The Effect of Perceived Service Quality on Customer Satisfaction and Behavioral Intention in Hotel Enterprises

Purpose - The purpose of this study is to determine the relationship and impact between the service\rquality perceived by the local tourists receiving service in the hotel enterprises, the customer\rsatisfaction as well as the behavioral intention levels.\rDesign/methodology/approach - The targeted population of the study consists of local tourists who\rhave received service at least one night in Erzurum/Palandoken Ski Center, located within the\rTurkey’s Winter Tourism Corridor. In the research, survey technique was used for data collection. The\rquestionnaire implementation of this study was carried out in January, February and March of 2020,\rand a total of 400 available questionnaire forms were analyzed for this purpose. The resulting data\robtained were evaluated under reliability analysis, factor analysis, and correlation and regression\ranalysis.\rFindings - Following the examination of research outcomes, it has been observed that the perceived\rservice quality aspects (tangibles, responsiveness, assurance and empathy) are effective on customer\rsatisfaction and behavioral intention. Moreover, it has been detected that the satisfaction levels of the\rparticipants are effective on the behavioral intent.\rDiscussion - In the literature, many studies have been conducted that examine the service quality\rperceived, in enterprises, the customer satisfaction as well as the behavioral intention levels. In the\rresearches, a positive and significant relationship between service quality perceived, customer\rsatisfaction as well as the behavioral intention levels. This study results are similar to the results of the\rliterature.Therefore, service quality perceptions of customers can always be kept high and their\rsatisfaction can be ensured.