Service  Quality Dimensions  of Small-Scale Hotels and Its Impact on Customers’ Behavioral Intentions: An Assessment

Bayani O. De Asis Jr.; Rolando R. Calma

Keywords:

small scale hotels

Abstract

The objective of this study is to assess thye service quality delivered by small-scale and Department of Tourism-accredited (DOT-accredited) hotels in the province of Bulacan and its impoact on tne behavioral intention ofr customers. Descriptive-correlational and quantitative research method were applied. A total of 257 respondents were determined to be quialified and participated in the survey. Purposive sampling was used in the study. Pilot testing and expert validation were performed on the instrument. Additionally, using the SPSS software, the results were tallied up, encoded, and analyzed. To identify the potential significant differences, the researchers used Kruskal Wallis and Mann Whitney Tests. The Spearman Rho was used to measure the significant relationship between the service quality variable and behavioral intention variable. For assessing the differences on the service quality dimensions between two (2) hotels, the Mann-Whitney U test was applied. The study found that there was a direct and significant relationship between service quality and its sub-variables and customers’ behavioral intention in small-scale and DOT-acrredited hotels. The owners and management of small-scale and DOT-accredited hotels in the proivince of Bulacan may continue to boost and improve the quality of service in terms of the various dimensions they provide to their customers as it is found to have a significant relationship with the customers' behavioral intention and ultimately increase that level of behavioral intention in terms of revisit intention, using word of mouth in favor of the hotel services, willingness to pay more, and building loyalt. In addition, hotel management may focus on providing an effective training program to enhance staff knowledge on how to address customer issues and concerns.
References
1. Abdullah, M. S., Toycan, M., & Anwar, K. (2017). The cost readiness of implementing e-learning. Custos Eagronegocio Online, 13(2), 156-175.
2. Adel, R. (2023, February 18). Domestic tourism bolstered hospitality industry in January. Philstar.com. Retrieved from https://www.philstar.com/business/2023/02/18/2245926/domestic-tourism-bolstered-hospitality-industry-january.
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
4. Ajzen, I., & Driver, B. L. (1992). Application of the Theory of Planned Behavior to Leisure Choice. Journal of Leisure Research, 24(3), 207-224.
5. Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management, 5(3), 14–28.
6. Babbie, E. R. (2010). The Practice of Social Research (12th ed.). Belmont, CA: Wadsworth Cengage.
7. Balinbin, A. (2023). Global hotel industry likely to withstand headwinds in 2023. Business World Online. Retrieved from https://www.bworldonline.com/property/2023/02/21/502425/global-hotel-industry-likely-to-withstand-headwinds-in-2023/#google_vignette
8. Bertulino, H. (2022). The importance of safety and security in the hospitality industry. https://studybay.com/blog/safety-and-security-along-with-the-hospitality/
9. Bhatnagar, E., & Nim, D. (2019). Impact of housekeeping services and practices on customer satisfaction and repeat business. https://www.researchgate.net/publication/337219590_Impact_of_Housekeeping_Services_and_Practices_on_Customer_Satisfaction_and_Repeat_Business
10. Borbon, N.M. D., Apritado, J.M.M., Pulhin, J.C.B., & Ylagan, A. D., (2022). Tourist Behavioral Intention in Visiting Tourist Attraction in Batangas Province. Advance Knowledge for Executives, 1(2), 1-10.
11. Chang, J. R., Chen, M. Y., Chen, L. S., & Tseng, S. C. (2019). Why customers don’t revisit in tourism and hospitality industry?. Ieee Access, 7, 146588-146606.
12. Chun, S. H., & Nyam-Ochir, A. (2020). The effects of fast-food restaurant attributes on customer satisfaction, revisit intention, and recommendation using DINESERV scale. Sustainability, 12(18), 7435.
13. Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Merrill.
14. Gallarza, M. G., Del Chiappa, G., & Arteaga, F. (2018). Value-satisfaction-loyalty chain in tourism: A case study from the hotel sector. In The Routledge handbook of destination marketing (pp. 163-176). Routledge.
15. Hameed, A. A., & Anwar, K. (2018). Analyzing the Relationship between Intellectual Capital and Organizational Performance: A Study of Selected Private Banks in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(4), 39.
16. Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.
17. Jeong, Y., Yu, A., Kim, S. (2020). The Antecedents of Tourists’ behavioral intentions at sporting events: The Case of South Korea. Sustainability, 12 (1), 333.
18. Kapil, A. (2021). Estimating the willingness to pay for goods and services in the intangible ‘free good’ economy including technology firms like Google (Doctoral dissertation, Dublin, National College of Ireland).
19. Kitcharoen, K. (2019). The effect of e-word of mouth (E-WOM) on various factors influencing customers’ hotel booking intention. ABAC ODI Journal Vision. Action. Outcome, 6(1), 62.
20. Kumar, A. S., & Reddy, J. (2019). Service Reliability Impact on Business with Reference to Three Star Hotels' in Hyderabad. International Journal of Engineering and Management Research e-ISSN, 2250-0758.
21. Kumar, P. (2023). Service Quality in the Hospitality Industry: Understanding and Improving Customer Satisfaction. Principles of Marketing Management - 3rd Sem S&M (M.Sc HA).
22. Lim, S. E. (2021). Knowledge sharing in hospitality organizations: A meta-analysis. International Journal of Hospitality Management, 95, 102940.
23. Muijs, D. (2010). Doing Quantitative Research in Education with SPSS (2nd ed.). London: SAGE Publications.
24. Nain, A. (2018). A study on major challenges faced by hotel industry globally. International Journal of Creative Research Thoughts, 6(1), 561-571.
25. Nambisan, P., Gustafson, D. H., Hawkins, R., and Pingree, S. (2016). Social support and responsiveness in online patient communities: impact on service quality perceptions. Health Expect. 19, 87–97.
26. Nethercott, A. (2018). Digital trends in payment in Asia. https://mb.com.ph/2018/07/25/digital-trends-in-payments-in-asia-cited/#google_vignette
27. Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management, 91, 102414.
28. Peelen, E., & Beltman, R. (2013). Customer relationship management. Harlow: Pearson Education.
29. Pungpho, K. and Wanarat, S. 2017. A Structural Equation Model for Logistics Service Quality to Measurement Passenger Loyalty at Suvarnabhumi Airport, Thailand. PSAKU International Journal of Interdisciplinary Research 6 (1): 79- 91.
30. Rahimian, S., ShamiZanjani, M., Manian, A., & Esfidani, M. R. (2021). A framework of customer experience management for hotel industry. International Journal of Contemporary Hospitality Management, 33(5), 1413-1436.
31. Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 112. https://doi.org/10.1186/s43093-020-00021-0
32. Rawal, Y. S., Pal, S., Bagchi, P., & Dani, R. (2020). Hygiene and safety: a review of the hotel industry in the era of COVID-19 pandemic. Bioscience Biotechnology Research Communications, 13(10), 79-83.
33. Salleh, M. Z. M., Said, A. M., Bakar, E. A., Ali, A. M., & Zakaria, I. (2016). Gender differences among hotel guests towards dissatisfaction with hotel services in Kuala Lumpur. Procedia Economics and Finance, 37, 27-32.
34. Setiawan, R., Eliyana, A., Suryani, T., Suryani, T., Aristo, E. G., & Anwar, A. (2022). A Study Of Behavioral Intention: The Practices For Mobile Payment Technology Users In Indonesia. Webology, 19(2), 2364-2381.
35. Sharma, S., & Srivastava, S. (2018). Relationship between Service Quality and Customer Satisfaction in Hotel Industry. TRJ Tourism Research Journal. https://doi.org/10.30647/TRJ.V2I1.20.
36. Statista Research Department. (2023, January 30). Global hotel and resort industry market size worldwide 2013-2023. Retrieved from https://www.statista.com/statistics/1186201/hotel-and-resort-industry-market-size-global/
37. Sugiarto, S., & Octaviana, V. (2021). Service Quality (SERVQUAL) Dimensions on Customer Satisfaction: Empirical Evidence from Bank Study. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 93-106.
38. Wu, M. S. F. (2017). A study on the effects of word-of-mouth on brand trust in tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 7995-8002.
39. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol. 60, pp. 31-46.
40. Zeithaml, V., Bitner, M., and Gremler, D. 2013. Services Marketing: Integrating Customer Focus across the Firm. 6th ed. New York: McGraw-Hill.
41. Zaibaf, M., Taherikia, F., & Fakharian, M. (2013). Effect of perceived service quality on customer satisfaction in the hospitality industry: Gronroos' service quality model development. Journal of Hospitality Marketing & Management, 22(5), 490-504.
42. Zielińska, K., & Bačík, R. (2020). Services delivery in budget hotels for customer satisfaction and loyalty. Global Journal of Entrepreneurship and Management, 1(2), 1-15.

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

De Asis Jr., B. O., & Calma, R. R. (2025). Service Quality Dimensions of Small-Scale Hotels and Its Impact on Customers’ Behavioral Intentions: An Assessment. Humanities Journal, 1(| Accepted Articles). Retrieved from https://malque.pub/ojs/index.php/hj/article/view/8147

[1] Abdullah, M. S., Toycan, M., & Anwar, K. (2017). The cost readiness of implementing e-learning. Custos Eagronegocio Online, 13(2), 156-175.

[2] Adel, R. (2023, February 18). Domestic tourism bolstered hospitality industry in January. Philstar.com. Retrieved from https://www.philstar.com/business/2023/02/18/2245926/domestic-tourism-bolstered-hospitality-industry-january.

[3] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

[4] Ajzen, I., & Driver, B. L. (1992). Application of the Theory of Planned Behavior to Leisure Choice. Journal of Leisure Research, 24(3), 207-224.

[5] Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management, 5(3), 14–28.

[6] Babbie, E. R. (2010). The Practice of Social Research (12th ed.). Belmont, CA: Wadsworth Cengage.

[7] Balinbin, A. (2023). Global hotel industry likely to withstand headwinds in 2023. Business World Online. Retrieved from https://www.bworldonline.com/property/2023/02/21/502425/global-hotel-industry-likely-to-withstand-headwinds-in-2023/#google_vignette

[8] Bertulino, H. (2022). The importance of safety and security in the hospitality industry. https://studybay.com/blog/safety-and-security-along-with-the-hospitality/

[9] Bhatnagar, E., & Nim, D. (2019). Impact of housekeeping services and practices on customer satisfaction and repeat business. https://www.researchgate.net/publication/337219590_Impact_of_Housekeeping_Services_and_Practices_on_Customer_Satisfaction_and_Repeat_Business

[10] Borbon, N.M. D., Apritado, J.M.M., Pulhin, J.C.B., & Ylagan, A. D., (2022). Tourist Behavioral Intention in Visiting Tourist Attraction in Batangas Province. Advance Knowledge for Executives, 1(2), 1-10.

[11] Chang, J. R., Chen, M. Y., Chen, L. S., & Tseng, S. C. (2019). Why customers don’t revisit in tourism and hospitality industry?. Ieee Access, 7, 146588-146606.

[12] Chun, S. H., & Nyam-Ochir, A. (2020). The effects of fast-food restaurant attributes on customer satisfaction, revisit intention, and recommendation using DINESERV scale. Sustainability, 12(18), 7435.

[13] Creswell, J. W. (2012). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Merrill.

[14] Gallarza, M. G., Del Chiappa, G., & Arteaga, F. (2018). Value-satisfaction-loyalty chain in tourism: A case study from the hotel sector. In The Routledge handbook of destination marketing (pp. 163-176). Routledge.

[15] Hameed, A. A., & Anwar, K. (2018). Analyzing the Relationship between Intellectual Capital and Organizational Performance: A Study of Selected Private Banks in Kurdistan. International Journal of Social Sciences & Educational Studies, 4(4), 39.

[16] Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.

[17] Jeong, Y., Yu, A., Kim, S. (2020). The Antecedents of Tourists’ behavioral intentions at sporting events: The Case of South Korea. Sustainability, 12 (1), 333.

[18] Kapil, A. (2021). Estimating the willingness to pay for goods and services in the intangible ‘free good’ economy including technology firms like Google (Doctoral dissertation, Dublin, National College of Ireland).

[19] Kitcharoen, K. (2019). The effect of e-word of mouth (E-WOM) on various factors influencing customers’ hotel booking intention. ABAC ODI Journal Vision. Action. Outcome, 6(1), 62.

[20] Kumar, A. S., & Reddy, J. (2019). Service Reliability Impact on Business with Reference to Three Star Hotels' in Hyderabad. International Journal of Engineering and Management Research e-ISSN, 2250-0758.

[21] Kumar, P. (2023). Service Quality in the Hospitality Industry: Understanding and Improving Customer Satisfaction. Principles of Marketing Management - 3rd Sem S&M (M.Sc HA).

[22] Lim, S. E. (2021). Knowledge sharing in hospitality organizations: A meta-analysis. International Journal of Hospitality Management, 95, 102940.

[23] Muijs, D. (2010). Doing Quantitative Research in Education with SPSS (2nd ed.). London: SAGE Publications.

[24] Nain, A. (2018). A study on major challenges faced by hotel industry globally. International Journal of Creative Research Thoughts, 6(1), 561-571.

[25] Nambisan, P., Gustafson, D. H., Hawkins, R., and Pingree, S. (2016). Social support and responsiveness in online patient communities: impact on service quality perceptions. Health Expect. 19, 87–97.

[26] Nethercott, A. (2018). Digital trends in payment in Asia. https://mb.com.ph/2018/07/25/digital-trends-in-payments-in-asia-cited/#google_vignette

[27] Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management, 91, 102414.

[28] Peelen, E., & Beltman, R. (2013). Customer relationship management. Harlow: Pearson Education.

[29] Pungpho, K. and Wanarat, S. 2017. A Structural Equation Model for Logistics Service Quality to Measurement Passenger Loyalty at Suvarnabhumi Airport, Thailand. PSAKU International Journal of Interdisciplinary Research 6 (1): 79- 91.

[30] Rahimian, S., ShamiZanjani, M., Manian, A., & Esfidani, M. R. (2021). A framework of customer experience management for hotel industry. International Journal of Contemporary Hospitality Management, 33(5), 1413-1436.

[31] Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 112. https://doi.org/10.1186/s43093-020-00021-0

[32] Rawal, Y. S., Pal, S., Bagchi, P., & Dani, R. (2020). Hygiene and safety: a review of the hotel industry in the era of COVID-19 pandemic. Bioscience Biotechnology Research Communications, 13(10), 79-83.

[33] Salleh, M. Z. M., Said, A. M., Bakar, E. A., Ali, A. M., & Zakaria, I. (2016). Gender differences among hotel guests towards dissatisfaction with hotel services in Kuala Lumpur. Procedia Economics and Finance, 37, 27-32.

[34] Setiawan, R., Eliyana, A., Suryani, T., Suryani, T., Aristo, E. G., & Anwar, A. (2022). A Study Of Behavioral Intention: The Practices For Mobile Payment Technology Users In Indonesia. Webology, 19(2), 2364-2381.

[35] Sharma, S., & Srivastava, S. (2018). Relationship between Service Quality and Customer Satisfaction in Hotel Industry. TRJ Tourism Research Journal. https://doi.org/10.30647/TRJ.V2I1.20.

[36] Statista Research Department. (2023, January 30). Global hotel and resort industry market size worldwide 2013-2023. Retrieved from https://www.statista.com/statistics/1186201/hotel-and-resort-industry-market-size-global/

[37] Sugiarto, S., & Octaviana, V. (2021). Service Quality (SERVQUAL) Dimensions on Customer Satisfaction: Empirical Evidence from Bank Study. Golden Ratio of Marketing and Applied Psychology of Business, 1(2), 93-106.

[38] Wu, M. S. F. (2017). A study on the effects of word-of-mouth on brand trust in tourism industry. EURASIA Journal of Mathematics, Science and Technology Education, 13(12), 7995-8002.

[39] Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol. 60, pp. 31-46.

[40] Zeithaml, V., Bitner, M., and Gremler, D. 2013. Services Marketing: Integrating Customer Focus across the Firm. 6th ed. New York: McGraw-Hill.

[41] Zaibaf, M., Taherikia, F., & Fakharian, M. (2013). Effect of perceived service quality on customer satisfaction in the hospitality industry: Gronroos' service quality model development. Journal of Hospitality Marketing & Management, 22(5), 490-504.

[42] Zielińska, K., & Bačík, R. (2020). Services delivery in budget hotels for customer satisfaction and loyalty. Global Journal of Entrepreneurship and Management, 1(2), 1-15.

Abstract

References

How to cite