COURTESY MODERATOR ANALYSIS OF BUSINESS SERVICE ETIQUETTE AND CUSTOMER SATISFACTION IN HOTELIERS’ SERVICE INTENTION

Abstract

The purpose of this paper was to improve understanding of the relationships between the business service etiquette, service provider courtesy attitude, and customer satisfaction. Specifically, courtesy attitude was evaluated as a potential moderator of the relationship between the business service etiquette and customer satisfactions. A self-generated survey questionnaire data collection approach was utilized. This study investigated the relation between business etiquette and customer satisfaction of hoteliers‘ service intention as moderated by courtesy attitude. Subjects were 376 tourists visiting Kuala Lumpur. Hypotheses were tested using an SPSS SEM path diagram. This research extended service theory by examining the relationship between service providers and tourists (customers) in an actual hotel retailing setting. Important theoretical contributions were included, demonstrating that service provider courtesy moderates the relationship between business service etiquette and customer satisfaction perceptions of behavioural intention. Findings have shown that positive courtesy attitude changes in business service etiquette characteristics can amplify positive customer satisfaction.