PILGRIMAGE TOURIST’S PERCEPTION TOWARDS SERVICE QUALITY DIMENSIONS OF HOTELS IN KUMBAKONAM- THE TEMPLE CITY OF INDIA.

Abstract

Service quality is well thought-out to be a decisive accomplishment factor which is one of the outstanding accomplishment features that sway the core competencies of the hotel industry. The Hotel industry in Temple city of the old Cauvery delta Kumbakonam has been escalating in recent years. In spite of the growth, the industry also countenances problems with regard to service quality. The most imperative rationale of this study is to examine the aspects that determine the service quality with reference to the physical environment, interaction and behavior quality of employees towards customer satisfaction, and brand image. The primary data have been collected by means of a questionnaire tool from the guests visiting Hotels in Temple city Kumbakonam. The data collected has been analyzed using SPSS software, and the tools used are frequency analysis, Correlation and Regression. The major findings of this study are Interaction and behavior quality of employees influences customer satisfaction by 21.6% and customer loyalty by 28% and brand image by 67.2%.