The Effect of Perceived Service Quality on Customer Satisfaction and Behavioral Intention in Hotel Enterprises

Abstract

Purpose - The purpose of this study is to determine the relationship and impact between the service quality perceived by the local tourists receiving service in the hotel enterprises, the customer satisfaction as well as the behavioral intention levels. Design/methodology/approach - The targeted population of the study consists of local tourists who have received service at least one night in Erzurum/Palandoken Ski Center, located within the Turkey’s Winter Tourism Corridor. In the research, survey technique was used for data collection. The questionnaire implementation of this study was carried out in January, February and March of 2020, and a total of 400 available questionnaire forms were analyzed for this purpose. The resulting data obtained were evaluated under reliability analysis, factor analysis, and correlation and regression analysis. Findings - Following the examination of research outcomes, it has been observed that the perceived service quality aspects (tangibles, responsiveness, assurance and empathy) are effective on customer satisfaction and behavioral intention. Moreover, it has been detected that the satisfaction levels of the participants are effective on the behavioral intent. Discussion - In the literature, many studies have been conducted that examine the service quality perceived, in enterprises, the customer satisfaction as well as the behavioral intention levels. In the researches, a positive and significant relationship between service quality perceived, customer satisfaction as well as the behavioral intention levels. This study results are similar to the results of the literature.Therefore, service quality perceptions of customers can always be kept high and their satisfaction can be ensured.