How to cite:

.Tiurida Anita , Arif Zulkarnain. (2020). HOW SERVICE QUALITY AND BEHAVIORAL INTENTION AFFECTS HOTEL IMAGE. PalArch’s Journal of Archaeology of Egypt / Egyptology17(7), 2777 – 2788.

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Hospitality in the service business, especially in the hotel business, is an important knowledge to understand. With the competition of star hotels offering the same things like facilities and competitive rates or service, every hotel operator should always have a dynamic strategy to achieve the desired level of occupancy. Service quality is one of the mandatory variables to be reviewed by hotel operators, both by local and international hotel operators. Good service quality is expected to enhance the good image of the hotel in the eyes of its customers. Satisfactory service quality will also entice customers to keep returning and become a loyal customer to a hotel, and these customers will also be willing to help promote it by word of mouth. A positive behavioral intention from the customer will hopefully affect the hotel image. This study was conducted to examine the effect of service quality on the hotel image with the variable of behavioural intention as the intervening variable.