This study examined the effect of ethical service operations compliance on customer satisfaction outcomes in the hotel supply chain industry in Imo State, Nigeria. Specifically, it assessed how reliability, effective communication, and respect for others influence repeat purchase behavior, word-of-mouth intentions, and customer referral. A cross-sectional survey design was adopted, and data were collected from hotel staff and customers in five hotels using a structured questionnaire. The data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that reliability has a significant positive effect on repeat purchase behavior, word-of-mouth intentions, and customer referral. Communication produced mixed effects, including a significant negative relationship with customer referral, while respect for others did not show a significant direct effect on any of the satisfaction outcomes. The study concludes that reliability is the most influential ethical service dimension in driving customer behavioral outcomes in the hotel industry. It recommends that hotel managers prioritize consistent service delivery, clear and accurate communication, and measurable ethical standards in operational processes.
Keywords: Customer Satisfaction, PLS-SEM, Reliability, Supply Chain, communication, ethical service operations, hotel industry, respect
