The impact of price fairness and service value on hotel price satisfaction and customer satisfaction

Malaysia’s tourism industry is deeply wounded following several unfortunate incidents in recent years. As a result, hotels across Malaysia are poorly performing compared to how they have performed in the past years. Although previous researchers confirm the fairness and service value in predicting customer satisfaction and hotels’ performance, previous researchers have failed to establish how well price fairness and service value increase price
satisfaction and customer satisfaction, fairness and service value affect price satisfaction and customer satisfaction in the Malaysian hotel industry. A total of 166 responses have been collected from leisure tourists that come from across the world. The findings reveal that price fairness and service value are useful predictors of hotel price satisfaction and customer satisfaction. The study also offers potential research avenue for future researchers.