The Influence of Employee Goal Orientations and Employee Self-Efficacy on Perceived Service Quality

The purpose of this study is to enhance service quality research by examining whether hotel employees attitudes, motivations and behaviors had an effect on perceived service quality. In the recent years, interests in service marketing and practice have become of great importance. The role of the individual service employee has become paramount to the service delivery process (Singh, 2000). A conceptual framework was developed and data was gathered from one 4-Diamond hotel. 184 responses were ultimately used for analyzing, which resulted in an 81% response rate. A full structural model was tested on the hypotheses (both the magnitude and the direction) once the measurement model was obtained. A nonsignificant path was eliminated and a revised model was tested against an alternative model. Fit indices were assessed for acceptable fits with all three models. Overall, the results of the proposed path model were supported. The relationship between employee self-efficacy and performance orientation was the only hypothesis not support. This study identified that learning and performance goal orientations effects on perceived service quality were mediated by self-efficacy and they both had direct and indirect influences on each other, with the indirect path being stronger