Abstract:
Dwelling on the Service Quality Model, Consumer Behaviour Theory, and
Personality Traits Theory, this study evaluated the moderating role of the Big Five
personality traits on the relationship between service quality and behavioural
purchase intention among star rated hotel guests in Ghana. The current study was
driven by the positivist research worldview, utilized the quantitative research
methodology, and explanatory research design. The sample size of 751
respondents was determined using the stratified sampling procedure. Selfadministered
structured questionnaire were utilized for the data gathering.
Descriptives, and Partial Least Square Structural Equation Modelling were the
data analytical techniques employed. The SPSS version 24 and SMART-PLS
version 4 software were utilized for processing the data. The inquiry found a
statistically significant relationship between reliability, tangibles, as well as
responsiveness and behavioural purchase intention respectively. It also revealed a
partially significant relationship between service quality as well as personality
traits. Extraversion and openness, were also significantly associated with
behavioural purchase intention. Moreover, neuroticism significantly moderated
the relationship between reliability as well as behavioural purchase intention.
Furthermore, openness significantly moderated the relationship between assurance
as well as behavioural purchase intention; reliability and behavioural purchase
intention. However, there were no statistically significant differences among male
as well as female guests in their service quality perception. Likewise, there was no
statistically significant relationship between assurance, empathy as well as
behavioural purchase intention respectively. The study recommends that hotels
should value their guests, and adopt excellent service quality regime for a
favourable behavioural purchase intention.
