Measuring Service Quality of the Muslim Friendly Hotels in England and its Impact on Behavioural Intention

This study aims to investigate the size of gap between Muslim visitors' perceptions and expectations of the Muslim friendly hotels service quality in England, as well as to describe and analyse the relationship between the perceived service quality and behavioural intentions. To accomplish these objectives, two-stage cluster sampling of 400 subjects was selected from a population of Muslim visitors in England. The Parasuraman et al., 1988 SERVQUAL scale for measuring service quality was used after developing it to suit the Muslim friendly hotels service quality by adding a new dimension pertaining to Islamic law. Results revealed that there is a significant differences gap between the Muslim visitors' perceptions and expectations for the whole score of the Muslim friendly hotels service quality. There is a negative insignificant differences gap between the Muslim visitors' perceptions and expectations in empathy, responsiveness, assurance, and reliability domains. Additionally, there is a negative significant difference gap between the Muslim visitors' perceptions and expectations in the Shari'a compliant amenities domains. However, there is a positive insignificant difference gap between the Muslim visitors' perceptions and expectations in tangible domains. Also, the findings reveal that there is a significant relationship between the perceived service quality and behavioural intentions. These results substantiate the importance of the provision of high quality of service provided to promote the Muslim visitors' behavioural intentions.