A research on Palandöken regarding the perceived service quality, customer satisfaction and behavioral intention in hotel enterprises

It is known that service quality and customer satisfaction greatly affect the behavioral intentions of customers such as re-purchasing the service, recommending it to others or revisiting the business. The main purpose of this study is to determine the relationship and impact between the service quality perceived by the local tourists receiving service in the hotel enterprises, the customer satisfaction as well as the behavioral intention levels, and the perceived service quality, customer satisfaction and behavioral intent. The targeted population of the study consists of local tourists who have received service at least one night in Erzurum / Palandoken Ski Center, located within the Turkey's Winter Tourism Corridor. "SERVQUAL" scale developed by Parasuraman et al. (1983; 1988; 1990) has been used to measure the perceived service quality in hotel enterprises while "Customer Satisfaction Scale" developed by Oliver (1997; 1999) has been benefited in measuring customer satisfaction and "Behavioral Intent Scale" developed by Zeithaml et al. (1996) has been used to measure behavioral intention. The questionnaire implementation of this study was carried out in January, February and March of 2020, and a total of 400 available questionnaire forms were analyzed for this purpose. The resulting data obtained were evaluated under frequency analysis, factor analysis, t-test, variance analysis, and correlation and regression analysis. Following the examination of research outcomes, it has been observed that the perceived service quality aspects (tangibles, responsiveness, assurance and empathy) are effective on customer satisfaction and behavioral intention. Moreover, it has been detected that the satisfaction levels of the participants are effective on the behavioral intent. Additionally, there are differences between the demographic characteristics and traveling attitudes of the participants and the perceived service quality, customer satisfaction and behavioral intention.