Measurement and evaluation the impact of perceived healthcare service quality on guest loyalty during COVID-19

• Date: 30 August 2021
• Pages: 122-133
• DOI: https://doi.org/10.1108/IJHRH-06-2021-0134
• Published date: 30 August 2021
• Subject Matter: Health & social care,Vulnerable groups,Inequalities & diverse/minority groups,Sociology,Race & ethnic studies,Minorities,Multiculturalism,Racial identity,Work,economy & organizations
• Author: Husam Jasim Mohammed,Qasim Ali Mohammed,Mustafa Hatwan Rhima

Measurement and evaluation the impact

of perceived healthcare service quality

on guest loyalty during COVID-19

Husam Jasim Mohammed, Qasim Ali Mohammed and Mustafa Hatwan Rhima

Abstract

Purpose –The aim of the study is to investigate the effects of perceived healthcare service quality

(human aspects, technical aspects and tangible aspects) on satisfaction and guest loyalty in the hotel

industryin the COVID-19 pandemic era.

Design/methodology/approach –A total of 130 guests in the hotel were selected purposivelyin Iraq.

Data from self-administered questionnaires were analyzed through the VB-SEM statistical technique

using Smart-PLSsoftware towards testing the hypotheses.

Findings –The findingsindicated that perceived service qualityinfluences satisfaction and guest loyalty

of guests in the hotel. This study reveals that human aspects, technical aspects and tangible aspects

directlypositively affect satisfaction andguest loyalty in the hotel industry.

Originality/value –This study highlights that perceived service quality (human aspects, technical

aspects and tangible aspects) are vital and practical strategic tools that could be positioned to

accelerateguest loyalty in the hotel industry.Furthermore, satisfaction mediatesthe relationship between

human aspects,technical aspects, tangibleaspects and guest loyalty.

Keywords Satisfaction, Hotel industry, Perceived service quality, Guest loyalty, Health-care service

Paper type Research paper

1. Introduction

The global outbreak of the COVID-19 would have long-term consequences for business,

such as reduced travel, which was considered important prior to the pandemic. The

COVID-19 pandemic is expected to havea lasting impact on the traditional methodof doing

business in the post-pandemic era. The COVID-19viral disease, which has quickly become

a pandemic across all continents, has posed a significant challenge to public health

models. Because of the current global epidemiological scenario, current healthcare control

practices are under scrutiny. World health organization and the native country’s health

organizations should think about new policies for preventive measures through evaluation

of pathogens’ geographical variation, disease clinical features, containment regions,

asymptomatic people, pathogen adaptability and host susceptibility (Alwakeel et al.,2021).

This information can be used to make preventive measures stronger and help us to adopt

policies by understanding the real impactof challenges.

During the COVID-19, guest loyalty in the hotel industry is a key d river of financial performance

in service organizations. Perceived quality of service is the general appraisal and decision of

customers on the performance and efficiency of service delivery. Seve ral researchers and

practitioners are extensively studied the perceived service q uality. The service provider must

be able to deliver a suitable service to customers which can solve problems, that is, q uality

service while meeting customer expectations (Alananzeh et al.,2018;Goodman, 2019;

Husam Jasim Mohammed,

Qasim Ali Mohammed and

Mustafa Hatwan Rhima are

all based at the Department

of Business Administration,

Imam Ja’afar Al-Sadiq

University, Baghdad, Iraq.

Received 25 June 2021

Revised 27 July 2021

Accepted 8 August 2021

The researcher thanks the jury

members and everyone who

contributed to data collection.

The researcher also thanks

sample groups for their

participation in the study.

DOI 10.1108/IJHRH-06-2021-0134 VOL. 18 NO. 1 2025, p. xi-xxii, ©Emerald Publishing Limited, ISSN 2056-4902 jINTERNATIONAL JOURNAL OF HUMAN RIGHTS IN HEALTHCARE jPAGE xi

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