Measurement and evaluation the impact of perceived healthcare service quality on guest loyalty during COVID-19

Abstract

Purpose The aim of the study is to investigate the effects of perceived healthcare service quality (human aspects, technical aspects and tangible aspects) on satisfaction and guest loyalty in the hotel industry in the COVID-19 pandemic era. Design/methodology/approach A total of 130 guests in the hotel were selected purposively in Iraq. Data from self-administered questionnaires were analyzed through the VB-SEM statistical technique using Smart-PLS software towards testing the hypotheses. Findings The findings indicated that perceived service quality influences satisfaction and guest loyalty of guests in the hotel. This study reveals that human aspects, technical aspects and tangible aspects directly positively affect satisfaction and guest loyalty in the hotel industry. Originality/value This study highlights that perceived service quality (human aspects, technical aspects and tangible aspects) are vital and practical strategic tools that could be positioned to accelerate guest loyalty in the hotel industry. Furthermore, satisfaction mediates the relationship between human aspects, technical aspects, tangible aspects and guest loyalty.