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The Relationship Between Service Quality and Pilgrims Performers' Satisfaction: An Empirical Evidence from the Hotel's Industry in Saudi Arabia

Akram Ali Jouda ,Hassanuddeen B. Abd. Aziz ,Rajeh Bati Almasradi ,Ahmed H. Alsharif
Keywords: Service quality, customer satisfaction, mid-scale hotels, hotel industry, Haj and Ummrah, Saudi Arabia ,

Abstract

Hotels struggle to enhance service quality to achieve customer satisfaction in a competitive business environment like the hospitality industry. This study examined the influence of service quality on Hajj and Umrah pilgrims’ satisfaction at mid-scale hotels in Makkah Al-Mukarramah in Saudi Arabia (KSA). Data was gathered from 265 guests using a convenience sampling approach. Multiple Regression Analysis was performed using Statistical Package for the Social Sciences (SPSS v24) to test all research hypotheses. The analysis found that hotel infrastructure, room quality, attitude and behaviour of employees, employee expertise, security and safety, and waiting time significantly predicted customers' satisfaction. At the same time, the front desk and food and beverage were proved the contrary. The current study findings could help the hotel managers to enhance competitiveness and sustainability in the KSA hotels industry by paying much attention to improving the hotel infrastructure and employee expertise to sustain competitive advantage. Training and development and customized on-the-job training programs for hotels' employees could be an integral approach to strengthening the expertise of hotels' employees.