THE IMPACT OF THE PHYSICAL ENVIRONMENT ON RELATIONSHIP QUALITY WITH CUSTOMERS IN HOTEL INSTITUTIONS IN ALGERIA

This study aims to investigate the impact of the physical environment on relationship quality and its associated dimensions (satisfaction, trust and commitment) in Algerian hotels. A descriptive analytical approach was adopted, with paper and electronic questionnaires serving as the primary tools for collecting practical data and information. The questionnaires were distributed to a non-probability sample of customerswith experience of three-star and above hotel services in Algeria. A total of 300 valid responses were retrieved for analysis. SPSS v26 was used to describe and analyse the characteristics of the study sample and their responses to the survey questions. Partial Least Squares (PLS) was employed in Structural Equation Modelling (SEM), using SmartPLS4 statistical software, to analyse the relationships between the variables. The findings indicated that the physical environment positively influences relationship quality, having a greater impact on satisfaction than on trust and commitment. Furthermore, the effect of the physical environment on trust increased with satisfaction as a mediator, as did its impact on commitment with satisfaction and trust as mediators. Based on these results, we provide a set of recommendations, including the suggestion that hotel institutions operating in the Algerian service market pay attention to the physical environment of their services.