EVALUATING HOTEL SERVICE QUALITY: AN EXPLORATORY STUDY ON THE 4 AND 5 STAR HOTELS IN ERBIL AND DUHOK IN KURDISTAN-IRAQ
This study aims to evaluate the service quality provided by the four- and five-stars’ hotels in both Erbil and Duhok governorates in Kurdistan Region, Iraq. The sample frame of 35 hotels is used which represent 61% of the total hotels in the two governorates, a structured questionnaire was adapted and distributed to 150 administrators in all departments (manager of the hotel, his assistant and the heads of the departments), 134 were obtained, and 129 questionnaires was valid for the analysis. The results indicate that the dimensions of the hotels service quality are reliable with constancy coefficient (Alpha-Cronbach) of 91.5%, while the correlation coefficient in Pearson matrix was within the accepted range. The analysis reveal that the tangibility is regarded as the most important dimension out of the hotels service quality dimensions, while this study recommend hotels managers in general and the management of the examined hotels particularly to improve the quality of performed services to its customer in order to attract more tourists and retain the current one.
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