International Journal of Science Academic Research

Vol. 02, Issue 08, pp.1964-1973, August, 2021

Available online at http://www.scienceijsar.com ISSN: 2582-6425

Research Article
IMPACT OF SERVICE QUALITY ON CUSTOMERS REVISIT INTENTION: THE CASE STUDY OF
REX HOTEL IN HCMC, VIETNAM
1 2 3 4 5, 6
Ho Dinh Phi, Long Phan Thanh, Bich Dinh Nguyet, Linh Nguyen Nhon, *Minh Bui Quang and Lan Le Nguyen Thi Ngoc
1 2 3
Phan Thiet University, Vietnam; Rex Hotel, HCMC, Vietnam; Van Hien University, Vietnam
4
Department of Science and Technology, Binh Thuan province, Vietnam
5
Department of Industry and Trade of Binh Phuoc Province, Vietnam
6
School of Politics of Binh Phuoc Province, Vietnam

Received 24th June 2021; Accepted 20th July 2021; Published online 14th August 2021
Abstract
Most managers of hotels are facing the reduction of customers’ re-visit times and the renting share expansion. Research on the relationship
between satisfaction with service quality, but considering the interrelationship between service quality, satisfaction, word of mouth and
customers’ revisit intention, has not been particularly interested. Of which “word of mouth” remains importance. This study employsa 360-
customer survey database of Rex Hotel in Ho Chi Minh City and uses a Linear Structural Model for empirical analysis. The results show that
there is a relationship between service quality and customers’ revisit intention, while satisfaction and word of mouth are the supporting factors.
The factors of service quality affecting customer satisfaction include: (i) Responsiveness; (ii) Tangibility; (iii) Assurance (iv) Reliability; and (v)
Empathy.
Keywords: Service quality, Satisfaction, Word of mouth, Revisit intention, SEM model, Rex Hotel in HCMC, Vietnam.

INTRODUCTION Both models are based on the assumption that individuals

make rational decisions to engage in particular behaviors by
Customer satisfaction is the most important result in marketing evaluating the information available to them. The performance
to attract customers to stay with the hotel. However, in order to of a behavior is determined by the individual's intention to
maintain a sustainable market share, it is necessary to have engage in the behavior and the perception that the behavior is
loyal and engaged customers with the hotel. In the past time, in the individual's control. The theory of planned behavior is
there have been many studies on the relationship between related to this research, where it is important that visitors make
satisfaction with service quality, but consider the rational decisions (revisit intentions) by evaluating available
interrelationship between service quality, satisfaction, word of information or their experiences.
mouth and revisit intention, especially the role of word of
mouth. This is also a challenging issue for researchers and - Theory of service quality (TSQ) states that if a company's
managers in the context of Vietnam's integration into the services do not meet customer expectations, customers will
world, especially in the hotel sector where there is fierce rate the company as low quality, and if the company's
competition for customers and renting market share. This study services If the service company exceeds the customer's
focuses on (i) Determining the relationship between service expectations, the customer will rate the company as high
quality, satisfaction, word of mouth and re-visit intention; (ii) quality (Oliver, 1980). Service quality theory is relevant to
Build a quantitative model of the above relationship. Research this study, in which it is important that tourists evaluate the
conducted to survey 360 customers at the 5-star REX hotel in quality of guest service through the hotel's service
Ho Chi Minh City to create a practical basis for the experience.
measurement model. REX Hotel is located on Nguyen Hue -
Le Loi Boulevard, right in the heart of Ho Chi Minh City, it is Service quality, satisfaction and word of mouth
a historical witness to the changes of Saigon - Ho Chi Minh
City. With more than 80 years of establishment and Service quality: According to Parasuraman et al. (1985),
development, Rex Hotel is a leading luxury hotel, a symbol of service quality is the provision of services that fully meet
Vietnamese hospitality. With 286 luxury bedrooms, 5 customer requirements, expectations and satisfaction.
restaurants and bars and a chain of 8 multi-function conference Customers play a decisive role in considering the quality of
rooms, it ensures to provide the best utility services to services provided. Service quality is measured based on five
domestic and foreign customers. dimensions: Tangibles: refers to facilities (signs, amenities,
accessibility, spaciousness, cleanliness, tools or equipment)
LITERATURE REVIEW that are used to provide services and employee appearance
(Cronin and Taylor, 1992; Oh, 1999; Caruana and Berthon,
Theoretical Foundation 2002; Karatape, 2005; Rad et al., 2010). Reliability: refers to
the ability to reliably and accurately provide services (on time,
Theory of planned behavior (TPB) is an extension of Fishbein accurate billing and record keeping, keeping promises) that
and Ajzen's Theory of rational action (1975). customers expect (Crumpton and Mackay, 1989; Oh, 1999;
Cronin and Taylor, 1992; Kondasani and Panda, 2015).
*Corresponding Author: Minh Bui Quang Responsiveness: refers to a service provider's willingness to
1965 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973, August, 2021

provide prompt service (Cronin and Taylor, 1992; Calisir et et al., 2019; Afthanorhan et al., 2019; Karim and Chowdhury,
al., 2011; Modding et al., 2016). Assurance: refers to 2014). Satisfaction and service quality have certain things in
employees' knowledge, courtesy, confidence and ability to common, but satisfaction is a broader concept, while service
communicate to customers (Cronin and Taylor, 1992; Kitapci quality focuses specifically on aspects of service (Alan et al.,
et al., 2014). Empathy: refers to the care, knowing the needs of 2016). ). The key difference between service quality and
the customer and the concern of each individual customer satisfaction is that quality is related to the service provider side
(Cronin and Taylor, 1992; Oh, 1999; Zarei et al., 2015). This whereas satisfaction reflects the customer's experience with
measurement model, popularly known as the SERVQUAL that service. Satisfaction is the post-consumption experience
model, provides a comprehensive concept of service quality and compares perceived quality with the expected quality,
measurement. To date, many studies have applied translation while service quality refers to the overall evaluation of a
quality concepts and measurement models to different company's service delivery system (Anderson et al., 1994). In
industries in developing countries (Dabholkar et al., 1996; the service-business industry, many empirical studies show
Angur et al., 1999; Newman, 2001; Karatape et al., 2005; that service quality has a positive impact on customer
Mehtap and Katircioglu, 2005; Naeem and Saif, 2009; Azizan satisfaction (Angelova and Zekiri, 2011; Karim and
and Mohamed, 2013; Karim and Chowdhury, 2014; Kondasani Chowdhury, 2014; Anjalika and Priyanath, 2018). In the hotel
and Panda, 2015; Adhikari and Das, 2016; Hennayake, 2017; industry, it is also found that the service quality relationship
Anjalika and Priyanath, 2018; Aggarwal, 2019). Research on has a positive impact on customer satisfaction (Raza et al.,
hotels in Faisalabad, Pakistan using SERVQUAL model to 2012; Mohajerani and Miremadi, 2012; Shafiq et al., 2013;
measure service quality (Shafiq et al., 2013). Many other Amin et al., 2013; Mazumder and Hasan, 2014; Saleem and
studies also use this scale to measure this service quality in the Raja, 2014; Suwanamas et al., 2015; Tefera and Govender,
hotel sector (Mazumder and Hasan, 2014; Tefera and 2017; Rajaguru and Hassanli, 2017; Soleimani and
Govender, 2017). Based on empirical studies, it is suggested Einolahzadeh, 2018; Susilowati and Yasri, 2018; Soonsan and
that the components of hotel service quality include: Somkai, 2018). Based on empirical studies, the study proposes
Tangibles, Reliability, Responsiveness, Assurance and the following hypotheses:
Empathy.
H1: Tangible affects positively on satisfaction;
H2: Reliability affects positively on satisfaction;
Customer Satisfaction: According to Oliver (1980),
H3: Assurance affects positively on satisfaction;
satisfaction (Satisfaction) is the emotional response of
H4: Responsiveness affects positively on satisfaction;
customers related to the difference between expectations
H5: Empathy affects positively on satisfaction;
before using and feeling it after using a product or service.
Customer satisfaction is the most important outcome in
Quality of service and word of mouth: As early as the late
marketing. It serves to assess customer attitudes from purchase
1990s, many studies suggested that service quality has both
of a product or service to after-sales service (Patterson, 2000;
direct and indirect effects on word-of-mouth behavior (Oh,
Lim and Tang, 2000; Wirtz and Lee, 2003; Jamal and Naser,
1999; Hutchinson et al., 2009; Alexandris et al., 2002). In
2003; Mishra, 2009). Customer satisfaction is also a feeling of
recent years, several studies have also shown that service
pleasure or displeasure that comes from comparing the
quality has a positive impact on word of mouth in the
difference between actual outcomes and expectations (Brady
hospitality industry (Rajaguru and Hassanli, 2017; Soleimani
and Robertson, 2001; Lovelock et al., 2001). Satisfaction is
and Einolahzadeh, 2018; Susilowati and Yasri, 2018; Soonsan
also considered an attitude as judgment after purchasing a
and Somkai, 2018). Based on the above empirical studies, the
product of consumers and is used as the basis for service
study proposes the following hypotheses:
marketing research (Mohajerani and Miremadi, 2012).
H6: Tangible affects positively on WOM;
Word of mouth: Word of mouth (Word-of-mouth, WOM) is H7: Reliability affects positively on WOM;
defined as informal communication of information from one H8: Assurance affects positively on WOM;
person to another about a brand, product, organization, or H9: Responsiveness affects positively on WOM;
service, and its recipients. receiver/consumer (Harrison- H10: Empathy affects positively on WOM;
Walker, 2001). This form of communication has a greater
influence on consumer choice than other forms of Satisfaction and word of mouth: According to Zeqiri (2011),
communication (Murray, 1991). With technological customer satisfaction leads to them sharing the experience with
advancements, especially in the field of electronic others. Tourist satisfaction is the result of a comparison
communications, the sphere of influence of WOM has between the tourist's experience at the visited destination and
increased significantly, showing great interest in this form of the destination's expectations (Guntoro and Hui, 2013).
communication and its impact on the world market (Day, Satisfaction is closely related to consumers' attitudes and
1971). The benefits of word of mouth include: a reliable intentions, is a part of consumer behavior (Jung and Seock,
channel of communication through exchanges between friends 2017) and directly affects consumers' positive behavioral
and family; two-way communication; word of mouth provides intentions, such as product and service acquisition, as well as
potential customers with descriptions of the experience (van positive WOM interactions (Gee et al., 2008). Consumers are
Doorn et al., 2010). more likely to talk about their experience than their property
and get more value out of it. Such conversations will facilitate
Service quality and satisfaction: In recent years, academic and the re-enactment of the experience in question (Gilovich et al.,
empirical research has focused heavily on service quality and 2015). Consumers who have experienced the right services
customer satisfaction in business. The relationship between tend to engage in word of mouth, and positive WOM is seen as
customer satisfaction and service quality has received a lot of a result of consumer satisfaction. Collier and Bienstock (2006)
attention in studies and shows a positive relationship between found that non-productive consumers were associated with
them (Budianto, 2019; Tseng, 2019; Aggarwal, 2019; Zameer negative WOM. Satisfaction mediates word-of-mouth
1966 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973, August, 2021

formation (Teo, 2006). In the hotel sector, Soonsan and Hieu Trung and Gamal, 2019; Wang et al., 2021). Based on
Somkai’s research on 4–5star ranked hotels in Phuket, empirical research, the study proposes the following
Thailand (2018) shows that satisfaction has a positive impact hypotheses:
on word of mouth. Based on empirical research, the study
proposes the following theories: H12: Word of mouth has a positive effect on revisit intention.

H11: Satisfaction has a positive effect on word of mouth. RESEARCH MODEL

Satisfaction, word of mouth and revisit intention Theoretical review and empirical research are needed for
further research to extend the theory, provide more empirical
Revisit Intention: Customer satisfaction is an important evidence and management implications related to service
foundation for loyalty, behavioral intentions (Eggert and quality, satisfaction, word of mouth and revisit intention.
Ulaga, 2002). Often, there is a misunderstanding between Previous studies highlight insights into the impact of service
perceived value and satisfaction. Perceived value is often quality, satisfaction, word of mouth, customer revisit intention,
mixed with customer satisfaction but both are different. The and measure relationships using different qualitative models,
main difference is that perceived value can appear at any stage independent metrics such as exploratory factor analysis or
of purchase, including repurchase but satisfaction in post- separate regression models, but do not provide an adequate
purchase behavior (Woodruff, 1997). Perceived value is a part basis for a comprehensive analytical framework on revisit
of satisfaction and satisfaction is the cause of repurchase intention. Therefore, the aim of this study is to extend the
intention (Eggert and Ulaga, 2002; Kuo et al., 2009; Paul and findings from previous studies on the above relationship and
Geoffrey, 2009). Revisit intention of customers emphasizes integrate analysis of the relationships in the linear structural
building and maintaining long-term and positive interactions model, evidenced from Rex Hotel in Vietnam as followed:
with customers for sustainable business development
(Kandampully and Suhartanto 2000; Padma and Ahn, 2020).
Hotels are often committed to increasing customer retention,
because the cost of attracting new customers is many times
higher than retaining existing customers, and increasing
customer retention will lead to increased profits (Reich et al.,
2006).

Satisfaction and revisit intention: One of the most important

factors affecting customers' intention to return is satisfaction
(Wu et al., 2015). Satisfaction is a factor that determines
whether customers intend to return to a destination or make a
repeat purchase (Kim et al., 2009). Many studies in the field of Figure 1. Research model
tourism have mentioned that satisfaction plays a very
important role to make visitors come back again (Alexandris et METHODOLOGY
al., 2002; Campo-Martinez et al., 2010; Soleimani and
Einolahzadeh, 2018). In the hotel industry, several studies in Measurement
Pakistan and Taiwan show that customer satisfaction has a
positive impact on revisit intention (Raza et al., 2012; Wang et All scales are adjusted from previous studies with some
al., 2021). Based on empirical research, the study proposes the adjustments to suit the research context in Vietnam. We
following hypothesis: designed three processes for conducting surveys. First, we
surveyed using the expert method to discuss with hotel and
H12: Satisfaction has a positive effect on revisit intention tourism industry experts, including 10 experts with at least five
years of experience working at 4–5 star ranked hotels in Ho
Word of mouth and revisit intention: Researchers are Chi Minh City. They then suggested some adjustments to
interested in understanding the factors that motivate tourists to ensure that the questionnaire is relevant to the hospitality
revisit, because the cost of retaining visitors is much lower industry in Vietnam. Second, a pilot survey with 20
than the cost of attracting new visitors (Um et al. events, respondents who are staying at Rex Hotel as a customer was to
2006). One of the factors that keep customers coming back, check that the survey questionnaire was free of errors and the
word of mouth plays an important role for travel and service content was appropriate. The survey sample was selected
companies (Liu and Lee, 2016). Yoon and Uysal (2005) note based on the respondents' willingness to participate in the
that word of mouth is very important in tourism marketing. A study. Third, the entire survey is conducted with customers
positive intention to participate in WOM will have an impact who have stayed at least 3 days at Rex Hotel. A total of 360
in generating new tourists, stemming from a positive respondents filled out a questionnaire selected from the Rex
perception of a destination (Papadimitriou et al., 2015). Hotel. A five-way Likert scale ranging from “strongly
Therefore, when customers are satisfied with the service disagree” to “strongly agree” was used to measure all observed
experience, they will recommend the service to their friends variables. The scale of service quality and customer
and they want to visit that hotel again (Cantallops and Salvi, satisfaction is based mainly on the study of Soleimani &
2014). A tourist who is very satisfied with a service will be Einolahzadeh (2018) and has been adjusted to suit the
willing to recommend specific features of the destination to Vietnamese context and has a few new observed variables
others and will visit the destination again in the future (Liu and developed by the authors as follows: “The hotel facilities are
Lee, 2016). In the hotel sector, several studies show that WOM spacious, creating trust for customers” in the tangible scale;
has a positive impact on intention to revisit hotels (Nguyen Vu “The hotel implements information security for customers,
1967 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973,, August, 2021

there are no errors when performing payment procedures” in income: The majority of clients are
Employment status and income
the reliability scale; “Employees execute transactions in the working (75%). Customer income from 500
500-1000 USD/month
least amount of time” and “Employees
Employees respond immediately to accounts for mainly (40%).
inspection requests and customer complaints” in the
responsiveness scale;
cale; “Employees have a good cooperative 60
57
attitude and courtesy” in the assurance scale; “Hotel staff are
always ready to help when customers have unusual problems”
p 50
in the empathy scale. The scale of hotel service quality has 25 40
observed variables and customer satisfaction with 4 observed
30 25
variables. The scale “Word of mouth” is based on the study of
18
Abubakar et al. (2017) with 3 observed variables. The scale of 20
"Revisit Intention" has 4 observed variables, based mainly on
10
the study of Soleimani and Einolahzadeh (2018), adjusted to
suit the conditions of Vietnam and a new observed variable by 0
the authors. development like “I don't want to move to any High school College and Posgraduate
other hotel”.
l”. A detailed measurement table of the scale and Bachelor
observed variables is available in the appendix.
Figure 4. Professional qualifications (%)
Data collection and processing

We conducted a questionnaire survey at Rex Hotel in HCMC.

All respondents were identified as customers staying at Rex Housewife 5
Hotel with 360 survey questionnaires. The survey was
conducted from April to June 2019. After data processing, 340 Student 12
observations were guaranteed to be relevant and used for data
Businessman 40
analysis. Because of the theoretical model with a set of
interrelationships, the linear
ar structural model (Partial Least Personeled 10
Square - Structural Equation Model, PLS-SEM)SEM) was used to
test the above hypotheses (Anderson and Gerbing, 1988; Kline, civil servants 33
2011). The analysis of the linear structure is performed
according to a process consisting of 4 steps: (i) Reliability test 0 10 20 30 40
of scale; (ii) Exploratory Factor Analysis (EFA); (iii)
Confirmatory Factor Analysis (CFA) and (iv) Structural
Equation Modeling (SEM). Data analysis was done using Figure 5. Customer's occupation (%)
SPSS and AMOS 20.0 software.
Non
RESULTS working
25%
Description of survey

Gender and age: Among 340 surveyed customers, female working

gender accounted for 53%. The main age of customers is over 75%
30 years old (75%). Customers have a high level of
qualifications, 75% of customers have university and
postgraduate. Occupations are mainly civil servants,
ser
businessman of companies (73%). Figure 6. Employment Status (%)

>2000
15%
Female
Male <500
47%
53% 20%
>1000-
2000
25%
500-1000
Figure 2. Gender of customers (%) 40%

>45 30

30-45 45

< 30 25
Figure 7. Income (USD/month)
0 10 20 30 40 50
visitors: Rex's customers
Nationality and structure of foreign visitors
are mainly foreigners (70%), Australian, Japanese and USA
Figure 3. Age (years) nationalities make up the majority (77%).
1968 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973,, August, 2021

Table 2. Factor Matrix

Component
1 2 3 4 5 6 7 8
Vietnam 30 REL5 0.841
REL3 0.827
REL2 0.825
REL1 0.785
REL4 0.739
EMP4 0.805
foreigners 70 EMP2 0.793
EMP3 0.779
EMP5 0.777
EMP1 0.737
RES3 0.841
0 20 40 60 80
RES4 0.839
RES1 0.797
RES2 0.787
Figure 8. Nationality of customers (%) ASS2 0.835
ASS3 0.831
ASS4 0.827
ASS1 0.770
TAN4 0.823
TAN2 0.802
Other 7 TAN3 0.783
TAN1 0.749
Korea 16 SAT3 0.863
SAT1 0.861
SAT2 0.803
USA 18 SAT4 0.789
WOM2 0.896
19 WOM3 0.860
Japan WOM1 0.856
INT3 0.862
Australia 40 INT4 0.849
INT2 0.838
INT1 0.813
0 10 20 30 40 Kaiser-Meyer-Olkin Measure 0.847 0.814 0,716 0.823
Bartlett (Sig.) 0.000 0.000 0.000 0.000
Eigenvalues 1.861 2.753 2.274 2.827
% of Variance 6.257 68.819 7,811 7.,675
Figure 9. Structure of foreign customers (%) Note: 0.5 < KMO < 1; Bartlett's test has significance level less than 0.05;
Factor Loading of observed variables (Factor Loading) > 0.5; extracted
Reliability analysis variance > 50% and Eigenvalue > 1 (Anderson and Gerbing, 1998; Hair et al.,
2006).
Table 1. Reliability of the scale and observed variables are
excluded

Ignored Observable Coefficient

No. Scale Result
Variables Alpha
1 TAN TAN5 0.803 Good quality
2 REL - 0.864 Good quality
3 RES RES5 0.840 Good quality
4 ASS ASS5 0.836 Good quality
5 EMP - 0.838 Good quality
6 SAT - 0.847 Good quality
7 WOM - 0.840 Good quality
8 INS - 0.861 Good quality

The results shown in Table 1 show that: Except for the

observed variables TAN5, RES5 and ASS5 which are
excluded, the remaining observed variables all satisfy the
conditions in the reliability analysis of the scale through the
coefficient Alpha > 0.6 and variable-total
total correlation > 0.3
(Sharma, 1996; Hair et al., 2006).

Exploratory factor analysis

The results presented in Table 2 show that: the factors of

service quality are extracted into 05 factors corresponding to
the measured variables of the theoretical model with the total
variance extracted is 65.257% at the Eigenvalue of 1,861; EFA Figure 10. CFA analysis results
of satisfaction is extracted into 03 observed variables with Confirmatory factor analysis
extracted variance of 68.819% at Eigenvalue of 2,753. EFA of
WOM iss extracted into 04 observed variables with extracted The measurement model that is consistent with the actual data
variance of 75.811% at Eigenvalue of 2,274. EFA of revisit must be consistent with 5 measures: (i) Cmin/df; (ii) TLI, (iii)
intention is extracted into 04 observed variables with extracted CFI, (iv) NFI; (v) RMSEA (Gefen et al., 2011). Based on
variance of 70.675% at Eigenvalue of 2,827; The EFA was Figure 2, the results of the measure values of the confirmatory
conducted by Promax rotation method. factor analysis are presented in Table 3.
1969 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973, August, 2021

Table 3. The fit indices of the CFA

No. Measure Standard value Model value Result
TLI, the closer is to 1, the more appropriate; TLI > 0.90 Consistent; TLI ≥ 0.95
Chi-squared adjusted for degrees of
1 is in good agreement. 1.324 Good
freedom (Cmin/df)
(Hu & Bentler, 1998)
The closer the TLI is to 1, the more appropriate; TLI > 0.90 Consistent; TLI ≥
2 Tucker-Lewis Index 0.969 Good
0.95 in good agreement. (Hu & Bentler, 1998)
3 Comparative Fit Index CFI > 0.90; 0<CFI <1, The closer to 1, the more suitable (Hu & Bentler, 1998). 0.972 Good
NFI, the closer to 1, the more suitable; NFI close to 0.90, accepted; NFI > 0.95
4 Normal Fit Index Good fit. 0.897 Accept
(Chin & Todd, 1995; Hu & Bentler, 1998)
RMSEA < 0.05, the model fits well;
Root Mean Square Error
5 RMSEA < 0.08, accepted; The smaller the better. 0.030 Good
Approximation (RMSEA)
(Browne & Cudeck, 1993)

Table 3 shows that the measurement model is consistent with the actual data.

Figure 11. Results of the linear structural analysis

Table 4. Hypothetical results

Hypothesis Impact Estimate S.E. C.R. P Decision

H2 SAT <--- REL 0.355 0.049 7.244 *** Fit
H5 SAT <--- EMP 0.234 0.050 4.715 *** Fit
H4 SAT <--- RES 0.320 0.054 5.898 *** Fit
H3 SAT <--- ASS 0.310 0.054 5.793 *** Fit
H1 SAT <--- TAN 0.290 0.052 5.575 *** Fit
H7 WOM <--- REL 0.158 0.055 2.871 0.004 Fit
H10 WOM <--- EMP 0.077 0.051 1.507 0.132 Unfit
H9 WOM <--- RES 0.223 0.059 3.781 *** Fit
H8 WOM <--- ASS 0.168 0.057 2.928 0.003 Fit
H6 WOM <--- TAN 0.192 0.056 3.439 *** Fit
H11 WOM <--- SAT 0.542 0.094 5.794 *** Fit
H12 INT <--- SAT 0.445 0.123 3.635 *** Fit
H13 INT <--- WOM 0.302 0.116 2.605 0.009 Fit
Note: *** (Sig. = 0.000).
1970 International Journal of Science Academic Research, Vol. 02, Issue 08, pp.1964-1973, August, 2021

Analysis of Structural Equation Modeling satisfaction and word of mouth, and that is the key for the hotel
to operate successfully.
The results presented in Figure 11 show that: the model has a
value of Cmin/df = 1,577; TLI = 0.944; CFI = 0.949; NFI = Conclusions and limitations of the study
0.873 and RMSEA = 0.041. Thus, the integrated model fits the
actual data. The results presented in Table 4 show that: Except The present study aims to extend the theoretical framework
for H10, the remaining hypotheses are accepted at a confidence and provide evidence in empirical results on service quality,
level of over 95%. Factors affecting “Customer satisfaction” in satisfaction and word of mouth impact on revisit intention,
order of influence from high to low: REL, RES, ASS, TAN, with evidence from Rex 5-star hotel in Ho Chi Minh City,
EMP. Factors affecting “WOM” in order of influence from Vietnam. The findings highlight a strong mediating role of
high to low: RES, TAN, ASS, REL. Factors affecting “Revisit satisfaction and word of mouth in the correlation between
intention” in order of influence: SAT, WOM. service quality and revisit intention. The study also provides
some insight into the interweaving relationship between factors
Table 5. Magnitude of the impact through the linear structural analysis model. The study has
certain limitations. The survey subjects were only taken from a
Impact on SAT Regression coefficient % Position
prestigious Rex hotel in Ho Chi Minh City, which limits the
SAT = f(TAN, REL, ASS, RES, EMP)
SAT <--- REL 0.355 23.5 1 generalizability of the study. Future research should examine
SAT <--- EMP 0.234 15.5 5 different types of hotels, in other cities/provinces, and make
SAT <--- RES 0.320 21.2 2 comparisons to enhance the generalizability of the findings.
SAT <--- ASS 0.310 20.5 3 Moreover, this study only considers the factors of service
SAT <--- TAN 0.290 19.2 4
Total 1.509 100 quality, satisfaction, word of mouth because there are other
Level of impact on WOM factors affecting revisit intention that this study has not
WOM = f(TAN, REL, ASS, RES, EMP) mention.
WOM <--- REL 0.158 21.3 4
WOM <--- RES 0.223 30.1 1
WOM <--- ASS 0.168 22.7 3 REFERENCES
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Total 0.747 on customer satisfaction. Management Science Letters,
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Appendix
Scale and observed variables

No. THE SCALE VARIABLE

I Tangibles TAN
1 The hotel has modern equipment TAN1
2 The hotel's facilities are spacious, creating trust for customers TAN2
3 Hotel staff have neat and beautiful clothes TAN3
4 Full and convenient living services for customers TAN4
5 Visually appealing reception, lounge and gym at the hotel TAN5
II Reliability REL
6 When a hotel promises to do something (like set up customer service) by a specific time period, it is fulfilled REL1
7 The hotel implements information security for customers, there are no errors when performing payment procedures REL2
8 The hotel provides services to customers at the time they promise to do REL3
9 Maintain transactions with customers on time and without errors REL4
10 The hotel implements information security for customers, there are no errors when performing payment procedures REL5
III Responsiveness RES
11 The hotel's staff is always ready to respond to customers' requests RES1
12 Staff provide quick service RES2
13 Employees execute transactions with the least amount of time RES3
14 Staff responds immediately to customer inspection requests and complaints RES4
15 Staff are always ready to help and advise customers RES5
IV Assurance ASS
16 I feel safe staying at the hotel ASS1
17 Staff have good cooperation attitude and courtesy ASS2
18 Knowledgeable staff when answering my questions ASS3
19 The hotel has convenient operating hours for all customers ASS4
20 With the behavior of the staff, I feel they are trustworthy ASS5
V Empathy EMP
21 Staff always care about customers EMP1
22 Hotel staff understand the specific needs of the customer EMP2
23 Bank staff understand customer preferences EMP3
24 Hotel staff are always ready to help when customers have unusual problems EMP4
25 Hotel staff have a good attitude, dedicated and attentive when dealing with customers EMP5
VI Customer Satisfaction SAT
26 Overall, I am satisfied with the service of the hotel SAT1
27 I am satisfied with my decision to stay at this hotel SAT2
28 My decision to stay at this hotel was a wise one SAT3
VII Word of mouth WOM
29 I often read online reviews of travelers to see how good they are about the hotel I'm interested in WOM1
30 I often read the online reviews of travelers to know their complaints about the hotel that I am interested in WOM2
31 I am interested in the advice and advice of friends, colleagues and relatives about the hotels that I am interested in in Ho Chi Minh City WOM3
32 I will invite my friends, colleagues, relatives to stay at Rex Hotel when I have the opportunity to travel in Ho Chi Minh City WOM4
VIII Intention to switch INS
33 I am very satisfied with the service quality and continue to be a customer of the hotel INS1
34 I don't want to switch to any other hotel INS2
35 I am very satisfied with the services provided by Rex hotel compared to other hotels that I have stayed INS3

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