Service Quality and Customer Satisfaction: The Moderating Effects of Hotel Star Rating

Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle, Vivek Sunnasseeg

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This research contributes to customer satisfaction knowledge with regard to accommodation in South Africa whose star grading differs. A multi-group analysis and an importance-performance map analysis by means of
PLS-SEM allow us to differentiate between service quality performance scores and their influences on customer satisfaction across accommodation with a different star grading. The two most important predictors of satisfaction
with one-star and two-star category accommodation are the accommodation infrastructure and the employee expertise. Both predictors were found to have relatively low levels of performance. Safety and security and room quality are two significant determinants of satisfaction with three-star establishments, although they under-perform with regard to safety and security. In respect of four-star and five-star accommodation, waiting time and customer interaction, both of which have above average performance scores, influence customer satisfaction.
We provide specific guidelines for managerial interventions to improve service quality and guests’ satisfaction for each grading category.
Original languageEnglish
Article number102414
JournalInternational Journal of Hospitality Management
Number of pages15
ISSN0278-4319
DOIs
Publication statusPublished - 21 Nov 2019

Bibliographical note

Epub ahead of print. Published online: 21 November 2019

Keywords

  • Customer satisfaction
  • Service quality
  • Accommodation
  • IPMA
  • PLS-SEM
  • Hotels

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