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The relationship between service quality, customer satisfaction and behavioural intentions

Author

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  • Siti Falindah Padlee Author-Email: siti.falindah@umt.edu.my

    (Universiti Malaysia Terengganu, Marketing Department School of Maritime Business and Management Universiti Malaysia Terengganu)

  • Cheong Yun Thaw

    (Universiti Malaysia Terengganu, Marketing Department School of Maritime Business and Management Universiti Malaysia Terengganu)

  • Siti Nur 'Atikah Zulkiffli

    (Universiti Malaysia Terengganu, Marketing Department School of Maritime Business and Management Universiti Malaysia Terengganu)

Abstract

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.

Suggested Citation

  • Siti Falindah Padlee Author-Email: siti.falindah@umt.edu.my & Cheong Yun Thaw & Siti Nur 'Atikah Zulkiffli, 2019. "The relationship between service quality, customer satisfaction and behavioural intentions," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(1), pages 121-139, May.
    • Handle: RePEc:tho:journl:v:25:y:2019:n:1:p:121-140
    DOI: https://doi.org/10.20867/thm.25.1.9
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    References listed on IDEAS

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    1. Suzana Marković & Sanja Raspor Janković, 2013. "Exploring the relationship between service quality and customer satisfaction in Croatian hotel industry," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 19(2), pages 149-164, December.
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    Cited by:

    1. Nilashi, Mehrbakhsh & Abumalloh, Rabab Ali & Minaei-Bidgoli, Behrouz & Abdu Zogaan, Waleed & Alhargan, Ashwaq & Mohd, Saidatulakmal & Syed Azhar, Sharifah Nurlaili Farhana & Asadi, Shahla & Samad, Sar, 2022. "Revealing travellers’ satisfaction during COVID-19 outbreak: Moderating role of service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Perić Goran & Dramićanin Sandra & Sekulić Dejan, 2022. "Protective Measures Against COVID-19 and their Impact on Guest Satisfaction and Behaviour Intentions: The Case of the Hotel Industry of Serbia," Economic Themes, Sciendo, vol. 60(4), pages 533-549, December.

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    More about this item

    Keywords

    Service quality; customer satisfaction; behavioural intentions; regression analysis; Malaysia Journal: Tourism and Hospitality Management;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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