SYNTHESIZING THE EFFECTS OF SERVICE QUALITY, VALUE, AND CUSTOMER SATISFACTION ON BEHAVIORAL INTENTIONS IN THE MOTEL INDUSTRY: AN EMPIRICAL ANALYSIS

There is a conceptual gap in the marketing literature, as to date there has been no published empirical research on service quality, value, customer satisfaction, or behavioral intentions that has focused on the motel industry. This study seeks to fill this conceptual gap by identifying the dimensions of service quality and empirically examining the interrelationships among the service quality dimensions, service quality, value, customer satisfaction, and behavioral intentions. A hierarchical model is used as a framework to synthesize the effects of quality, value, and satisfaction on the behavioral intentions of motel customers. Statistical support is found for 3 primary dimensions and 10 subdimensions of service quality for motels. The hypothesized paths between the higher order constructs-service quality, value (price), satisfaction, and favorable behavioral intentions-are confirmed. The results of this analysis contribute to the services marketing theory by providing additional insights into behavioral intentions, satisfaction, value, service quality, and the dimensions of service quality. The results of this study will also assist motel management in developing and implementing market-orientated service strategies to increase service quality, enhance customer satisfaction, and create favorable future behavioral intentions.