Title: Linking service quality, guest satisfaction and length of stay to e-WOM: a study in the hotel industry of Singapore

Authors: Chew Si Chyi; Ong Choon Hee

Addresses: Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Johor, Malaysia ' Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Johor, Malaysia

Abstract: The research intent of this study is to investigate the linkages among service quality, guest satisfaction, length of stay and electronic word-of-mouth (e-WOM) in the hotel industry of Singapore. Quantitative data was collected from 169 participants and analysed using multiple regression and moderated regression analysis. It was found that responsiveness, assurance and empathy have significant positive relationships with guest satisfaction. However, tangibles were discovered not significantly related to guest satisfaction. Further, the analysis revealed that guest satisfaction was significantly and positively linked with e-WOM. Length of stay was found to moderate the results. This study recommends hotels to allocate resources to enhance their staff performance in the areas of responsiveness, empathy and assurance services but reduce tangibility to an appropriate level to optimise performance and maintain their competitiveness in the market. Consequently, the increase in guest satisfaction level will generate positive e-WOM for the hotels.

Keywords: service quality; responsiveness; assurance; tangibles; empathy; guest satisfaction; length of stay; electronic word-of-mouth; e-WOM; Singapore.

DOI: 10.1504/MEJM.2022.119360

Middle East Journal of Management, 2022 Vol.9 No.1, pp.44 - 63

Received: 18 Oct 2020
Accepted: 02 Dec 2020
Published online: 01 Dec 2021 *

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