The Mediating Role of Perceived Value on the Effect of Service Quality on Customer Satisfaction in the Hospitality Sector in Malaysia

Abstract

In today's rapid and competitive business landscape, delivering high-quality service has become crucial for achieving a competitive advantage in the hospitality industry. Therefore, this study aims to investigate the direct effect of hospitality service quality (HSQL) on perceived value (PESV) and tourist satisfaction (TS) in Malaysia's hospitality sector. A quantitative, survey was used to collect the data from 219 respondents. SEM, using SMART-PLS used for data analysis. The result revealed that, HSQL has a positive effect on PESV and TS, and PESV positively affects TS, in addition, PESV mediates the effect of HSQL on TS. This study provided insight into how service quality affects TS regarding food quality, facilities, and accommodation quality, in the hospitality sector in Malaysia. The study limitation was mentioned and provides direction for future researchers.