The Effect of Service Empathy on Customer Loyalty : The Mediating Effect of Relationship Commitment and the Moderating Effect of Contact Intensity

Purpose: This study aimed to examine the impact of service empathy on customer loyalty through the relationship quality process. Furthermore, it aimed to elucidate the mediating effect of relationship commitment on the relationship between these constructs and to confirm the moderating effect of contact intensity.Research design, data, and methodology: This study analyzed 298 questionnaires using the SPSS 27.0 and AMOS 27.0 statistical programs. KMO and Bartlett analyses were performed to verify the adequacy of factor analysis. Confirmatory factor analysis was used to verify convergent validity. Correlation analysis was performed to verify discriminant validity. Structural equation modeling was used to assess model fit and test the research hypotheses.Results: Cognitive empathy had a positive effect on service satisfaction and service employee trust, whereas affective empathy had no effect on service satisfaction and a negative effect on service employee trust. Furthermore, service employee trust had a positive effect on service satisfaction and relationship commitment, and both service satisfaction and relationship commitment positively influenced customer loyalty. Service satisfaction and relationship commitment fully mediated the relationship between service employee trust and customer loyalty. Furthermore, contact intensity significantly moderated the relationship between service employee trust and relationship commitment.Implications: In the hospitality industry, marketing managers must recognize the importance of the capabilities of frontline employee who interact directly with guests and strengthen service training to increase repeat visits from top customers and spread positive word-of-mouth.