THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY WITH REFERENCE TO HOTELS IN TRINCOMALEE DISTRICT

Abstract

The hotel industry plays a vital role in the economic and tourism development of Sri Lanka, especially in emerging destinations like the Trincomalee District. This study investigates the effect of service quality on customer satisfaction in selected 3-star hotels within this region. With the increasing competition and evolving expectations of modern travelers, service quality has become a key differentiator in customer decisionmaking and loyalty. This research adopted a quantitative approach using primary data collected through structured questionnaires, and secondary data from academic articles and reports. The SERVQUAL model, encompassing five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-was employed to evaluate service quality. A sample was drawn from hotel guests in Trincomalee, and data analysis was conducted using SPSS to assess relationships between service quality dimensions and customer satisfaction. The findings reveal that all five service quality dimensions significantly influence customer satisfaction, with responsiveness, assurance, and empathy emerging as the most impactful factors. The study further highlights the importance of tailoring service standards to both local cultural expectations and international hospitality benchmarks to enhance customer experiences. The results suggest that hotels in Trincomalee should prioritize staff training, personalized service, and infrastructural improvements to meet rising tourist expectations. Furthermore, aligning service delivery with sustainable and responsible tourism practices can enhance competitiveness and promote long-term customer loyalty. This study provides valuable insights for hotel managers, policymakers, and tourism stakeholders seeking to elevate service quality and build a sustainable hospitality sector in Sri Lanka's Eastern province. Keywords: Service Quality, Customer Satisfaction, Hotel Intlttstry, Hospitality Management