantly moderate the service quality dimensions. Therefore, the hotel management should focus on providing training programs that will enable the employees to offer superior personalized services to strengthen and nurture long-term guest relationships.


The inclusion of moderating effect of religion made this study very unique. Furthermore, the peculiarity and religious sentiments of the Nigeria business environment made this work outstanding.



Ezeh, P.C., Okeke, T.C. and Nkamnebe, A.D. (2022), "Moderating role of religion in the relationship between SERVQUAL dimensions and hotel guest satisfaction", Journal of Islamic Marketing, Vol. 13 No. 12, pp. 2542-2562.



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