Customer cares much about the position that the hotel places them into, therefore, to show customer that the hotel is willingly and readily to make improvement for them can increase customer satisfaction and maintain better relationship with customer as well as their loyalty. Anderson and Srinivasan (2003) stated that the company that without maintaining customer loyalty may experience a failure on the business. This means, customer loyalty should be consider as a long term investment. Service providers should maintain a good relationship between the company and customer for the reason to foster a loyalty basis. The importance of creating
In the other point of view, product is easy to imitate but service is not due to based on quality and satisfaction of customer. Based to Donald J. Shemwell Ugur Yavas Zeynep Bilgin, (1998), customer satisfaction is highly dependent on the human interaction component of service delivery, and affective considerations are more important. In services that are high in experience properties, however, consumer satisfaction is probably based more on cognitive factors than emotional ones (Donald
Customer service effectiveness plays a vital role for tourism businesses & organizations to gain competitive advantage in the current market (Berry, 1995; Bowen & Schneider, 1988). Satisfied customers tend to return for the same business and will also sometimes make recommendations of the particular business to other people via word-of-mouth (Rucci, Kirn, & Quinn, 1998). Thus from this we know that obtaining a high level of customer satisfaction will provide a huge return on the profit generated. Researches has been done and it shows that customer retention is increasingly profitable for the subsequent years in many industries (Reicheld & Sasser, 1990). This theory should be able to apply for hospitality industry as well as customer retention means the customers have a level of trust and feel comfortable upon returning to the same hotel for the high level of satisfaction they can obtain.
When perceived service quality is less than expected service quality customer will dissatisfied (Lovelock & Wirtz, 2011). According to the recent researches that there is a strong linkage between service quality dimensions and overall customer satisfaction (Palmer, 2001). Even definitive analysis too, service quality cannot be separated from the concept of customer satisfaction (Shah, 2012). Recent researches have shown that customer satisfaction have been influenced not only by perceptions of service quality but also by perceptions of product quality, and pricing factors as well as situational and personal (Zeithaml & Bitner, 2000). 1.2 The fast-food industry in
Service quality is consumers’ judgment of the excellence and superiority of the service en-counter (Zeithaml and Bitner 2003). In the hotel industry, perceptions of service quality are formed when guests experience feelings and attitudes during their hotel stay. In other words, guests will have certain perceptions of the hotel service quality depending on the services offered to them or the experiences they have undergone (Abbasi et al. 2010; Shahin and Dabestani 2010). Evaluating cus-tomers’ perception and satisfaction regarding service quality is widely acknowledged as being an effective strategy to boost profit-ability in the hospitality industry.
Customer satisfaction has always been a popular topic of discussion in the market and also in the academic research since Cardozo’s (1965) initial study of customer effort, satisfaction and expectations. Many researcher have attempt to measure and explain about the customer satisfaction but still there does not appear to be a consensus regarding the definition of customer satisfaction (Giese & Cote, 2000). Customer satisfaction is defined as a post consumption evaluative judgment concerning a specific product or service (Gundersen, Heide & Olsson, 1996). Customer satisfaction is the result of an evaluative process that contrasts pre purchase expectations with perceptions of performance during & at the experience of the customer (Oliver, 1980).
In order to meet these objectives, there must be a list of standards that need to be accomplished. Standards ensure desirable characteristics of products and services such as quality, environmental friendliness, safety, reliability, efficiency and interchangeability exist (HotelExecutive.com, 2015). These standards may vary with the hotel’s brand and image and it can be measured through the tangible and intangible product. Each of the tangible and intangible elements that were mentioned all help to satisfy the guests’ needs and expectations. For example, the website that provides detailed information about its facilities and is being used as a communication channel.
Thus, the employees should be highly concerned about how to manage the service encounter, how to apply judgment and how to solve problems. The objective of the research was to examine how the image, service quality and customer satisfaction of a hotel affect customers’ loyalty. Further, it tries to discover the Top-of-mind awareness in the hotel industry in the research area. For this, I designed and executed a study of a group of random respondents who have stayed at any residential hotel during a certain time at Chittagong Metropolitan. The respondents were required to fill in the same set of questionnaire based on the SERVQUAL service quality model developed by Parasuraman, Valarie Zeithaml, and Len Berry.
Customer satisfaction will be the key element of a business strategy. Hotels who offer amazing customer experiences create environments where satisfaction is high and will get more customers. A good customer satisfaction will reduce the negative word-of-mouth. It will happen because customers are unhappy with the services. The hotel will loss of support from the customers.
However, in today’s hospitality and tourism industry the quality of service has drastically changed leaving guests feeling that hotels are “hurting their customer relationships.” The labor provided by hotel employees does not always guarantee guest loyalty to a hotel. Signifying that every two years managers and employees that work front of the house in a hotel should take part in a training program to help bring awareness to further clarify the importance of the employee’s role in customer service and satisfaction, proper service recovery, the manager’s role in their department and brand awareness; in order to control the fluctuating amount of loyal guests in a hotel. A hotel’s main objective is to provide quality service to all visitors and guests. This should