Abstract
The consumers' evaluations of service quality may be impacted by their assessments of the actual service received, the service provider, and/or the service facility. Within a service marketing context, the more an individual believes the service is personally relevant, the more involved the individual may become with various aspects of the service. This study integrates these two important variables in consumer behavior, which are consumer involvement and service quality. This paper investigates the effect of consumer involvement on the consumer's perceived service quality by focusing on the Korean hotel industry.
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