2025, Vol. 7, Issue 1, Part D

author(s)
Fatin Shaker Ali

abstract
This study addresses the role of hotel service quality and its impact on achieving competitive advantage by surveying the opinions of employees and customers in first-class hotels in Baghdad. The objectives of the study were to examine the extent to which hotel service quality influences customer attraction and retention, to measure the relationship between service quality and hotels’ competitive capability, and to provide recommendations for improving hotel performance by focusing on service quality. The main dimensions investigated were service qualityrepresented by reception quality, room cleanliness, responsiveness, safety, and employee skillsand competitive advantage, defined as the ability to stand out from competitors by delivering services that exceed expectations and achieve customer satisfaction. The key findings revealed a strong positive relationship between hotel service quality and customer satisfaction. High-quality services were shown to enhance hotel image, increase the likelihood of repeat visits, and highlight the importance of investing in employee training and improving the work environment to raise service efficiency and strengthen market positioning. Furthermore, safety and professionalism in customer interactions were identified as crucial factors in attracting guests. The main recommendations emphasize the need to adopt international quality standards in service delivery, continuously develop employee skills through training, focus on customer satisfaction as a tool for achieving sustainable competitiveness, and utilize feedback to improve service levels.