Factors Affecting Service Quality in a Saudi Hotel Industry: A Case Study in Albaha, Saudi Arabia

Abstract

Purpose of the study: The objective of this study is to examine the factors that influence Service Quality (SQ) in hotels located in Albaha, Saudi Arabia, and evaluate the extent of their influence. Methodology: Data was collected from 500 customers using the SERVQUAL questionnaire, with 327 responses suitable for analysis. Convenience sampling was used, and Smart PLS software aided in data analysis. Main findings: Tangibility and Empathy significantly influenced Service Quality, while Reliability, Responsiveness, and Assurance had negligible impact. Research limitations/implications: This study offers insights for enhancing social intelligence (SQ) in Albaha's hotel industry, highlighting areas for further research. Conclusions: This study reveals that Tangibility and Empathy significantly influence Service Quality in Albaha's hotels, while Reliability, Responsiveness, and Assurance show negligible impact. These findings provide actionable insights for enhancing social intelligence in the local hotel industry and highlight avenues for further research. Novelty/Originality of this study: The study sheds light on the factors affecting service quality in Albaha's hotels, proposing culturally appropriate strategies for improvement.