The Impact of Training Activities on Quality of Service, Customer Satisfaction and Behavioral Intention

Hotels industry is a labor-intensive industry, the human element is crucial in this industry; where all hotels activities and services are based on the human elements. The hotels industry is distinguished, among other services industry, by an everlasting competitiveness, market globalization, continual technological advances and changes in work organization; therefore, the survival of hotels in fierce competition markets require sustainable competitive advantages over other hotels in the marketplace. Consequently, the need for wellqualified and well-trained employees becomes a strategic objective. In turn, an organization’s human resource training system is a key factor in ensuring the knowledge, skills and attitudes necessary to achieve competitive advantage. The present study aims to measure the effects of training activities conducted in hotels on quality of service, customer satisfaction level and customer behavioral intention. Data were collected from both employees and customers in different hotels. Using simple and multiple regressions analysis, the emerged findings illustrated a great value for training activities. More precisely, the results suggested that training activities has a positive influence on quality of service, generating higher level of customer satisfaction, which boosts customers' behavioral intention.