Beyond The Welcome Smile: Investigating The Nexus Between Service Quality And Guest Satisfaction In Naran's Hotel Sector

Abstract

Quality of service, is a specific degree of quality at a reasonable cost, becomes more important in defining the achievement or failure, as well as gaining and keeping customer happiness, over the years. Hospitality is service sector, and services are measured in diverse way. To effectively evaluate the efficacy of Hospitality Management, essential statistics consist of guest satisfaction via opinions and feedback, etc. The research study aimed to compare the mean score of the most common hotel in Naran using the Serve Qual model. [1]According to this study, one method for measuring service quality is to use the ServQual model designed by Parasuraman, Zeithaml, and Berry. The SERVQUAL scale consists of 14 attributes for assessing customer perceptions and expectations regarding the quality of service in selected hotels. The population included hotels having restaurants and living accommodation both and stratified on the bases of geography located in Naran Khyber Pakhtunkhwa. The research helps both theoretically and practically towards the lodging sector and customer satisfaction in Naran, confirmed by empirical data. This will assist the lodging sector to boost its financial performance through enhanced service quality and increasing customer satisfaction.