HOW SERVICE QUALITY AND BEHAVIORAL INTENTION AFFECTS HOTEL IMAGE

Abstract

Hospitality in the service business, especially in the hotel business, is an important
knowledge to understand. With the competition of star hotels offering the same things like
facilities and competitive rates or service, every hotel operator should always have a dynamic
strategy to achieve the desired level of occupancy. Service quality is one of the mandatory
variables to be reviewed by hotel operators, both by local and international hotel operators.
Good service quality is expected to enhance the good image of the hotel in the eyes of its
customers. Satisfactory service quality will also entice customers to keep returning and
become a loyal customer to a hotel, and these customers will also be willing to help promote
it by word of mouth. A positive behavioral intention from the customer will hopefully affect
the hotel image. This study was conducted to examine the effect of service quality on the
hotel image with the variable of behavioural intention as the intervening variable.