The Impact Of Service Quality On Customer Satisfaction In The Hotel Industry In Changsha City Based On E-SQ

Modern service marketing theory beli eves that improving service quality can improve customer satisfaction.Service quality and customer satisfaction are the core tools for enterprises to obtain a competitive advantage.Therefore,Service quality is an important dimension and tool to measure customer satisfaction,a necessary condition for establishing a good relationship with customers,and a prerequisite for obtaining customer loyalty and higher profitability.At present,the hotel industry has generally entered the era of Inte rnet and intelligent applications.The Internet and intelligent applications have endowed the hotel service quality with new elements and connotations,and it is still to improve the relevant dimensions of the traditional service quality model(SERVQUAL model).This research takes the hotels in Yuelu District of Changsha City as the research object through investigating and analyzing the perception of guests under the background of Internet and intelligent appli cations,based on the improved E-SERVQUAL model,taking the improved five-dimensional indicators such as "e-tangibility," "e-reliability," "e-responsibility," "e-assurance" and "e-empathy " as independent variables and customer satisfaction as dependent variables,identify the impact of service quality of Changsha hotel industry on customer satisfaction based on E-SQ.In this study,a sample convenience method was used.A total of 200 questionnaires were distributed,including 33 invalid and 167 valid questionnaires.The feedback rate of the questionnaire was 83.5%,which was statistically effective.Based on the questionnaire data,this study used SPSS and smartpls3 software to conduct KMO and Bartlett’s test,mean and standard deviation analysis,statistical reliability and validity to show the measurement model,correlation analysis and regression analysis.The results of correlation analysis show ed that the five dimensions in the new service quality model-"e-tangibility," "e-reliability," "e-responsibility," "e-assurance,"and "e-empathy” have positive impacts on customer satisfaction.However,regression analysis showed slightly different results.The three dimensions of"e-responsiveness," "e-assurance" and "e-empathy" have a significant impact on customer satisfaction,while the two dimensions of "tangibility" and "reliability" have no significant impact on customer satisfaction.The results also showed that"e-empathy" has a strong positive correlation with customer satisfaction,while"e-responsiveness" has a weak positive correlation.The results of this study can provide a reference for hotel management departments to formulate policies to improve customer satisfaction.The research has theoretical contributions for considering a significant variable of the E-SERVQUAL model in order to analyze the overall influences on customer satisfaction.Moreover,the study has significant practical contributions that can be implemented to enhance hotel service quality and customer satisfaction positively.