Customer Satisfaction In The Hotel Industry: A Case Study

2606 Words11 Pages

Part 1 Theoretical Framework

Introduction The aim of this study is to probe a better understanding of the factors that influences the customer satisfaction to the hotel industry. This chapter is divided into few parts; it examined the relationship among service quality, customers’ expectation & perception, and achievement of customer satisfaction in hotel industry of Malaysia.

1.1 Service Quality

1.1.1 Service

According to Zeithaml et al. (2006), services are actions, processes, and performances. Service as product refers to a wide range of intangible product providing that customer value and pay in the marketplace. Besides, the process of satisfying the customer through service delivered with efficiency, understanding and compassion …show more content…

Furthermore, according to Kotler and Armstrong (1997) quality has a direct impact on customer satisfaction and it is reflects the customer’s perception of service such as reliability, assurance, tangibility, empathy and responsiveness (Zeithaml et al., 1990).

As many definitions of service quality agree that providing quality is to deliver what the customer requires (Randall and Senior, 1996; Crosby, 1979 cited in Ayala et al., 1996; Gitomer, 1998; Lau, 2005).

Providing after sales service can develop a long-term relationship between service provider and customer, explained by Lau (2005). In despite an organization that just concern about the quality and ignoring the services may be a main cause customer switching to another organization. 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 …show more content…

First, SERVQUAL has been inappropriately based on an expectations- disconfirmation model rather than an attitudinal model of service quality (Francis Buttle, 1996). Second, it does not build on extant knowledge in economics, statistics and psychology (Francis Buttle, 1996).
Based on Paradigmatic objections of Francis Buttle (1996), SERVQUAL is based on the disconfirmation model widely adopted in the customer satisfaction literature. In his literature, customer satisfaction is operationalized in terms of the relationship between expectations (E) and outcomes (O). If O matches E, customer satisfaction is predicted. If O exceeds E, then customer delight may be produced. If E exceeds O, then customer dissatisfaction is indicated.
SERVQUAL is designed 22-question (item) scale to measure the five dimensions of service quality (reliability, responsiveness, empathy, assurance and tangible) both on expectations and performances. SERVQUAL scale (Table 1.1.5.1) is a tool for measuring and managing the service quality by comparing expectations to performance (Parasuraman et al., 1985; 1988 cited in Asubonteng et al., 1996). SERVQUAL means to measure service quality as perceived by the customers (Asubonteng et al., 1996). Therefore, customer should evaluated SERVQUAL by himself or

Open Document