Abstract:
The present study examines the determinants affecting consumer satisfaction and behaviour intention in the hotel industry using the SERVQUAL model. The primary data was collected using a structured questionnaire through online and offline modes using convenience sampling techniques from November 2022 to April 2023. A total of 556 responses were received, but only 514 were found suitable for further analysis. The study's findings revealed that reliability, responsiveness, assurance, and empathy positively influence customer satisfaction towards hotel services. Tangibility does not positively impact customer satisfaction. Moreover, results also revealed that satisfaction influences hotel guests' behaviour intention. The proposed model explained 67 percent variation in customer satisfaction and 65 percent variation in behaviour intention. The present study provides valuable insight to hotel operators to improve service quality, which will help them retain existing customers and attract new customers through positive word of mouth.
