Relationship between Service Quality, Customer Retention and the role of Social Media- Case study Premier Inn Hotel (UK)

The aim of this research is to critically evaluate the relationship between service quality and customer retention in Premier Inn Croydon. The objectives studies the concept of service quality in relevance with its characteristics, the objectives also evaluates the significance of customer retention for an organization. The researchers have also analysed and estimated the relationship between the two determinants which are service quality and customer retention of the company Premier Inn Croydon. Researchers have used positivism philosophy, survey strategy, explanatory design and deductive approach for the assessment and evaluation of the relationship between service quality and customer retention. The researchers have employed qualitative and quantitative both type of data obtained through circulating questionnaires and conducting interviews. Through non-probability sampling method and convenience based sampling technique; the sample was of 50 customers, 50 employees and 4 managers of Premier Inn Corydon. The successful completion of this very study has uncovered some area for the future studies especially the role of social media.
Along with this, a set of recommendations are also highlighted by the study for the selected company and for the future investigators.