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The Impact of Customization and Reliability on Customer Satisfaction in the U.S. Lodging Industry

ABSTRACT  This study examines the relationship between customers' perceptions of Reliability, Customization, Overall Quality, and Customer Satisfaction in the US lodging market. The American Customer Satisfaction Index (ACSI) provides the secondary data for this research. The results provide evidence that US hotel guests are satisfied with the Overall Quality of their hotel experiences and that Overall Quality, Customization, and Reliability all have significant, positive impacts on Customer Satisfaction. This study also confirms the discriminate validity of Customization and Reliability perceptions on overall Customer Satisfaction and provides broad-based support for the contention that Customization is relatively more important than Reliability in impacting Customer Satisfaction in the US lodging market.