logo

Customer Satisfaction in the Hotel Industry assignment

21 Pages4482 Words207 Views
   

Added on  2021-05-31

Customer Satisfaction in the Hotel Industry assignment

   Added on 2021-05-31

ShareRelated Documents
Granville Hotel, Australia 1Effects of Service Quality on Customer Satisfaction in the Hotel Industry: A Case Study ofGranville Hotel, AustraliabyCourse:Tutor:University:Department:Date:
Customer Satisfaction in the Hotel Industry assignment_1
Granville Hotel, Australia 2Table of ContentsCHAPTER ONE: INTRODUCTION........................................................................................31.1 Background Information..................................................................................................31.2 Problem Definition...........................................................................................................3CHAPTER TWO: LITERATURE REVIEW............................................................................52.1 Introduction......................................................................................................................52.2 Service Quality.................................................................................................................52.3 Determinants of Service Quality......................................................................................52.4 Measurements of Service Quality....................................................................................62.4.1The SERVIQUAL Model...........................................................................................62.5 Customer Satisfaction.......................................................................................................62.6 Factors Affecting Customer Satisfaction..........................................................................72.7 Relationship between Service Quality and Customer Satisfaction..................................72.8 Conceptual Framework....................................................................................................7CHAPTER THREE: RESEARCH METHODOLOGY.............................................................83.1 Introduction......................................................................................................................83.2 Research Design and Justification....................................................................................83.3 Data Sources.....................................................................................................................83.4 Conceptualization and Measurement...............................................................................93.5 Data Collection...............................................................................................................103.6 Data Analysis..................................................................................................................10CHAPTER FOUR: ETHICAL ISSUES AND LIMITATIONS IN RESEARCH...................124.1 Ethical Research Issues..................................................................................................124.2 Study Limitations...........................................................................................................12CHAPTER FIVE: PROPOSED BUDGET AND TIME-FRAME..........................................135.1 Proposed Budget.............................................................................................................135.2 Proposed Time-frame.....................................................................................................13References................................................................................................................................15Appendices...............................................................................................................................16Appendix 1: Questionnaire...................................................................................................16
Customer Satisfaction in the Hotel Industry assignment_2
Granville Hotel, Australia 3CHAPTER ONE: INTRODUCTION1.1 Background Information Quality has been defined as “conformance to requirements” (Bergman and Klefsjö, 2010). Service quality has been defined by Chen and Chen (2010) as the gap between the expectation of the customers regarding service and their assessment of the actual service received. Service quality has been emphasized by most of the market leaders as the primary solution to customer satisfaction. Qin and Prybutok (2009) note that success in the current competitive market substantially depends on the delivery of quality services which will consequently increase customer satisfaction levels. Thus, customer assessment for the qualityof services is significant for organizations which have a mission of formulating effective marketing strategies (Bayraktaroglu and Atrek, 2010; Landrum et al., 2009; Jones, Taylor, and Reynolds, 2014). Those companies with competitive service qualities also benefit from high numbers of satisfied and loyal consumers (Yee, Yeung, and Cheng, 2010). The increase of organizational profits and revenue is substantially dependent on first repurchasing customer behaviors. Additionally, the hospitality industry contributes 10.09% of GDP to the Australian economy and thus a key pillar in economic development. Hence, the study on service quality and customer satisfaction is very critical for research. This study focused on customer satisfaction and service quality: a case study of Granville Hotel, Australia. 1.2 Problem Definition So that the hotel industry can accomplish its aim of delivering quality service to its customers, it is vital to examine how hotels can meet and surpass the service prospects of customers (Mok, Sparks, and Kadampully, J2013). According to Parasuraman et al. (cited in“Phil” Klaus and Maklan, 2012), service quality can be measured using five determinants namely reliability, responsiveness, assurance, empathy and tangibles. However, King et al. (2008) later regarded tangibles, empathy, and assurance as for the most important determinants. Similar studies by Harr,2008; Agbor, 2011) were conducted under different
Customer Satisfaction in the Hotel Industry assignment_3
Granville Hotel, Australia 4contexts and even their findings do not agree, however they all consent of the existence of a relationship between customer satisfaction and service quality. The objective of this study is to provide additional insight into the Australian hotel industry by responding to question: What are the effects of service quality on customer satisfaction?
Customer Satisfaction in the Hotel Industry assignment_4
Granville Hotel, Australia 5CHAPTER TWO: LITERATURE REVIEW2.1 Introduction This chapter provides in-depth information about service quality, determinants of service quality, Measurements of Service Quality, The SERVIQUAL Model, Customer Satisfaction, Factors Affecting Customer Satisfaction, Relationship between Service Quality and CustomerSatisfaction and the Conceptual Framework.2.2 Service QualityThe definition of service quality has been defined differently by various researchers. Parasuraman et al. (1985) describe it as the organization’s ability to meet or surpass the expectations of customers cited in“Phil” Klaus and Maklan, 2012). Aslan and Koçak (2011) also agree with the definition of Parasuraman et al., 1985. The study by Ladhari (2008) on thefactors affecting service quality in the hospitality sector found out reliability to be the best predictor of general service quality. Naik, C.K., Gantasala, and Prabhakar (2010) also found out that the highest expectation of customers is on the timeliness of service, operations precision, and safety issues. 2.3 Determinants of Service QualityCustomers consider several physical features when buying goods as a way of determining quality, color, taste, and package. Conversely, the procurement of services is limited to the tangible features and must, therefore, consider other service quality dimensions.The study by Parasuraman et al. (cited in“Phil” Klaus and Maklan, 2012), provides ten determinants that affect the view of the customer, and these include access, responsiveness, communication, security, competence, credibility, courtesy, tangibility, insight, and reliability. Berry based his study on Parasuraman et al.(2002) and developed five summarisedaspects namely reliability, responsiveness, tangibles, empathy and assurance. It is on these five elements that the SERVQUAL model used to measure service quality is based on Parasuraman et al. (2002).
Customer Satisfaction in the Hotel Industry assignment_5
Granville Hotel, Australia 62.4 Measurements of Service QualityThe measurement of service quality is a significant element in the process of improving quality since it generates customer responses regarding the type of service offered and eh degree to which it met the expectations of the customer (Ladhari, 2008). Several models havebeen postulated by researchers that measure service quality, for example, the SERVQUAL model2.4.1The SERVIQUAL ModelThe model was the work of Parasuraman et al. (2002), and it was designed for ascertaining underperformance in service quality. The basis of the SERVQUAL model is that service quality of a business can be determined by matching the organization’s view of its service with that of their prospects. It measures the expectations and perceptions of customer’s service quality. The formula of the quality shortfall (Q) is found by deducting the Expectation(E) from the Perception (P). Then the rate of overall quality is obtained by summing up all the Q value. The SERVIQUAL scale comprises of two parts: the first section measures expectations of consumers concerning service segment whereas the second part determines perception about the firm being evaluated. 2.5 Customer SatisfactionAccording to Kotler (2015), customer satisfaction is the degree to which the apparent performance of a product matches the expectations of the buyer. Kassim and Asiah Abdullah(2010) examined customer satisfaction through a cross-cultural survey and found out that most of the guests were contented with the employees’ ability to communicate in a foreign dialect, workers’ hospitality and room conditions. The research by Prayag (2008) of Cape Town hotels ascertained customer satisfaction areas to include spa experience, customer entertainment, and well-ordered grounds.
Customer Satisfaction in the Hotel Industry assignment_6

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY IN BAKING INDUSTRY
|65
|14260
|19

Customers’ Perception of Service Quality in the Hospitality Industry in Nigeria
|7
|3207
|396

Marketing Research
|11
|2613
|87

Service Quality in the Banking Sector
|31
|10264
|124

Effect of Service Standard on Customer Satisfaction in KFC London
|84
|16765
|398

case study on Marriott Hotels Assignment
|51
|13821
|747