Behind the Mask: The Impact of Service Quality on Consumer Satisfaction and Loyalty Intentions

In recent years, due to rapid economic growth, increase of National Income and advance of lifestyle, the tendency of meeting customer’s satisfaction needs to be related to the idea of service quality and association in hospitality area has been a subject of debate for many years. This study critically examines various factors from service quality and its effect on consumer satisfaction. Human relation scholars have agreed on the basic principle that the issue of customer satisfaction and its importance of the application to the hospitality industry. The underlying service quality mechanism symbolizes a chain of events where persons from all over the world can mimic varied feelings as well as synchronize their facial expressions, body movements and verbal vocalizations with those of other people. Therefore, through unconscious or conscious induction of emotional states, this service quality means differently and eventually reaches a large group of people. From the service point of view, the same case applies to service providers who choose to wear unfriendly faces which are easy to excite a cold consumer atmosphere; moreover, this might seriously worsen customer relations leading to low profits and customer dissatisfaction. On the contrary, a service provider with lovely and friendly mood is easy to create quality and lasting consumer relations and further better marginal profits.