Service Quality, Emotional

Satisfaction, and Behavioural

Intentions
A study in the hotel industry
by JSSCMS students, Mysore

ABSTRACT:

Purpose – The purpose of this paper is to develop and test a conceptual model of the
relationships among the constructs of “service quality”, “emotional satisfaction”, and
“behavioural intention” in the hospitality industry.

Design/methodology/approach – The study utilizes a review of the literature to propose a

conceptual model that postulates that: service quality is positively related to consumers’
emotions; service quality is positively related to behavioural intentions; and consumers’
emotions are positively related to behavioural intentions. Moreover, the model postulates that
emotional satisfaction partially mediates the effect of service quality on behavioural intentions.
The model is tested in an empirical study with data from a survey among 80 respondents.

Findings – All the hypothesized relationships are supported. The results confirm that service
quality exerts both direct and indirect effects (through emotional satisfaction) on behavioural
intentions.

Originality/value – The research provides valuable insights into the role of emotional
satisfaction in the hotel service experience. Emotional satisfaction makes a significant
contribution to the prediction of behavioural intentions .

Literature review
Perceived service quality

It is defined as the perceived quality of a given service as: the result of an evaluation process, in
which the consumer compares his expectations with his perception of the service received; in
other words, he places the perceived service and the expected service opposite one another.
To examine the dimension of service quality in the hotel industry we developed Lodging quality
index(LQI) scale having four service quality dimensions:

1) Tangibility 2) Responsiveness and 3) Confidence.

Emotional satisfaction

It is mental state of readiness that arises from cognitive appraisals of events or thoughts; it
has a phenomenological tone; is accompanied by physiological processes; is often expressed
physically (e.g., in gestures, posture, facial features); and may result in specific actions to
affirm or cope with the emotions, depending on its nature and meaning for the person having
it. To examine Emotional satisfaction we use three dimensions:
1) Happiness 2) Pleasant and 3) Joy

Behavioural intentions

Behavioural intentions signal whether customers will remain with or defect from the company it
can be categorized as favourable or unfavourable. Favourable behavioural intentions include
positive word of mouth (saying positive things and recommending the service to others), paying
a price premium, spending more money with the company, and remaining loyal. Conversely,
unfavourable behavioural intentions include leaving the company, spending less money with the
company, spreading negative word of mouth, and taking legal action.
In order to examine Behaviour intentions we consider one dimension :

1) Recommendation

Proposed model

H1. Overall service quality is positively related to consumption emotions.

H2. Overall service quality is positively related to behavioural intentions.

H3. Consumption emotions are positively related to behavioural intentions.

Sample and data collection

An empirical study was conducted in 2010 using data collected from Mysorean respondents by
self-administered questionnaires. In all 80 questionnaires were distributed to respondent who
consent to take part in the survey. The characteristics of the respondent are given in the
following table.

Variables Frequency
Gender
Male 45
Female 35

Age group
Below 18 -
18-25 52
26-30 7
31-40 4
41-50 9
Above 50 8

Occupation
Professional 22
Business 11
Student 41
Govt .service 6

Annual income
Below Rs 50,000 32
Rs 50,000-100,000 13
Rs 100,001-200,000 3
Rs 200,001-300,000 19
Rs 300,001-400,000 6
Rs Above 400,000 7

Frequency of stay in hotel

Less than once a year 32
Once a year 15
Twice a year 11
Three times a year 4
Four times a year 5
Not stated 13

RESEARCH METHODOLOGY
Data collected has been analyzed using different statistical tools. SPSS was used for assessment of the
reliability of dimensions and testing the hypothesis. For the purpose of analysis, Likert scale, which is
actually an ordinal scale, is being approximated to a metric scale (i.e., interval scale in this case), and
hence multiple regression and bivariate correlations are being used to explain the data.

MEASURES

.1) Perceived service quality : The present study measured service quality with a
performance measure (rather than a “gap” measure). The measure selected was the
lodging quality index (LQI) developed by Getty and Getty (2003). LQI is composed of
12 items categorized into four dimensions by using five-type Likert scale:

(1) Tangibles, consisting of two item in measuring namely:

a) The front desk was visually appealing.

b) The hotel’s employee had clean, neat uniform.

(2) Responsiveness, consisting of three items in measuring namely:

a) The hotel’s employee responded promptly to my request.

b) A brochure about the hotel was provided.
c) The hotel’s employees were willing to answer my question.

(3) confidence ,consisting of three items in measuring namely

a) The hotel’s employees treated me with respect.

b) The hotel’s employee were polite when answering my question
c) The hotel provided a safe environment.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .684
Bartlett's Test of Sphericity Approx. Chi-Square 245.046
Df 28
Sig. .000

By the help of KMO and Bartlett’s result we found that there is a 100% level of significance for
these eight question and it tells about how this question are will helpful to understand the
Tangibility, Responsiveness and Confidence hence Service Quality.
Total Variance Explained
Component Rotation Sums of Squared Loadings
Total % of Variance Cumulative %
1 2.170 27.129 27.129
2 2.037 25.466 52.595
3 1.726 21.573 74.168
4
dimension0

5
6
7
8

By the help of total variance explained result we found that the cumulative variance for service quality
cost is 74.16%. According to the survey it should have more than 60% and we reached this level. It tells
that, what question we have selected to interpretation has given the appropriate result for the variable.

Rotated Component Matrixa

Component
1 2 3
SQ1 .155 .175 .834
SQ2 .138 .140 .866
SQ13 .187 .743 .315
SQ14 -.006 .830 -.044
SQ15 .272 .798 .276
SQ19 .870 .201 .081
SQ20 .819 .252 .056
SQ21 .769 -.075 .305

Reliability Statistics
Cronbach's
Alpha N of Items
.720 2

Reliability Statistics
Cronbach's
Alpha N of Items
.702 3

Reliability Statistics
Cronbach’s
Alpha N of items
771 3

This result tells us that the questionnaires (1,2),(13,14,15)and(19,20 ,21) have the equal weightage in
service quality where the questionnaires are having same component and coming into same factor.

2) Emotional satisfaction; It was measured in terms of three emotional dimensions by using

five-point likert scale

1) Happiness, which consists of two item in measuring namely

a) I feel not at all happy in this hotel.

b) It was glad to stay in this hotel

2) Pleasantness, which consists of two item in measuring

a) I feel not pleasant staying in this hotel.
b) It is pleasant to stay in this hotel

3) Joy, which also consist two items namely

a) I feel not at all joy staying in this hotel
b) I feel at peace when I stay in this hotel

1) Behaviour intention : it was operationalised as a multidimensional construct and it

was measured by two dimension by using five-point Likert-type scale
1) Recommendation and loyalty, which consists of one items namely
a) I will certainly recommended this hotel to friends and acquaintances
b) This hotel is always my first choice

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .755
Bartlett's Test of Sphericity Approx. Chi-Square 271.567
Df 28
Sig. .000

By the help of KMO and Bartlett’s result we found that there is a 100% level of significance for
these eight question (six for Emotional satisfaction and two for Behaviour Intention) and it tells
about how these questionnaires are will helpful to understand the Happiness, Pleasant, Joy
resulting Emotional satisfaction and Recommendation for Behaviour Intention Service Quality.
Total Variance Explained
Component Rotation Sums of Squared Loadings
Total % of Variance Cumulative %
1 2.348 29.355 29.355
2 2.216 27.697 57.051
3 1.649 20.619 77.670
4
dimension0

5
6
7
8
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2 3
BI1 .696
BI2 .873
ES1 .811
ES2 .899
ES3 .851
ES4 .873
ES5 .831
ES6 .706

This result tells us that the questionnaires ES4,ES5,ES6 represents factor 1 then,ES1,ES2,ES3 represents
factor 2 and BI1,BI2 represents factor 3 have the equal weightage in behaviour intention and emotional
satisfaction where the questionnaires are having same component and coming into same factor.
HYPOTHESIS ANALYSIS
Report 1

ANOVAb
Model
Sum of Squares df Mean Square F Sig.
1 Regression 34.954 3 11.651 20.104 .000a

Residual 44.046 76 .580

Total 79.000 79

a. Predictors: (Constant), TSQ3, TSQ2, TSQ1

b. Dependent Variable: SA1

Coefficients

Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) -7.854E-17 .085 .000 1.000
TSQ1 .531 .086 .531 6.199 .000
TSQ2 .273 .086 .273 3.190 .002
TSQ3 .293 .086 .293 3.421 .001
a. Dependent Variable: SA1

After analysing of above calculation the dependent variable is emotional satisfaction and This
variable give result for independent variable perceive service quality. The result gives 100% level
of significance in ANOVA and coefficients of correlation there is 100% significance level for
tangibility, for responsiveness 98% and for confidence quality 99% significance level. In this
analyses H1 will support the coefficients of correlation and ANOVA.

Report 2
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 34.373 3 11.458 19.513 .000a
Residual 44.627 76 .587
Total 79.000 79
a. Predictors: (Constant), TSQ3, TSQ2, TSQ1
b. Dependent Variable: INT

Coefficientsa
Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) -1.036E-16 .086 .000 1.000
TSQ1 .490 .086 .490 5.678 .000
TSQ2 .260 .086 .260 3.011 .004
TSQ3 .358 .086 .358 4.150 .000
a. Dependent Variable: INT

After analysing of above calculation the dependent variable is behavioural intention and this
variable give result for independent variable perceive service quality. The result gives 100% level
of significance in ANOVA and coefficients of correlation there is 100% significance level for
tangibility, for responsiveness 96% and for confidence 100% significance level. In this analyses
H2 will support the coefficients of correlation and ANOVA.

Report 3

Anova
1 Regression 69.559 2 34.780 283.664 .000a
Residual 9.441 77 .123
Total 79.000 79
a. Predictors: (Constant), SA2, SA1
b. Dependent Variable: INT
Coefficientsa
Model Standardized
Unstandardized Coefficients Coefficients
B Std. Error Beta t Sig.
1 (Constant) -2.008E-17 .039 .000 1.000
SA1 .938 .039 .938 23.818 .000
SA2 .009 .039 .009 .223 .824
a. Dependent Variable: INT

After analysing of above calculation the dependent variable is behavioural intention and this
variable give result for independent variable perceive emotional satisfaction. The result gives
100% level of significance in ANOVA and coefficients of correlation there is 100% significance
only in SA1 (Negative emotional satisfaction) and level for happy, pleasant and joy are 100%
significance level. In this analyses H3 will support the coefficients of correlation and ANOVA.

CONCLUSION:

The main objective of this study was to propose and test a conceptual model of the relationships
among the constructs of “service quality”, “behavioural intentions”, and “emotional
satisfaction”. The conceptual model proposed in the study postulated that “service quality”
impacts on “behavioural intentions” both directly and indirectly (through “emotional
satisfaction”). The model also postulated that “service quality has a positive relationship with
“emotional satisfaction” and that “emotional satisfaction” is positively related to “behavioural
intentions”. All of these hypothesized relationships were supported. It would seem that the
significance of these direct and indirect influences might depend on the particular service setting
under investigation. Future studies could test both the direct and indirect influences of service
quality on behavioural intentions in different service settings.

The results of the present study provide empirical evidence that emotional satisfaction plays an
important role in service experiences. The first is that emotional satisfaction was derived from
service-quality evaluation. This result is in accordance with. In the present study, the existence
of other determinants of emotional satisfaction. Second, emotional satisfaction resulting from
service-quality evaluation exhibits a direct and strong impact on behavioural intentions.
***************************************X************************************

BUSINESS RESEARCH
METHODOLOGY
ASSIGNMENT
SUMITTED TO

Prof. PRAVEEN KUMAR

BY

GROUP NO. 4

1) PAVITRA
2) MEGHA
3) ASHA
4) SACHIN
5) DEEPAK A.P
6) JEEVITA S.D
7) DEEPAK SINGH