THE IMPACT OF SERVICE QUALITY ON BEHAVIORAL INTENTION IN HOSPITALITY INDUSTRY

Year 2010, Volume: 2 Issue: 1, 9 - 15, 01.06.2010

Ayse Kuruuzum Can Deniz Koksal

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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