THE IMPACT OF SERVICE QUALITY ON BEHAVIORAL INTENTION IN HOSPITALITY INDUSTRY

Abstract

The purpose of this study is to determine the impact of service quality on behavioral intention in hospitality industry. In order to measure service quality, five-dimensional and twenty two-itemed scale which adapted for hospitality industry by Tsaur, Lin and Wu from Parasuraman, Zeithaml and Berry’s SERVQUAL scale, was used. Together with this scale, five-dimensional and thirteenitemed scale which developed by Parasuraman, Zeithaml and Berry was used in order to measure behavioral intention. This study was performed in five star hotels in Belek Tourism District in Antalya, and 610 questionnaire forms were returned out of 1000 distributed ones. According to the results of the study, the correlation values related with the dimensions of service quality and behavioral intention are found varying between 0.245 and 0.821. In the path analysis, with which, examining the impact of service quality on behavioral intention was aimed; we found that the service quality has more impact on the behavioral dimensions of “loyalty” and “pay more”.

Keywords

• Service quality, behavioral intention, hospitality industry

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