Tác giả: Nguyễn Long Trâm Anh - Nguyễn Chuẩn Nam
Số trang: 189-195
DOI url: 10.62831/202512050
Tóm tắt:TÀI LIỆU THAM KHẢO:This study aims to identify the factors influencing customer satisfaction at hotels in Nha Trang, focusing on service quality attributes such as tangibility, reliability, assurance, responsiveness, empathy, and perceived value. Both qualitative and quantitative methods were employed, including document analysis, in-depth interviews, focus group discussions, and a survey of 314 hotel customers who had used spa services in Nha Trang. The results indicate that service quality attributes—tangibility, reliability, assurance, responsiveness, and empathy—significantly affect customer satisfaction, while perceived value does not. Additionally, the study finds that the “star rating” of hotels moderates the relationship between reliability and satisfaction. These findings provide a foundation for hotel managers in Nha Trang to enhance customer satisfaction by improving service quality, thereby fostering customer loyalty, expanding market share, and increasing revenue. The study also contributes to theoretical understanding of service quality and customer satisfaction in the spa sector.
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Từ khóa:service quality, customer satisfaction, perceived value, hotel star rating, Nha Trang.
