SERVICE QUALITY AND GUESTS BEHAVIOURAL INTENTIONS: A STUDY IN THE KODAIKANAL STAR HOTELS

The purpose of this paper is to identify the best predictor among the dimensions of service quality in the Kodaikanal Star Hotels as perceived by the guests in terms of perceived value, guest's overall satisfaction and behavioural intention. The study reviews a proposed model of service quality and its relationship with perceived value, guest's satisfaction and behavioural intention. Service quality is positively related to perceived value and guest's overall satisfaction. Similarly, Guest's overall satisfaction works as mediator between service quality and behavioural intentions of the guests who stayed in hotels. The model is tested empirically with the data from a survey conducted among 300 guests who stayed in Kodaikanal star hotels during the study period. Dis-proportionate stratified random sampling is used for the study. Guest's perceived value, overall satisfaction and behavioural intentions are evaluated in respect of six service quality dimensions namely tangibles, responsiveness, reliability, assurance, empathy and convenience. The three hypotheses establish the fact that service quality and behavioural intentions of the guests in the hotel industry are positively associated. Reliability service is found to be the best predictor in respect of perceived value; Assurance service is proved to be the best predictor in respect of Guests overall satisfaction and Empathy service is inferred to be the best predictor in respect of behavioural intentions.