Service quality and customer satisfaction: The moderating effect of hotel star rating,

according to research by Robin Nunkoo, Viraiyan Teeroovengadum, Christian M. Ringle, and

Vivek Sunnassee.

According to Deng et al. (2013), one of the biggest parts of the tourism industry is
lodging. The lodging market is characterized by escalating rivalry between service suppliers.
Customers gain from this rivalry by having a variety of lodging options available to them, which
has raised expectations (Oh and Kim, 2017). Accommodation providers typically enhance their
service quality and, as a result, their customer satisfaction as a key strategy in order to remain
competitive, keep their current clients, and draw in new ones. The measuring of consumer
satisfaction has drawn a lot of attention from researchers (Deng et al., 2013; Francesco and
Roberta, 2019; Mathe et al., 2016; Rahimi and Kozak, 2017). According to Deng et al. (2013),
one of the biggest parts of the tourism industry is lodging. The lodging market is characterized
by escalating rivalry between service suppliers. Customers gain from this rivalry by having a
variety of lodging options available to them, which has raised expectations (Oh and Kim, 2017).
Accommodation providers typically enhance their service quality and, as a result, their customer
satisfaction as a key strategy in order to remain competitive, keep their current clients, and draw
in new ones. The measuring of consumer satisfaction has drawn a lot of attention from
researchers (Deng et al., 2013; Francesco and Roberta, 2019; Mathe et al., 2016; Rahimi and
Kozak, 2017).

One of the key factors affecting customer satisfaction is the quality of the services
provided (Alnawas and Hemsley-Brown, 2019; Deng et al., 2013; Hao et al., 2015; Nunkoo et
al., 2017; Oh, 1999; Oh and Kim, 2017; Ren et al., 2015). The qualities of this multidimensional
entity vary depending on the industry (Brady and Cronin, 2001). Customers' assessments of the
quality of the service vary frequently between hotels with various classification ratings (Banerjee
and Chua, 2016; Huang et al., 2018; Rhee and Yang, 2015; Román and Martn, 2016), as well
as between various hotel types, such as between stand-alone and resort-based luxury hotels
(Lai and Hitchcock, 2016). Therefore, more comparison studies of hotel visitor perceptions of
various hotel kinds have been recommended by research (Rauch et al., 2015; Rhee and Yang,
2015).

Some of the methodological and statistical problems are solved by an IPMA using PLS-
SEM (Ringle and Sarstedt, 2016). By "adding a dimension that considers the average values of
the latent variable scores [...] The goal is to identify predecessors that have a relatively high
importance for the target construct (i.e., those that have a strong total effect), but also have a
relatively low performance (i.e., low average latent variable scores)" (Ringle and Sarstedt, 2016,
p. 1866), this technique expands the standard results that report the path coefficient estimates
obtained from an MGA. Practically speaking, the MGA-IPMA results should be helpful in
developing policies to raise consumer satisfaction at lodging facilities with various star ratings.

Oliver (1980) asserts that a measure of customer satisfaction is the difference between
what customers anticipate from a service or product before they buy it and what they think of it
after using it. The debate over whether to see customer satisfaction as a transaction-specific
notion or a cumulative one is still going on in the service industries (Johnson et al., 2001).
Johnson et al. (2001) present a compelling argument.
 https://www.sciencedirect.com/science/article/abs/pii/S0278431918310508?via%3Dihub

Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and

customer satisfaction: The moderating effects of hotel star rating. International Journal

of Hospitality Management, 91, 102414. https://doi.org/10.1016/j.ijhm.2019.102414