Customer Satisfaction in Hotel Industry: A Comprehensive Analysis

This report delves into the multifaceted concept of customer satisfaction within the dynamic hotel industry. It begins by establishing a conceptual framework derived from various academic articles, highlighting the evolution of the field. The report then identifies common themes across the literature, such as the definition and significance of customer satisfaction and customer loyalty in the context of the hotel business. It proceeds to analyze distinct themes, including the SERVQUAL model, HOLSERV, and the Lodging Quality Index (LQI), providing a comprehensive overview of the tools used to measure and improve service quality. The report also addresses the limitations of the studies, such as sample size constraints, and suggests avenues for future research, including the exploration of customer delight and loyalty. By synthesizing these elements, the report offers valuable insights into how hotels can enhance customer experiences and build lasting relationships with their guests.

Running head: CUSTOMER SATISFACTION
Customer Satisfaction in Hotel Industry
Name of the Student
Name of the University
Author Note

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Table of Contents
Conceptual Framework from the Articles.......................................................................................3
Common themes from the articles...................................................................................................4
Customer satisfaction...................................................................................................................4
Customer loyalty..........................................................................................................................4
Different themes from the articles...................................................................................................5
SERVQUAL model.....................................................................................................................5
HOLSERV and Lodging Quality Index (LQI)............................................................................5
Limitations of the study...................................................................................................................6
Future research.................................................................................................................................6
Reference List..................................................................................................................................7

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Conceptual Framework from the Articles
According to Amin et al. (2013), the theory on customer satisfaction in the hotel industry
has developed over the recent years, as many studies have been conducted with respect to this
topic. Since the hotel industry is one of the fastest growing industries on a global scale, it is seen
that the consumers are attracted towards the new products and services that are being offered by
them. This has helped the hotel industry in satisfying the customers being providing them with
premium quality of products and services (Mc Cullagh 2010).
The article will deal with the satisfaction of the customers in the hotel industry. It will
help in finding out the expectations that the customers have when they stay in a hotel for leisure
or for business purposes. The customers need to feel that they are appreciated within the hotel so
that the quality of service that will be provided to them can be high with respect to the
expectations of the customers.
The hotels need to keep up with the promise that they will deliver the best quality
products and the services to the customers so that they can be satisfied with the quality of the
hotel. The major disappointment that the customers face is when they find out that the products
and services were not provided to them, which attracted them towards the hotel. This acts as a
drawback for the customers, as they tend to find alternatives where they would find the premium
quality of products and services (LE 2010).
The hotel organizations need to have loyal customers so that they can come back to the
hotel when they visit that particular place for rejuvenation or for business trips. The hotels need
to analyze the feedbacks that will help them in serving the customers in an efficient manner. The
loyal customers need to be provided with special gifts or discounts so that it can help them in

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being attracted to the particular company. The hotels need to make sure that the needs of the
customers are met carefully so it can help in building up of personal assistance with the
customers (Mc Cullagh 2010).
Common themes from the articles
Customer satisfaction
It is defined as the perception of the individuals over the performance of the products and
services so that it can meet the expectation of the customers. The process in highly
individualized and is based on the needs and the preferences of the customers. The delight of the
customers happens when the products and services reach beyond the level of satisfaction and
helps the customers in having a pleasurable experience within the organization. Some of the
researchers are of the opinion that when the customers in the hotel reach higher than the level of
tolerance within themselves with respect to the products and services that are offered to them by
the hotel, the customers are delighted with the services.
Customer loyalty
Loyalty can be defined as the brands, products and services that are used by the
consumers continuously when the customers choose their hotel rooms for their leisure or
business purposes. To put it simply, customer loyalty is the commitment of the individuals to re-
purchase the products and the services in the future, which causes a repetitive purchase of the
same brands.
Customer loyalty is important in the hotel industry, as it helps in retaining the customers
so that the profits of the organization can be increased. The primary focus of the hotel
organizations is to increase the volume of rent by increasing the level of usage and providing

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them with wide varieties of products and services. This will help in creating a bond between the
customers and the hotel brand, which will help in bringing the customers on a repetitive manner.
The hotel industry emphasizes primarily on the customer loyalty, as it will help them in the long-
term success of the hotels (Torres and Kline 2013).
Different themes from the articles
SERVQUAL model
This model is used to measure the outcome of the customer satisfaction within the hotel
industry. It is based on the evaluation of the clients with respect to the quality of service by
comparing the obtained and the expected value and by considering the gaps that are present in
the service. The model will help in measuring the quality in the hotel industry with respect to
responsiveness, competence, courtesy, credibility, security, access, communication,
understanding, reliability and tangibles. The scale in the model helps in providing a comparison
between the expectation and the perception of the consumers.
HOLSERV and Lodging Quality Index (LQI)
HOLSERV is a form of questionnaire that helps in producing a reliable instrument, which
is specific to the hotel industry. This scale is relatively shorter and is more user-friendly when
compared to the SERVQUAL scale. The scale consists of seven points of rating where the
minimum indicates poor and the maximum indicates as excellent on the scale.
The LQI scale is built based on SERVQUAL model where the interviews are taken from
the luxury as well as the economic hotels. This will help in comparing the feedbacks that are
given by the consumers with respect to the satisfaction level of in the hotel industry (LE 2010).

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Limitations of the study
The limitation in both the articles is that the size of the sample, which is smaller in
nature. The study needs to be conducted on a larger base of population so that the sample can be
studied based on the quantitative and the qualitative type of research process. The concept of
customer delight and customer loyalty needs to be explored further.
Future research
The research can be carried for the future, which will help in taking a larger base of
population as the size of the sample for the research process to be more accurate in nature. The
interview process with the managers of the hotels can be conducted in a better manner so that it
will help in identifying the delights of the customers and provide better ideas about the increment
in the profit levels for the hotels.

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Reference List
Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. and Kassim, E., 2013. Service
quality dimension and customer satisfaction: An empirical study in the Malaysian hotel
industry. Services Marketing Quarterly, 34(2), pp.115-125.
LE, N., 2010. Service quality and customer satisfaction in the hotel industry.
Mc Cullagh, R., 2010. Customer retention management in the hospitality industry: a profile of
the hotel industry in Donegal.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management, 25(5), pp.642-659.