College of Business Administration

Master of Business Administration (MBA)

Research Methods and Statistics - 0307525

Spring 2023-2024

Impact of assurance & responsiveness on hotel guest satisfaction:

The moderating role of nationality

UOS ID Student name

U23102862 Amel Ghulam Hussain Aljasmi
U23102289 Ayda Abdallah Madhloom
U23102762 Hanan Masoud Ismail Aljunaidi
U23102058 Hamda Majid Obaid Thani Alshamsi
U23200110 Alya Ahmed Saeed Humaid Almheiri
U23106817 Iman Ali Hussein Youssef
1. Introduction
In the highly competitive hospitality scene, where 4 and 5-star hotels are not only
symbols of luxury but also guarantee excellent services, hotel customer satisfaction becomes
an essential task. Customer satisfaction holds pivotal significance on a global scale, serving
as a fundamental driver of business success and consumer loyalty across diverse industries.
Its profound impact extends beyond individual transactions, shaping brand reputation,
fostering customer retention, and influencing market competitiveness worldwide.
Guest satisfaction is the only comprehensive indicator of the guests' general perception of
their stay at a hotel (Li, Liu, Tan, & Hu, 2020). Customer satisfaction is extensively
researched and well-documented within the hospitality literature, as noted by F. Ali et al.
(2015). Moreover, according to Moreno-Perdigón et al. (2021) Guest satisfaction is the
determinant of and the secret to success in the hotel industry. Therefore, guest satisfaction is
not only a crucial aspect of the hospitality industry but also a key determinant of a hotel's
overall success and reputation. Other researchers have explored the significance of customer
satisfaction across various industries beyond hospitality, including banking (Kaur et al.,
2012), retailing (Çerri, 2012), education (De Lourdes Machado‐Taylor et al., 2011), and
airlines (An & Noh, 2009). These studies emphasize how customer satisfaction influences
various industries, showing its crucial role in shaping consumer experiences and ensuring
business success. They also stress the importance for businesses to continuously meet their
customers' needs and expectations.
The UAE hospitality sector is guided by the achievement of unmatched guest experiences
to keep its place as a premier tourist destination. With Dubai hospitality and tourism sectors
have greatly advanced (Stephenson et al., 2010), Dubai is recognized as a premier regional
destination for travel and tourism (Khan et al., 2017). Consequently, it becomes imperative
for hotel managers to effectively tailor their services to accommodate the diverse cultural
backgrounds of their guests (Martı́N et al., 2020), thereby enhancing overall guest
satisfaction and ensuring a positive experience for all guests.
The decision to examine assurance and responsiveness is based on their known ability to
positively impact guest satisfaction (Ali et al., 2021). By focusing on these factors, especially
within the framework of SERVQUAL dimensions, the study aims to grasp their significance
in shaping guest satisfaction. As Dubai attracts a diverse array of visitors, each with unique
expectations and preferences, it becomes crucial to assess how assurance and responsiveness
contribute to overall guest satisfaction in the hospitality industry in the UAE.
Although Martı́N et al. (2020) examined the role of nationality and hotel class on guest
satisfaction in Saint Petersburg. However, it doesn’t dive into the relationship between the
SERVQUAL dimensions and guest satisfaction in the context of multicultural Dubai.
Furthermore, nationality becomes a key moderator, which provides a cultural dimension to
the guest satisfaction equation (Lee et al., 2020). Even though various researchers consider
the relationship between service quality and customer satisfaction, none of them paid any
attention to the role of nationality as a moderator in these dimensions. Knowing that
nationality modifies assurances, responsiveness, and guest satisfaction is the key to providing
services that would fulfil the different preferences and expectations of both Emirati and non-
Emirati guests. Thus, the objective of this study is to investigate how assurance and
responsiveness dimensions of service quality affect guest satisfaction in 4 and 5-star hotels in
Dubai. Another objective is to explore the moderating role of nationality on the relationship
between selected service quality dimensions and hotel guest satisfaction.
This study contributes in two ways. First, this paper stands out as one of the limited
studies that offer insights into the influence of assurance and responsiveness on guest
satisfaction within the high-end hospitality sector, with a particular emphasis on Dubai due to
its multicultural composition. Hence, this study extends the previous study contributing to the
growing literature on the location of the hotel guests. Second, this study supplements the
literature by examining the moderating role of nationality on the link between service quality
dimensions and hotel guest satisfaction. As previous studies have discussed the cross-cultural
expectations on service quality in hotel industry (Armstrong et al., 1997) without considering
the nationality itself as an effect to determine the relationship between service quality and
hotel industry, specifically guest satisfaction.
The remainder of the paper is organized as follows. The literature review is explained
with all the variables and hypothesises. Then we delve into the model, questionnaire, and
methodology. We will then discuss the results of our findings. Finally, we will conclude and
address some of the limitations and implications.

2. Literature Review
2.1 Research Gap

The link between service quality dimensions like assurance and responsiveness and hotel
customer satisfaction is well-established (Ladhari, 2009), Dubai's luxury hotels need further
study. Questions about the potential impact of guests' nationality on their views and priorities
of different service quality characteristics arise due to the city's broad clientele, attracted by
its unique position as a worldwide tourist centre. There is a lack of research specifically
examining how cultural differences may impact the correlation between assurance,
responsiveness, and overall satisfaction in Dubai's 4- and 5-star hotels, even though studies
have shown that different nationalities have different expectations when it comes to service
(Jingyun et al., 2008). Addressing this gap, this research will reveal how nationality affects
visitor experiences and equip hotel management to serve an increasingly multinational
audience.

2.2 Responsiveness & Satisfaction

Responsiveness is defined as the ability of the system, individuals, and organizations to

adapt to the change, the environment’s stimulus, and demands effectively (Harvey, 1998;
Grossman & Slough, 2022). It is further defined by Prabhu (2023) as an organization willing
to assist customers and provide prompt services. Expectancy disconfirmation Theory
indicates that satisfaction is found with the help of inconsistency in the customer perception
and expectations for actual outcomes and performance (Prabhu, 2023). If the performance
increases the level of expectation, then the satisfaction level increases. In the case of lowering
expectations, the satisfaction level decreases. In social exchange theory, customers and
businesses are engaged in relationships based on cost-benefit analysis. This explains that
responsiveness can affect satisfaction after influencing the perceived benefits related to a
relationship (Magni et al., 2022).
The study conducted by Mirzoev & Kane (2017) assessed responsiveness and its impact
on satisfaction in the healthcare system. The study has found that increased responsiveness
tends to increase the satisfaction level of patients. As Otto et al. (2020) elaborated through
descriptive research design on the service quality measure through responsiveness, assurance,
reliability, tangibility, and empathy significantly impact satisfaction. Özkan et al. (2020) have
determined that the satisfaction level has no difference among first-year students, but it was
different among last-year students. On the other hand, Karatepe (2011) elaborated on the
dimension of service quality and its impact on customer satisfaction. The service quality
dimensions are responsiveness, reliability, assurance, tangibles, and empathy, and a
significant relationship was found between all these factors. The expectation for the
relationship between responsiveness and satisfaction is said to be significantly positive as
assessed in the current literature; guests are satisfied with hotels based on responsiveness,
which is part of the service quality and is crucial in triggering their satisfaction.

H1: Responsiveness positively affects guest’s perceived satisfaction toward hotel services.

2.3 Assurance & Satisfaction

Assurance is one of the service quality contexts referring to the capability of the service
providers to increase confidence, reliability, and trust between customers (Chaithanapat et al.,
2022). It elaborates on conveying to the customers that the services will be performed
accurately and competently to increase customer satisfaction (Otto et al., 2020). Salihu &
Metin (2017) conducted a study to assess the relationship between assurance and customer
satisfaction, as the study found that service assurance and satisfaction are significantly linked.
Furthermore, reliability was highly related to customer satisfaction. As per Tuncer et al.
(2021), service quality constructs relate to customer satisfaction in higher education
institutions. The paper concludes the service quality dimension significantly impacts student
satisfaction in higher education, where assurance, empathy, and tangibility are the main
elements.
Mittal & Gupta (2021) conducted a study to assess the quality assurance utilization
approach to improve customer satisfaction. The study found that quality assurance is vital in
improving customer satisfaction due to quality assurance approaches, including Total Quality
Management (TQM). A study by Reda (2017) conducted the impact of the balanced scorecard
on quality assurance in education institutions. According to the study, higher education
institutions should explicitly define the cost function in their balance cards to ensure quality
assurance. This study expects a significant relationship between quality assurance and
satisfaction due to assurance as it is one of the dimensions of service quality.
H2: Assurance positively guest’s perceived satisfaction toward hotel services.
2.4 Nationality on Responsiveness & Satisfaction

Al-Shahrani (2023) conducted a study to assess the predictors of customer satisfaction in

primary healthcare services in Saudi Arabia. In this case, patient satisfaction is found to be a
decisive component in the evaluation of national and expatriate healthcare quality. Qalati et
al. (2021) highlighted the need for industry-specific national services and a service quality
index that shows national customer satisfaction directives exist in electronic services. It has
been demonstrated that national culture influences the decision to adopt a product and the
intention to adopt a product by Zhang et al. (2022). The national culture is related to the
customer satisfaction level. Al-Hyari et al. (2023) assessed artificial intelligence and its
positive impact on guest satisfaction in luxury hotels. Operational efficiency indicates the
company’s responsiveness to enhance customer satisfaction. The results from the literature
show that a positive relationship between nationality, responsiveness, and satisfaction will be
assessed. As a result, hotel management has adopted a culture-based approach to increase
customer satisfaction.
H3: There is a significant moderating impact of nationality on the relationship between
responsiveness and hotel guest satisfaction.

2.5 Nationality on Assurance & Satisfaction

Akram et al. (2020) identified the organizational structure that supports customer-oriented
service quality through total quality management. The results revealed that Far Easterners and
Arabs look for the mechanic structure positively compared to Australians, Americans, and
Western Europeans. It is all about the difference in the national culture that further impacts
the service quality. Owusu-Agyeman & Amoakohene (2020) conducted a study on
transnational education in Ghana and indicated the impact of nationalism on students'
learning experience due to the diversified global business curriculum. The main challenges to
meeting the quality of the service for transnational education were lacking policy guidelines,
inadequate resources, cultural differences, curriculum design issues, and high fees.
Furthermore, the results are related to the nationality of assurance and satisfaction, indicating
that they will be positively linked. This is due to the national culture and expectations of the
customer about quality assurance to achieve their satisfaction level.
H4: There is a significant moderating impact of nationality on the relationship between
assurance and hotel guest satisfaction.

3. Methodology
3.1 Population, sample selection & sampling technique
 The study sample consists of responses gathered from several individuals from various
demographics, including those from diverse income levels and religious backgrounds, as well
as varied geographical locations, who have stayed at 4-star or 5-star hotels in Dubai over the
course of the last 12 months, spanning from 2023 to 2024. 179 respondents participated in the
survey. However, 66 participants were invalid due to all similar answers or contradicted
answers. Finally, we reach a final total sample of 113 participants. The sampling technique
employed in this study is convenience sampling, as all participants were easily accessible
(Sedgwick, 2013).

3.2 Measurements
Figure 1 proposes that the assurance and responsiveness dimensions of service quality
influence guest satisfaction. Additionally, it suggests that nationality moderates the
relationship between assurance and satisfaction, as well as between responsiveness and
satisfaction. Furthermore, gender, age, religion, and monthly income are included as control
variables in the framework.

Figure 1. Theoretical framework

Where satisfaction is the dependent variable of the study. It indicates overall affective
response consequential from the service experience (Oliver, 1981), it was measured using the
Likert ordinal scale. While for the independent variables, where assurance is the knowledge
and courtesy of employees and their ability to bring trust and confidence (Akbaba, 2006). On
the other hand, responsiveness refers to the willingness of employees to provide prompt
service (Parasuraman et al., 1985). Furthermore, nationality is a nominal variable, and will
serve as the moderator variable, represented as a dummy variable with '1' indicating Emirati
and '2' indicating otherwise. Moreover, gender, age, religion, and monthly income are the
study control variables. Gender will be measured as a binary variable equal to ‘1’ if the
participant is female, otherwise ‘0’. Age is the ranged age of the participant. Religion is a
categorical nominal variable representing the religious affiliation of the individual. Finally,
the monthly income is the amount of money earned by an individual within a month.
To address the research question, a quantitative method was employed utilizing a Google
form questionnaire as the primary instrument for data collection. The objective was to capture
a broad range of perspectives and experiences related to hotel stays. The questionnaire
consisted of 24 questions written in English only, covering various aspects pertinent to hotel
experiences. It encompassed 6 demographic questions about nationality, gender, age, religion,
and monthly income. The nationality question was used to determine participants' Emirati or
non-Emirati status, with confirmation requested through another closed-ended question.
Additionally, a dichotomous question was included to determine participants' recent hotel
stay. Furthermore, participants were prompted to provide the name of the hotel they stayed at,
facilitating the collection of more detailed information about their hotel experiences. It was
decided to use a five-point Likert scale to measure assurance, responsiveness and satisfaction
using (strongly disagree = ‘1’; disagree = ‘2’; neutral = ‘3’; agree = ‘4’; strongly disagree =
‘5’) as it was appropriate to determine guest perception rather than seven-point scale for
simplicity and reducing respondent burden. Hence, the questionnaire included 6 Likert scale
questions focusing on the assurance dimension of SERVQUAL, evaluating aspects such as
the trustworthiness of hotel staff, their knowledgeability, and their courteousness.
Subsequently, another 6 Likert scale questions were included to assess the responsiveness
dimension of SERVQUAL, gauging participants' perceptions of the hotel's promptness in
addressing their needs. Finally, 4 Likert scale questions were incorporated to measure guest
satisfaction levels. Furthermore, the assurance, responsiveness, and satisfaction questions
were adapted from Ezeh et al. (2021), ensuring alignment with established measures of
service quality in the hospitality industry.

3.3 Data Collection

The data collection process involved several key steps to ensure comprehensive and
unbiased responses. Initially, a questionnaire was designed, covering various aspects of hotel
guest satisfaction and service quality. To reach a diverse pool of respondents, the
questionnaire was distributed among friends, family, and colleagues via messaging apps. For
those who may have had difficulty understanding the questionnaire, face-to-face interviews
were conducted to ensure clarity and accurate genuine responses and make sure that the
survey has been responded to (Braekman et al., 2020). Additionally, to expand the sample
size and mitigate potential bias, the questionnaire was also shared on various social media
platforms (King et al., 2014). This approach aimed to capture responses from individuals who
were not personally known to the authors of this study, thus potentially offering different
perspectives.
To further refine the sample and ensure relevance to the study context, participants were
specifically asked whether they had stayed at a 4-star or 5-star hotel in Dubai within the past
12 months. This measure ensured that respondents had firsthand experience with star-rated
hotels in Dubai, enhancing the validity of their responses. The data collection period spanned
 two months, from February to April of the year 2024, allowing for enough participants to
share their genuine experiences. This extended timeframe aimed to capture a diverse range of
responses and avoid any biases associated with specific times of the year. Overall, these
thorough steps were taken to gather a robust dataset that accurately reflected the experiences
and perceptions of hotel guests in Dubai.
3.4 Data Analysis
This study used structural equation model (SEM) was used to test the effect of IVs on the
DV, and analyse the moderating role in the relationship, as SEM allows to test models with
observed and unobserved variables and their relationship (Sarstedt & Ringle, 2020).
Moreover, SPSS version 29.0.2.0 was used to analyse the data. It extracted the demographics
table, descriptive statistics table, reliability and factor analysis table, correlation table,
regression table, and the interaction tables.

4. Results & analysis

4.1 Demographics Statistics
The demographic analysis of the respondents revealed that the majority were Female
Emiratis, aged between 26 and 35 years old. Additionally, the predominant religion among
respondents was Islam, and the majority reported an income of 10,000 AED or less.
Moreover, in the questionnaire, no respondents fell within the income range of 41,000 to
55,000 AED. Consequently, this income bracket was excluded from the analysis. These
findings are summarized in Table 1.

Frequency Percent

Nationality Emirati 88 77.9

Non-Emirati 25 22.1
Gender Male 31 27.4
Female 82 72.6
Age 18-25 38 33.6
26-35 48 42.5
36-45 15 13.3
45-55 11 9.7
56 or older 1 0.9
Religion Muslim 108 95.6
Christian 2 1.8
Hindu 2 1.8
Other 1 0.9
Income 10,000 AED or less 49 43.4
11,000 – 20,000 AED 26 23
21,000 - 30,000 AED 33 29.2
31,000 - 40,000 AED 4 3.5
41,000 - 55,000 AED 0 0
56,000 AED or more 1 0.9
 Total 113 100
Table 1. Demographics profile

4.2 Descriptive Statistics

In the analysis, according to the scale, the middle point is 3. The results show that the
mean falls between 3.9 and 4.1, which is higher than the midpoint, indicating most
respondents selected agree or strongly agree. The standard deviation is below 1, ranging from
0.5 to 1, suggesting reasonable variability in the responses. Skewness and kurtosis values
range between -1 to 2.8, indicating that the data is somewhat normally distributed.
Additionally, the mode is 4, suggesting that the most common response is 'Agree.' The
moderator variable is nationality, represented as a dummy variable with '1' indicating Emirati
and '2' indicating otherwise. As shown in Table 2, the mode of the moderator variable is '1,'
indicating that most respondents were Emirati.

Statistic Minimum Maximum Mode Mean Std. Deviation Skewness Kurtosis

Assurance 1.83 5 4 4.0796 0.58972 -1.188 2.814

Responsiveness 1.83 5 4 3.9395 0.66483 -0.278 -0.189

Satisfaction 1.25 5 4 4.104 0.74081 -1.134 2.069

Nationality 1 2 1 - - 1.361 -0.15

Table 2. Descriptive statistics – Variables

Items Factor Loadings Reliability Bartlett's Test of Sphericity Variance Explained

A1 0.814
A2 0.789
A3 0.752 0.872 252.161 57.832
A4 0.748
A5 0.74
A6 0.717
R1 0.874
R2 0.853
R3 0.765 0.879 333.145 63.009
R4 0.764
R5 0.758
R6 0.740
S1 0.928
S2 0.912
0.912 320.894 79.272
S3 0.892
S4 0.826
Notes: A = Assurance; R = Responsiveness; S = Satisfaction
4.3 Reliability & Factor Analysis
 Table 3. Reliability & factor analysis

According to Table 3, all three variables demonstrated reliability, with composite

reliability ranging from 0.85 to 0.91. According to Schuberth (2020), the acceptable value for
composite reliability should exceed 0.7, indicating that the variables meet this criterion.
Additionally, the factor loading for all three variables exceeded 0.6, as recommended by
Cheung et al. (2023). The Kaiser-Meyer-Olkin (KMO) measure exceeded 0.5, with Park
(2021) suggesting that values above 0.6 are acceptable. Thus, the KMO values fall within the
acceptable range. Bartlett's Test of Sphericity yielded significant results across all three
variables, consistent with the criterion suggested by Park (2021) that significant values
should be less than 0.05. Furthermore, the variance explained for all three variables exceeded
50%, meeting the threshold recommended by Cheung et al. (2023). In summary, the analysis
satisfied all these conditions, indicating robustness in the statistical procedures.

4.4 Correlation
The data was analysed, revealing a strong positive relationship between guest satisfaction
and both independent variables (assurance and responsiveness). When hotel staff exhibit both
assurance and responsiveness, guests tend to report higher satisfaction levels. Moreover, the
research indicated that enhanced service quality from employees corresponds with increased
guest satisfaction. According to table 4, the correlation coefficients for assurance and
responsiveness were determined to be 0.774 and 0.730, respectively, signifying a positive
correlation. This highlights a significant relationship between assurance and responsiveness
and the level of guest satisfaction. However, concerning the moderating variable, a weak
positive correlation was observed between assurance and nationality, while a weak negative
correlation existed between responsiveness and satisfaction.
Nationality Gender Age Religion Income Assurance Responsiveness Satisfaction
Nationality 1
Gender -.198* 1
Age -0.054 -0.132 1
Religion .371** -.223* 0.065 1
Income -.342** -.219* .210* -0.059 1
Assurance 0.043 0.033 0.021 -0.021 -0.048 1
Responsiveness -0.048 0.094 0.082 -0.087 -0.03 .718** 1
Satisfaction -0.017 0.073 0.028 -0.065 0.002 .774** .730** 1

4.5 Regression
In the regression analysis conducted, two hypotheses were examined concerning the
variables: assurance and responsiveness. It was discovered that assurance exhibited a strong
positive impact, significant at the 1% level. These findings align with the claims of Salihu &

Table 4. Correlations
Metin (2017) and Ochuba et al. (2024), highlighting a significant association between service
assurance and satisfaction. Given that assurance is a dimension of service quality, a
significant relationship between service assurance and satisfaction was identified, consistent
with the findings of Ali et al. (2021), supporting the positive impact of the independent
variable on guest satisfaction.
Conversely, responsiveness demonstrated a weak positive impact,2 significant at the 1%
level. Karatepe's (2011) study anticipated a significant positive correlation between
responsiveness and satisfaction, as supported by the first and second hypotheses, indicating a
relationship between the independent and dependent variables. These independent variables
signify the change on the dependent variable "guest satisfaction" for a one-unit increase in
assurance or responsiveness, respectively. Specifically, for each additional unit of assurance
or responsiveness, the dependent variable is expected to increase by 0.651 and 0.398 units,
respectively, while maintaining other variables constant.
Martín et al. (2020) investigated the influence of nationality and hotel class on guest
satisfaction in Saint Petersburg but did not delve into the relationship between SERVQUAL
dimensions and guest satisfaction in the multicultural setting of Dubai. While numerous
studies have explored the connection between service quality and customer satisfaction, Lee
et al. (2020) highlighted that few have examined nationality as a moderating factor within
these dimensions. Upon data analysis, a weak positive correlation between nationality and
guest satisfaction was identified, significant at the 10% level, indicating a significant
relationship between these variables.
According to table 5, the R-square value of 0.665 was observed, indicating that
approximately 66.5% of the variability in guest satisfaction is accounted for by service
quality. The calculated Adjusted R-squared value stood at 0.642, suggesting that around
64.2% of the variance in guest satisfaction can be explained by service quality after adjusting
for the number of predictors. The computed F-value was 29.712, significant at the 1% level.
Given that this F-value is higher than the critical value, the null hypothesis was rejected,
confirming the statistical significance of the regression model, and indicating its adequacy.
The analysis revealed strong relationships between assurance, responsiveness, and guest
satisfaction.

B Std. Error t Sig.

(Constant) -0.225 0.439 -0.514 0.609
Assurance 0.651 0.103 6.326 <.001
Responsiveness 0.398 0.092 4.32 <.001
Nationality(M) 0.008 0.119 0.063 0.95
Gender 0.047 0.102 0.464 0.644
Age -0.013 0.045 -0.288 0.774
Religion -0.027 0.114 -0.236 0.814
Income 0.035 0.047 0.744 0.459
R2 0.665
Adjusted R2 0.642
F Value 29.712
 Table 5. Regression Results

4.6 Interaction
Upon examination of the regression table, it was determined that the interaction effect
(IV1*MV) between the independent and moderating variables is statistically significant at the
5% level. However, this effect was found to be weakly negative, suggesting that nationality
(MV) diminishes the positive association between assurance (IV1) and satisfaction (DV).
According to Jabnoun (2005), nationality significantly influences service quality and guest
satisfaction. Furthermore, Owusu-Agyeman & Amoakohene (2020) identified a positive
correlation between nationality, assurance, and satisfaction, likely due to variations in
cultures and customer expectations regarding quality assurance. These findings support the
third hypothesis, indicating a significant moderating effect between variables that weakens
the relationship between the dependent and independent variables.
As per table 6a, the R-square value of 0.672 was observed, suggesting that approximately
66.5% of the variability in guest satisfaction can be explained by service quality. The
calculated Adjusted R-squared value was 0.647, indicating that around 64.7% of the
variability in guest satisfaction can be explained by service quality after adjusting the number
of predictors. The computed F-value stood at 26.671, significant at the 1% level. Given that
this F-value is higher that the the critical value, the null hypothesis was rejected, confirming
the statistical significance of the regression model following the interaction effect, thus
indicating the model is good.

B Std. Error t Sig.

(Constant) -1.673 1.019 -1.642 0.104
Assurance 1.01 0.25 4.039 <.001
Responsiveness 0.402 0.092 4.388 <.001
Nationality(M) 1.301 0.831 1.565 0.121
Gender 0.027 0.102 0.26 0.796
Age -0.015 0.044 -0.347 0.729
Religion -0.048 0.114 -0.418 0.677
Income 0.042 0.047 0.884 0.379
Interaction(A_NA) -0.312 0.199 -1.572 0.119
R2 0.672
Adjusted R2 0.647
F Value 26.671
Table 6a. Interaction

In the regression table, the interaction effect (IV2*MV) between the independent variable
and the moderating variable was found to be statistically significant at the 5% level but had a
weakly negative impact. This differs from the findings of Al-Hyari et al. (2023), who
observed a positive impact on guest satisfaction in luxury hotels. The findings indicate that
 the nationality (MV) weakens the positive relationship between responsiveness (IV2) and
satisfaction (DV) rather than enhancing it.

B Std. Error t Sig.

(Constant) -1.131 0.865 -1.308 0.194
Assurance 0.641 0.103 6.224 <.001
Responsiveness 0.653 0.229 2.85 0.005
Nationality 0.831 0.688 1.207 0.23
Gender 0.018 0.105 0.169 0.866
Age -0.009 0.045 -0.202 0.84
Religion -0.057 0.116 -0.49 0.625
Income 0.042 0.047 0.877 0.382
Interaction (R_NA) -0.208 0.172 -1.214 0.227
R2 0.669
Adjusted R2 0.644
F Value 26.3
Table 6b. Interaction

According to table 6b, an R-squared value of 0.669 suggests that about 66.5% of the
variability in guest satisfaction is explained by service quality. The Adjusted R-squared value
is 0.644, meaning approximately 64.4% of the variance in guest satisfaction can be explained
by service quality after considering the number of predictors. The F-value of 26.3 is
significant at the 1% level. Since this F-value is higher than the critical value, the null
hypothesis is rejected, confirming the statistical significance of the regression model,
indicating the model is good after the interaction effect.
Overall, the findings confirm the fourth hypothesis. However, the interaction effect of
nationality weakens the positive relationship between the independent variable and the
moderator with the dependent variable while significantly influencing hotel guests'
satisfaction. Effective training for hotel employees is essential for delivering high-quality
service and enhancing guest satisfaction. By providing staff with the necessary skills and
knowledge, hotels can positively impact service quality to meet guests' needs. To strengthen
relationships with guests, hotels should target individuals who prioritize high satisfaction
levels and prioritize providing them with exceptional service. This strategy can help hotels
cultivate a loyal customer base and enhance their industry reputation.

5. Conclusion

The study found that the correlation between reassurance, response, and satisfaction of
customers was very positive. Thus, past research showed a significant positive outcome of
those factors on customer satisfaction. When hotel workers display competence, knowledge,
polite behaviour (assurance) as well as responsiveness in time to guests' problems, it deals
with the level of their loyalty. On the other hand, the analysis displayed the fact that
nationality reduced the positive relation between assurance, responsiveness, and guest'
satisfaction for the guests, which means that cultural differences may be involved in guests'
expectations and appraisal dimensions.

5.1 Theoretical Implications

This study contributes to the literature by analysing the mediating role of nationality in
relation to the link between service quality dimensions (assurance and responsiveness) and
guest satisfaction in Dubai hotels of the high category. While previous authors looked at
cross-cultural interpretations of service quality, this work studies the influence of nationality
on the influence of assurance and responsiveness on guest satisfaction. In this research study,
the theories of Expectancy Disconfirmation and Social Exchange in the hospitality context
were confirmed as being fundamental (Dandis et al., 2021). The findings establish the fact
that by fulfilling guests' expectations and providing perceived benefits through by way of
prompt, reliable service, satisfaction can be enhanced among the guests.

5.2 Practical Implications

The results outline the significance for hotel managers and other service providers,
especially when multicultural environments such as Dubai, are considered. Understanding the
role of assurance and responsiveness in guest satisfaction can be used in developing training
courses that are aimed at improving staff's knowledge base, professionalism, polite
behaviour, and readiness to respond in a timely manner to guests' requests. Incorporating the
nationality moderating effect in service strategy development helps in ensuring that service
providers give the customers the desired cultural backgrounds with a high level of
personalization and sensitivity, hence boosting guest satisfaction.

5.3 Limitation
The research has its own limitations to consider. The limited size of the 113 respondents
may not fully represent the diversity of experiences and perceptions among customers who
have a hotel. However, new studies can focus on expanding the sample size and firmly based
sampling methods to improve the representativeness. Moreover, as this study looked at 4-star
and 5-star Dubai hotels, the next step would consist of seeing how assurance, responsiveness,
and nationality influence guest satisfaction in other hotel categories or within different
geographical areas. As well as the integration of more service quality variables, such as
reliability, tangibility, and empathy, could somehow help us to have a more thorough
comprehension of the elements affected in terms of guest satisfaction in the hospitality
industry.
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 Appendices

Statistics

Statistics
Nationality Gender Age Religion Income
113 113 113 113 113
Missing 0 0 0 0 0
Assu1 Assu2 Assu3 Assu4 Assu5
N 113 113 113 113 113
Missing 0 0 0 0 0
Assu6 Resp1 Resp2 Resp3 Resp4
N 113 113 113 113 113
Missing 0 0 0 0 0
Resp5 Resp6 Sati1 Sati2 Sati3
N 113 113 113 113 113
Missing 0 0 0 0 0
Sati4
113
0

Notes: Assurance = Assu ; Responsiveness = Resp; satisfaction = Sati

Table 7. Missing Value Table

N Skewness Kurtosis
Questions Statistic Statistic Std. Error Statistic Std. Error
The employees of this hotel had the knowledge and professionalism to 113 -0.627 0.227 0.796 0.451
answer your questions
The employees of this hotel were courteous with you 113 -0.852 0.227 1.422 0.451
The behavior of the employees of this hotel instilled confidence in you 113 -0.652 0.227 0.935 0.451
You felt safe in your transactions with his hotel 113 -1.299 0.227 2.454 0.451
The employees are well mannered and have kind attitudes 113 -0.819 0.227 1.093 0.451
The service of the employees make you feel comfortable and at ease 113 -0.943 0.227 1.044 0.451
The employees of this hotel were always willing to help you 113 -1.008 0.227 1.772 0.451
The employees of this hotel respond to your needs immediately 113 -0.742 0.227 1.143 0.451
The employees of this hotel give you prompt service 113 -0.813 0.227 0.704 0.451
The employees of this hotel tell you exactly when services will be 113 -0.275 0.227 -0.726 0.451
performed
the employees of this hotel answered your questions immediately 113 -0.262 0.227 -0.707 0.451
The employees were willing to you help you solve the problems 113 -0.759 0.227 1.435 0.451
initiatively
My overall impression of this hotel was satisfactory 113 -0.849 0.227 1.082 0.451
I was pleased to stay at this hotel 113 -1.216 0.227 2.948 0.451
My overall impression of this hotel put me in a good Mood 113 -1.156 0.227 1.953 0.451
I really enjoyed myself at this hotel 113 -1.065 0.227 1.285 0.451
Valid N (listwise) 113

Table 8. Descriptive Statistics – Questions; adapted from Ezeh et al. (2021)