The Effect of Service Quality and Value of Five-Star Hotel Services on Behavioral Intentions with the Role of Consumer Satisfaction as Mediator

Abstract

This study aims to improve knowledge of consumers’ decision-making by testing a conceptual model that considers the hotel’s service quality and service value toward customers’ behavioral intentions using a mediator, which is the role of consumers’ satisfaction. The object of this research is five-star hotels, which has become a significant segment of the general hotel industry and is undergoing rapid expansion. This research is a quantitative research using questionnaire as the sampling method answered by people who have stayed at five-star hotels before. The total of 150 valid respondents were used in this study. The collected data was processed by a statistical tool software, Partial Least Square (PLS). The major findings of this research showed that the relations between service quality and service value of five-star hotels do not have significant positive impact on consumers’ behavioral intention, nonetheless the mediation analysis shows that customers’ satisfaction partially mediates service quality and service value with consumers’ behavioral intentions to stay. It means that in this case, consumers’ satisfaction has an important role to mediate service value quality and service value. As a result, the study shows that four out of six hypotheses are supported. A couple of recommendations are suggested for further research.