PRIORITIZATION OF VARIOUS DIMENSIONS OF SERVICE QUALITY IN HOSPITALITY INDUSTRY

This study evaluates the relative importance of service quality (SERVQUAL) dimensions by applying multiple regression analysis and presents an attractive application of these dimensions in the hospitality industry. The primary purpose of present research paper is to prioritize the various dimensions of service quality using multiple regression analysis. Thus, this paper provides a comprehensive way to rank these dimensions, especially in the context of hospitality industry. It gives the detailed narrative about the regression analysis. For this, primary data were collected from the selected industrial estates of Uttarakhand which limits the generalizability of the findings of our study. The paper ends with conclusion and implications along with directions for future research.