Accommodation is one of the largest components of the tourism sector (Deng, Yeh, and Sung 2013). The increasing competition in the accommodation sector has meant that establishments have started focusing a lot on improving customer satisfaction with a view to retain existing and attract new customers. Consequently, a number of studies have been carried out to assess customer satisfaction and its determinants in several sectors, including accommodation. Several of such research investigates the relationship between various service quality dimensions and overall customer satisfaction. For example, The American Customer Satisfaction Index (ACSI), established in 1994 and inspired by the Swedish Customer Satisfaction Barometer (SCSB) (Fornell et al., 1996), contains sets of causal relationship between the antecedents (e.g. customer expectations, perceived service quality and perceived value) and the consequences (e.g. customer complaints and customer loyalty) of customer satisfaction. Such studies are based on the premise that service quality influences customer satisfaction which in turn influences customer behavioural intention (i.e. their intention to return to the same accommodation again or complaints behaviour) (Kang, Okamoto, and Donovan, 2004). The latter empirically reported that increased customer satisfaction in the accommodation sector led to positive behavioural intention, prevented customer defection, and lowered marking costs of the organisations. There is also considerable evidence to suggest that service quality and perceive value with a product or service are associated with customer satisfaction (Brady, Robertson, and Cronin, 2001). Show less

Accommodation is one of the largest components of the tourism sector (Deng, Yeh, and Sung 2013). The increasing competition in the accommodation sector has meant that establishments have started focusing a lot on improving customer satisfaction with a view to retain existing and attract new customers. Consequently, a number of Show more