The role of perceived service quality on tourists' intention to recommend: An empirical study on bungalow hotels

This study was conducted to examine the effects of perceived service quality on customer satisfaction and behavioral intention in bungalow hotels. The research focused on the relationship between the sub-dimensions of service quality (tangibles, reliability, responsiveness, assurance, and empathy) and both customer satisfaction and behavioral intention. In addition, the differences in these perceptions based on demographic variables were also evaluated. The study employed a relational survey model. Data were collected using a convenience sampling method from 402 participants who stayed at bungalow hotels in the provinces of Trabzon and Rize. The data were analyzed using t-test, ANOVA, correlation analysis, and regression analysis. According to the research findings, the sub-dimensions of service quality showed a strong relationship with customer satisfaction. In particular, reliability and empathy emerged as the most influential dimensions on customer satisfaction. Moreover, a strong and positive relationship was identified between customer satisfaction and behavioral intention. This indicates that customer satisfaction is an important factor in the likelihood of customers choosing the same hotels again and recommending them to others. The results of the regression analysis revealed that service quality has a significant effect on customer satisfaction, but its direct effect on behavioral intention is limited. It was concluded that behavioral intention may also be influenced by other factors beyond service quality, such as customer satisfaction, price perception, and loyalty.