Customer Loyalty Directives and Employee Turnover Intention: A Qualitative Hospitality Industry Study

Customer Loyalty Directives and Employee Turnover Intention: A Qualitative Hospitality Industry Study

Author: 
Lois Burns
Program of study: 
D.M.
Abstract: 
The problem of high employee turnover in the hospitality industry is a critical leadership challenge. The purpose of the qualitative phenomenological study was to explore the lived experience of frontline hotel workers to learn the role of customer loyalty directives on employee turnover intentions. The focus of the study was the determination of the perceptions, reactions, and experiences of frontline hotel employees whose job responsibilities included compliance with customer loyalty directives. Analysis of the research data yielded the emergence of six relevant themes: training, directives, customer orientation, compliance failure consequences, customer complaint experiences, and customer loyalty experiences. The findings of the study are indicative that compliance with customer loyalty directives and hiring employees with high customer orientation did not result in increased turnover intention. Future research is recommended to consider the perspectives of employees in larger and smaller hotels in other geographic locations and in organizations outside the hospitality industry.
Dedication: 
The achievement of my doctoral degree is due in large part to my husband, Roscoe Burns, who almost from the day we met encouraged me to continue my education. You were steadfast in your support and inspiration when the journey became long and arduous. Without your constant reassurance, I may never have completed this degree. Thank you for loving me when I was not always so lovable and for walking with me toward an even better tomorrow. I also dedicate this dissertation to my children, Alex and Kate, who have grown up while I pursued my education. It has meant so much that you were understanding of all those times that I was unavailable to you because of homework, research, and writing. You always expressed confidence in my abilities – that has been invaluable. Your own academic and professional accomplishments make me very proud to be your mother. To family and friends who too often heard the refrain “I’m sorry, I have to do homework,” thank you for your patience and encouragement. Your tolerance of my absence from events over the years allowed me to concentrate on completing this degree. Now the fun resumes
Acknowledgements: 
With sincere gratitude, I acknowledge the unfailing support and assistance of my mentor and chair of my committee, Dr. Chris Roberts. When I became frustrated and discouraged, you inspired me to complete my research study and dissertation. I long ago ceased counting the number of times you talked me back from the ledge. Thank you for your kind words, enduring confidence, and constant encouragement that enabled me to complete my doctoral journey. I appreciate the efforts of my committee members, Dr. Rich Schuttler and Dr. Ruby Rouse. Through your concerted attention to detail and insightful feedback, you prompted critical thinking and diligent reflection. Your critique challenged me to elevate my expectations to yield my best effort. My cohort was a continual source of support. We shared the trials of the journey and the joys of each success along the way. Your encouraging words strengthened my resolve to achieve the dream. Thank you David Joshua, Matthew Goodwin, Fepi Okti Paramarti, Terresa Bubbers, and Jill Vaughn. My sincere appreciation goes to my friend and supporter, Dori Cook. Your expertise rescued me countless times because you always found a way to solve every problem. Your enduring confidence and friendship carried me through the toughest times. Knowing you has been my good fortune. To the 18 participants who made this research study and dissertation possible, I appreciate your trust in me. I strived to accurately convey your pride, achievement, and frustrations. Telling your story was my pleasure.