Enhancing Guest Experiences: Analyzing the Impact of Service Quality on Customer Satisfaction in Erbil’s Hospitality Sector

Abstract

The hospitality sector in Erbil, Kurdistan Region, plays a pivotal role in the city’s economic growth and cultural development. This study investigates the impact of service quality dimensions—Reliability, Responsiveness, Empathy, Assurance, and Tangibles—on customer satisfaction, with a focus on the moderating role of demographic factors such as age, nationality, and income level. Data were collected from 158 guests across four major hotels in Erbil: Dedeman, Rotana, Divan, and Erbil International. The findings reveal that Responsiveness and Assurance are the most significant predictors of customer satisfaction, highlighting the importance of timely and professional service delivery. While Empathy and Tangibles play a moderate role, Reliability remains critical for trust and consistency. Moderation analysis underscores the importance of tailoring services to demographic- specific preferences, emphasizing the need for culturally sensitive service strategies. Correlation and regression analyses confirm strong relationships between service quality dimensions and satisfaction. Practical implications include training staff to enhance responsiveness, leveraging technology for personalized services, and maintaining high standards of professionalism and facility upkeep. This research contributes to the body of knowledge by contextualizing service quality within an emerging market. Future studies are recommended to explore the impact of technological integration and economic conditions on service delivery and to conduct comparative analyses across similar regions.