Service Quality and Behavioural Purchase Intention Among Hotels in Ghana: The Moderating Role of Personality Traits

Abstract

Dwelling on the Service Quality Model, Consumer Behaviour Theory, and Personality Traits Theory, this study evaluated the moderating role of the Big Five personality traits on the relationship between service quality and behavioural purchase intention among star rated hotel guests in Ghana. The current study was driven by the positivist research worldview, utilized the quantitative research methodology, and explanatory research design. The sample size of 751 respondents was determined using the stratified sampling procedure. Selfadministered structured questionnaire were utilized for the data gathering. Descriptives, and Partial Least Square Structural Equation Modelling were the data analytical techniques employed. The SPSS version 24 and SMART-PLS version 4 software were utilized for processing the data. The inquiry found a statistically significant relationship between reliability, tangibles, as well as responsiveness and behavioural purchase intention respectively. It also revealed a partially significant relationship between service quality as well as personality traits. Extraversion and openness, were also significantly associated with behavioural purchase intention. Moreover, neuroticism significantly moderated the relationship between reliability as well as behavioural purchase intention. Furthermore, openness significantly moderated the relationship between assurance as well as behavioural purchase intention; reliability and behavioural purchase intention. However, there were no statistically significant differences among male as well as female guests in their service quality perception. Likewise, there was no statistically significant relationship between assurance, empathy as well as behavioural purchase intention respectively. The study recommends that hotels should value their guests, and adopt excellent service quality regime for a favourable behavioural purchase intention.