The hospitality industry plays a significant role in the economic development of Bangladesh, with the hotel sector being a key component. This study investigates guest perceptions of service quality in hotels and their satisfaction level across Bangladesh, utilizing the SERVQUAL model and Structural Equation Model (SEM) to assess various dimensions of service. With the SERVQUAL model here four dimensions are added to extend the model. Data was collected from 400 guests staying in different types of hotels, including luxury and budget accommodations, through a structured questionnaire and random sampling are used here. Findings reveal that tangibility, reliability, responsiveness, empathy, service recovery, prices, access and location have a significant effect on customer satisfaction, whereas assurance do not. These insights can assist hotel management in enhancing service quality to meet evolving customer expectations, thereby improving guest satisfaction. The study is conducted to filling the gap in the literature regarding the comprehensive evaluation of service quality at tourist destinations.

"> The hospitality industry plays a significant role in the economic development of Bangladesh, with the hotel sector being a key component. This study investigates guest perceptions of service quality in hotels and their satisfaction level across Bangladesh, utilizing the SERVQUAL model and Structural Equation Model (SEM) to assess various dimensions of service. With the SERVQUAL model here four dimensions are added to extend the model. Data was collected from 400 guests staying in different types of hotels, including luxury and budget accommodations, through a structured questionnaire and random sampling are used here. Findings reveal that tangibility, reliability, responsiveness, empathy, service recovery, prices, access and location have a significant effect on customer satisfaction, whereas assurance do not. These insights can assist hotel management in enhancing service quality to meet evolving customer expectations, thereby improving guest satisfaction. The study is conducted to filling the gap in the literature regarding the comprehensive evaluation of service quality at tourist destinations.

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

Rinu Fatema*
Periodicity:October - December'2024

Abstract

The hospitality industry plays a significant role in the economic development of Bangladesh, with the hotel sector being a key component. This study investigates guest perceptions of service quality in hotels and their satisfaction level across Bangladesh, utilizing the SERVQUAL model and Structural Equation Model (SEM) to assess various dimensions of service. With the SERVQUAL model here four dimensions are added to extend the model. Data was collected from 400 guests staying in different types of hotels, including luxury and budget accommodations, through a structured questionnaire and random sampling are used here. Findings reveal that tangibility, reliability, responsiveness, empathy, service recovery, prices, access and location have a significant effect on customer satisfaction, whereas assurance do not. These insights can assist hotel management in enhancing service quality to meet evolving customer expectations, thereby improving guest satisfaction. The study is conducted to filling the gap in the literature regarding the comprehensive evaluation of service quality at tourist destinations.

Keywords

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

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