ABSTRACT
In the hospitality and tourism industry, as in the service industry, the quality of services offered to guests is known to be critically important in providing a competitive advantage to businesses (Oh and Parks 1997). Service quality has many benefits, such as ensuring guests’ satisfaction, intention to return, brand loyalty, positive value perceptions, positive brand associations and favourable word of mouth. Therefore, customers who are pleased with the quality of services offered will come back and recommend that business to others (e.g. Wu 2013). Previous studies in the relevant literature have most often sought to explore service quality from the perspective of guests.
