The Role of Service Quality, Involvement and Customer Satisfaction in Green Hotel Industry: Assessment of Structural Model and IPMA Analysis

Abstract

This study proposed the linkages between service quality, involvement and customer satisfaction towards green hotel industry. This study employed a cross-sectional study design by using a set of questionnaires as the instruments for measuring the targeted constructs. An empirical assessment of the theoretical framework for this study included a survey of 317 certified green hotel guests in Malaysia. The resulting data were analyzed using the PLS-SEM and IPMA analyses using the SmartPLS 3.0 software. The findings suggested that service quality, and involvement has a positive significant impact towards customer satisfaction. Besides that, service quality was also having a positive significant impact toward involvement. In addition, involvement gives a partial mediating effect toward the relationship of service quality and customer satisfaction by testing the indirect effect. The analysis also supported by the IPMA analysis, where service quality plays a vital role to increase customer satisfaction as compare to the role of involvement. Thus, this study contributed to service quality and marketing literature by adding new empirical evidence on the direct and indirect relationship between service quality, involvement and customer satisfaction.