THE RELATIONSHIP BETWEEN SERVICE QUALITY, CUSTOMER SATISFACTION AND BEHAVIOURAL INTENTIONS IN THE HOSPITALITY INDUSTRY

Purpose - The aim of this research was to investigate the relationship between service quality and customer satisfaction in one of the sectors of hospitality industry, which is hotel. It also sought to examine whether the customer satisfaction that has been achieved is able to stimulate some behavioural intentions to be realizable. Design - Four dimensions of service quality were identified as having the potentials to influence customer satisfaction: employee behaviour, room amenities, physical evidence and food quality. Methodology - The questionnaire was adopted and adapted from the past studies. The questionnaires were administered to customers in two hotels located in suburban areas. A total of 275 returned questionnaires were analysed by using multiple regression analysis to test for the impact of service quality on customer satisfaction. Approach - The results showed that food quality produced the greatest influence on customer satisfaction, followed by employee behaviour and room amenities. Originality - This study indicates that service quality is important because it can lead to increased customer satisfaction, and it can also stimulate positive behavioural intentions to be realizable. The results imply that hotel operators and decision makers in the hotel sector should seek to improve the attributes of service quality as they have the potentials to magnify contributions on customer satisfaction.