Bridge the Gap: A Modified Gronroos Model Approach to Guests’ Satisfaction and Service Quality Perception in Small and Medium-Sized Hotels (SMSH)

The study assessed and investigated the impact of perceived service quality on guest satisfaction in chosen small and medium-sized hotels using the Gronroos model. The purpose of the research is to assist hotel owners and managers in measuring guests’ satisfaction and service quality perception along with the following dimensions: Tangibility, Reliability, Responsiveness, Assurance, Empathy, Image, and Guest Satisfaction. The Gronroos model is composed of 39 attributes, it was utilized in the formulation of the questionnaires. In the efforts to explore the multivariate relationship among the variables, structural equation modeling (SEM) using JAMOVI version 2.3.21 software was used to analyze the data from hundred (100) customers. The study used a descriptive correlational method to identify the relationship between the independent and dependent variables of the study by determining the guest’s satisfaction and service quality perception. The study included the results on the demographic profile of respondents by which the majority were aged 21-25 years old (n=40), most of them were single (n=71), female (n=53) and most of them were students (n=47). The findings showed that the overall weighted GRONROOS score has a negative value which shows that the guest’s satisfaction is higher than their perception of it. The findings revealed that there is a significant relationship between service quality perception and guest satisfaction (β=0.530), guest satisfaction and image (β=0.588), and service quality perception and image (β=0.406).