The Behavioral of Sincere Service in the Hospitality Industry

The goal of the research is to determine the behavioral indicators of sincere service, showcasing the sincerity in hotel industry personnel performance, and to discover the degree of their influence to client evaluation of the provided services. The main hypothesis arose from a notion that client perception of sincere service is connected to the application of certain behavioral patterns by hotel personnel. The research was conducted by means of the original survey methodology, structured interview and non-participant observation. The overall volume of the sample counted 215 people: 165 participants of the survey regarding perception of sincerity in service (65 representatives of hotel staff, 100 consumers of hospitality services) and 50 personnel members participating in the observation and recording of the discovered behavioral indicators. In the course of the research the main hypothesis was proved. The main personnel behavioral factors shaping the hospitality client perception of sincerity in services were determined. The definition of the term “sincere service” was formulated and the role of this construct in deepening the knowledge about psychological factors of service quality was indicated. Moreover, the interdependence between the perception of sincerity in service and the service quality perception by hospitality clients was discovered. The acquired results could be applied in further research advancement regarding the expressing and perception of sincerity not limiting to the hospitality sector, but in other areas. The scope of the practical implementation is considerably wide: from the development of the assessment and professional training methodologies in hospitality to drawing internal corporate development strategies, policies and procedures. Keywords: sincerity, service, service quality assessment, sincere service, behavioral indicators of sincerity in service.