Service Quality and Customer Satisfaction in Three-Star Hotels in Myanmar: A Study

This research report investigates the relationship between service quality and customer satisfaction in three-star hotels in Myanmar. It examines the factors influencing customer satisfaction, analyzes the effectiveness of service quality in meeting customer expectations, and explores the correlation between perceived service quality and customer satisfaction. The study utilizes a combination of quantitative and qualitative data collection methods, including surveys and interviews, to gain insights into the experiences of both hotel staff and customers. The findings of this research provide valuable recommendations for improving service quality and enhancing customer satisfaction in the three-star hotel sector in Myanmar.

Research Report
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Title- A study of the relationship between service quality and customer satisfaction for three
stars rating hotel, in Myanmar
Chapter- 1
Introduction
The tourism industry has increased the value of customers as the increment in the tourism
industry; the customers have gained the facilities, factors and major satisfactory elements at
various places. The countries are now focusing on increasing tourism to understand the
effective service quality, customer satisfaction factors, profit maximization and better
economy. The tourist’s attraction has increased in the world. Various types of tourists have
changed the culture all over the world. This has increased the competition in hospitality
sector around the world. Due to the increased tourism all over the world, the increment in the
different industries and economic betterment has been initiated.
The research on the review of service quality and customer satisfaction and their relationship
in the three-star hotels of Myanmar are considered to study and analyze the needs for
improvement in Myanmar. Although Myanmar is one of the strongest and great potential
possessing the attraction in many fields which are benefiting the hospitality industry, there is
also a need in the effective service quality and customer satisfaction in the three-star hotels
which are mostly preferred by the tourists. For the organizations nowadays customer
satisfaction has become an important aspect to be considered for gaining maximum profit and
brand image of the company. The customers are the most powerful aspect of the businesses in
the service sector the customer satisfaction is the most important and regular served factor.
With the increase in globalization, the competition between different companies in the same
industry has increased the value of customers. The customers are tried to attract towards the
different companies and to make attaining the organizational efforts by getting the customer
satisfaction. The satisfaction of the customers becomes important as the different aspects of
the organization which makes the success of an organization are linked to customer
satisfaction. These factors are the service, quality, and efficiency. The reliability of customers
is also import. These factors make the customer satisfied and organization growth. Myanmar
is a tourists attraction destination and this provides the country a big challenge of providing
and offering the services to its customers in an effective manner to gain the effective
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customer satisfaction and service quality. The quality of service depends on the staff
members and attraction towards the organization. The reasonable pricing and timely delivery
are also one of the major aspects which gets the customer satisfaction to the organization.
The customer satisfaction is the source of maximizing the profit in the organizations and
helps in increasing sales. The organizations have even started focusing on producing what
they can sell instead of selling what they can produce. To improve the overall performance of
the business organization, companies focus on maintaining service quality along with
customer’s satisfaction. The customer relationship needs to be bound in the manner of
providing customer satisfaction. Customer satisfaction is basically judged or motivated in the
service sector where the customers are offered various services in order to provide the facility
of being customized.
Customer satisfaction is one of the best methods to attain and retain customers and their trust
towards the organization. The customer satisfaction is the key aspect of the business. This
helps in the management of the performance as well as management of people. The different
concepts of customer expectations and customer retention are based on the effective and
leading customer experience. The customer satisfaction needs to be effective. The customer
satisfaction is formed with the customer experience and customer experience is formed with
the quality of service and products.
Aims and Objectives
The aim of this study is to identify the relationship between service quality and customer
satisfaction a case study of hotels in Myanmar.
 To analyse hotel rating system and criteria for awarding the Stars
 To examine what factors impact on the service quality affecting customer
satisfaction
 To evaluate the correlation between perceive service quality and customer
satisfaction for three stars hotel, in Myanmar
Research Questions
 Q.1. What factors determine the expectations, the needs and the requests of
customer from a three stars hotel in Myanmar?
 Q.2. The benefits of implementation of ISO 9001:2008 for three stars hotel quality
management systems (QMS) and processes?
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 Q.3. What solutions to overcome the gaps between customers’ expectation and
services offered?
Rationale
The research report is based on the rationale of understating the analysis of Hotel rating
systems and criteria on which the three-star hotels. The research focuses on assessing the
factors which affect or impact on the customer satisfaction and quality of service in three-star
hotels of Myanmar. The correlation between the perceived service quality and customer
satisfaction for three-star hotels in Myanmar. The research questions regarding the service
quality and customer satisfaction are provided under this. The use of primary and secondary
data collection method and quantitative and qualitative analysis is considered under this
research. The research is conducted in the manner to consider the key activities and timescale
in which the research is to be completed.
Background
The countries are now focusing on increasing tourism to understand the effective service
quality, customer satisfaction factors, profit maximization and better economy. Due to the
increased tourism all over the world, the increment in the different industries and economic
betterment has been initiated. For the organizations nowadays customer satisfaction has
become an important aspect to be considered for gaining maximum profit and brand image of
the company. The customers are tried to attract towards the different companies and to make
attaining the organizational efforts by getting the customer satisfaction. The quality of service
depends on the staff members and attraction towards the organization. The research focuses
on assessing the factors which affect or impact on the customer satisfaction and quality of
service in three-star hotels of Myanmar. The organizations have even started focusing on
producing what they can sell instead of selling what they can produce. Customer satisfaction
is basically judged or motivated in the service sector where the customers are offered various
services in order to provide the facility of being customized.
The creation of value for the customers and managing the ability to satisfy the needs of the
business is the customer’s satisfaction. The satisfaction among the customers is depended on
the customer value and managing the customer satisfaction. The service in the organization
depends on the various approaches to service and quality. The majority of the hotels in
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Myanmar are affecting the customer’s satisfaction and the customers are attracted towards the
hospitality sector of Myanmar. The research provides the information about the different
models. The model of SERVQUAL which is commonly used by three-star hotels of
Myanmar to combine and balance the ratio of service and quality with the customer
satisfaction. The model and approaches which are commonly used by the organization is
SERVQUAL model. The hospitality sector needs to focus on the effective services and
quality service and products to the customer to maximize the sales and customers satisfaction.
Providing quality and variety of food in the hotels and offering effective services related to
rooms and stay is becoming important for the hospitality companies. As these hotels and
hospitality industry of Myanmar needs to understand that the customer research or
identification is necessary to be done. To understand the proper use of various methodologies
a theoretical presentation is provided under the study which simplifies the research to
understand with all the explanation. A method of questionnaire and others are used to clear
the concept of model.
The quality service and effective working of the organization is basically an important need.
This research report is based on the observation of various factors which restricts the
customer satisfaction in Hotels of Myanmar. The three-star hotels are mostly the target of
getting the customer satisfaction because the effective analysis is one of the important aspects
of customer satisfaction. This research provides the information on the relationship between
service quality and customer satisfaction and their factors affecting the customer satisfaction
in the three-star hotels of Myanmar.
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