A STUDY OF TRINITY: SERVICE QUALITY, CUSTOMER SATISFACTION AND TRUST IN CONTEXT OF JAMMU AND KASHMIR

In this fiercely competitive market, every company aims to gain an advantage over the others. They consequently constantly struggle to hold onto their ideal position in the market.The purpose of this research is to examine the relationship between Kashmiri hotel service quality and the factors that influence customer cheerfulness, and their belief. The primary data was collected from 109 guests from a luxury hotel of Kashmir.The findings suggest that different possible correlations between the study variables with varied levels of relationship are identified.Further, it can be noted that r values corresponding to ten correlations such as customer satisfaction & trust, Customer Satisfaction & tangibility, Customer Satisfaction & reliability, Customer Trust & responsiveness, assurance & tangibility, assurance & responsiveness, empathy & responsiveness,responsiveness & reliability, responsiveness & tangibility and reliability & tangibility are related at higher levels. The r values corresponding to five correlation such as Customer Trust & tangibility, Customer trust & reliability, trust & empathy, satisfaction & responsiveness and empathy & assurance are related at Medium levels.Further, the r values corresponding to five correlations such as assurance & trust, Customer Satisfaction & assurance, assurance & reliability, empathy & customer satisfaction and empathy & reliability are related at Lower levels.