(Mediation Role of Hotel Image Perceped in the Effect of Service Quality in Behavioral Intention in Hospitality Management)

Abstract

Purpose – Associated with the globalization,the concepts of service quality, image, behavioral intentions have become important for the tourism enterprises in the environment of rapidly growing and competitive in the tourism sector. Within this scope, the study aimed to determine the mediating role of the perceived hotel image in the effect of the perceived service quality of the employees in the accommodation establishments on their behavioral intentions. Design/methodology/approach – The research population consists of a hundred and eleven 4 or 5 stars hotel establishments operating in Istanbul. A total of 270 questionnaires were evaluated in the surveys conducted according to random sampling. In the study, the perceived service quality scale (SERVQUAL) which was used by Parasuraman, Zeithaml, and Berry (1988) was used as adapted by Kayaman and Araslı (2007). In addition, behavioral intentions scale in the study of Clemes, Wu – Hu and Gan (2009) and the perceived hotel image scale in Lee’s (2003) study were used. “ANOVA, t-test” was carried out to determine whether there is a significant difference between the quality of service, behavioral intentions and hotel image perception of the participants included in the research and individual characteristics and the position studied,’’Turkey Test’’ was carried out to see between which groups the diffirence occured. Hierarchical regression analysis was conducted to reveal the mediating role of the hotel image in the effect of service quality on behavioral intentions, which is the main purpose of the research. Findings – Within the framework of the obtained results, it was determined that service quality has a statistically significant effect on behavioral intentions, and there is a significant interections between service quality perception and hotel image. In addition to this, the effect between the hotel image tool parameter and the behavioral intentions dependent parameter was found to be significant. Moreover, as a result of obtained findings, the mediating role of the hotel image in the effect of service quality, which is the aim of the research, on behavioral intentions was revealed. Discussion – Employees' perception of service quality, behavioral intentions and hotel image perception, which are thought to provide a competitive advantage to the accommodation business, should be taken into consideration.