The importance of measuring service quality for business performance has been widely recognized in service marketing literature due to its pivotal influence on customer satisfaction and its long-term impact on customer loyalty. The SERVQUAL model, comprising five dimensions—reliability, assurance, tangibility, empathy, and responsiveness—provides a measurable framework for evaluating the overall customer satisfaction. This study endeavors to ascertain whether all SERVQUAL dimensions carry equal weight in their effect on the overall service quality and to estimate the service quality based on various input features. To achieve this, questions were framed to assess the impact of variables such as gender, age, marital status, highest level of education, and frequency of hotel stays. The importance of each feature relative to the five SERVQUAL dimensions was investigated using machine learning models, specifically, CatBoost and Microsoft Azure Automated Machine Learning (AutoML) studio. This study revealed that both CatBoost and Azure AutoML identified the frequency of hotel stays and age group as the dominant predictors of service quality. Additionally, Azure AutoML highlighted the marital status as a more significant factor, suggesting its potential influence on customer preferences. The comparative modeling results demonstrated a strong alignment between the feature importance derived from CatBoost and Azure AutoML, enabling decision-makers to identify which dimensions are influenced by specific predictors and focus on targeted improvements.
