Investigating the Factors Influencing Hospitality Guests Satisfaction: A Study on Service Quality, Customer Relations, and Return Business

Abstract

Guest satisfaction is a critical determinant of success in the hospitality industry, directly influencing customer loyalty and repeat business. This paper investigates the core factors that shape guests’ satisfaction, focusing on dimensions of service quality, customer relationship management (CRM), and their impact on return business in the hotel sector. Using a mixed-methods approach, the study combines quantitative data collected through structured questionnaires distributed among hotel guests with qualitative insights from in-depth interviews with hotel managers and frontline employees. The SERVQUAL model forms the theoretical framework, assessing key service quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Findings reveal that responsiveness and assurance are the most significant predictors of guest satisfaction, while effective CRM practices enhance guests’ perceived value, emotional connection, and loyalty intentions. The study highlights the importance of continuous staff training, personalized service delivery, and the integration of digital CRM tools to build stronger guest relationships. The paper concludes with practical recommendations for hotel managers to strategically enhance guest experiences and foster repeat patronage. Limitations and avenues for future research are also discussed to guide scholars and practitioners in developing sustainable competitive advantages in an increasingly demanding and competitive market.

Keywords: Guest Satisfaction, Service Quality, SERVQUAL, Customer Relationship Management, Hospitality Industry, Return Business, Hotel Management

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