Relations between Service Quality, Overall Satisfaction, and Word-of-Mouth in Hotel Industry

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Nimit Soonsan
Umaporn Somkai

Abstract

This study focused on relation between service quality, overall satisfaction and word-of-mouth of domestic tourists at 4-5 stars’ hotel located in Phuket, Thailand. The study aimed to explore the effect of service quality to overall satisfaction and investigated association between overall satisfaction affected to positive word-of-mouth (WOM). The questionnaire was used as a research tool. Data were conveniently collected from the domestic tourists’ who stayed at 4-5 stars’ hotel located in Phuket, Thailand. Data analysis was done by using on multiple regression analysis. Research results outline five dimensions of service quality: tangibility, reliability, responsiveness, confidence, and communication. The results showed that the communication has only a positive impact on overall satisfaction. Furthermore, the overall satisfaction directly had a positive and significant impact on WOM. The conclusion, implication and future research issues discussed in the paper.

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