Exploring the Role of Service Value in the Relationship Between Service Quality and Customer Satisfaction

The authors examined the degree of discrepancy between customers' perceptions and expectations for hotel service quality. This research finds that customers have negative disconformation, that is, the degree of expected service quality is higher than the perceived service quality. Nevertheless, the findings show high customer satisfaction. The authors report that this phenomenon is explained by the notion that service value plays a key role as a mediating variable in the relationship between service quality and customer satisfaction.