The impact of perceived service quality on customer satisfaction in accommodation establishments: A study on Iranian tourists visiting Van

This study aims to examine the relationship between perceived service quality and customer satisfaction among Iranian tourists staying in Van, Turkey. Employing a quantitative research method and a relational survey model, face-to-face surveys were conducted with 210 Iranian tourists. Service quality was measured using the SERVQUAL scale developed by Parasuraman et al., encompassing five dimensions (tangibles, reliability, responsiveness, assurance, empathy), while satisfaction was assessed with a scale adapted from Silik (2018). Data were analyzed using SPSS, with Cronbach's Alpha values (service quality: 0.966; satisfaction: 0.955) indicating high reliability of the scales. Findings reveal that all dimensions of service quality positively influence customer satisfaction (R² = 0.763). Empathy (β = 0.845) exhibited the strongest impact, while responsiveness (β = 0.718) had the least, yet still significant, effect. Correlation analyses highlighted a strong relationship, particularly between empathy and assurance (r = 0.833). The study suggests that accommodation establishments should focus on empathy, assurance, and reliability to enhance customer satisfaction. A limitation noted is the sample being restricted to Iranian tourists in Van; future research is recommended to include other destinations and qualitative methods. These findings offer valuable insights for accommodation establishments aiming to improve service quality and gain a competitive edge.