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Measuring Customer Satisfaction of Hotel Industry in Bangladesh: A SERVQUAL and Structural Equation Model (SEM) Approach

Rinu Fatema*

Department of Tourism and Hospitality Management, Noakhali Science and Technology University, Bangladesh.

Periodicity:October - December'2024

Abstract

The hospitality industry plays a major role in the economic development of Bangladesh, with the hotel sector being a key component. This study investigates customer perceptions of service levels and satisfaction across hotels in Bangladesh, utilizing the SERVQUAL model and Structural Equation Modeling (SEM) to assess various dimensions of service. Four additional dimensions are included in the SERVQUAL model to extend its applicability. Data was collected from 400 guests staying in different types of hotels, including luxury and budget accommodations, using a structured questionnaire and random sampling. The findings revealed that tangibility, reliability, responsiveness, empathy, service recovery, prices, access, and location have a significant impact on customer satisfaction, while assurance does not. These insights can assist hotel management in enhancing service quality to meet evolving customer expectations and improve guest satisfaction. This study aims to close the gap in the literature by providing a comprehensive assessment of the quality of services provided at tourist destinations in Bangladesh.

Keywords

Service Quality, Customer Perception, Customer Satisfaction, Hotel Industry, SERVQUAL Model, Structural Equation Model (SEM).

How to Cite this Article?

Fatema, R. (2024). Measuring Customer Satisfaction of Hotel Industry in Bangladesh: A SERVQUAL and Structural Equation Model (SEM) Approach. i-manager’s Journal on Management, 19(2), 13-27.

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