Serqual - Service Quality

Abstract

Service quality is a critical component for all service line operations to be successful. Since the upturn of the economic for the hotel industry after year 2010, service quality had in turned showed a vital response from hotel guests for the importance of it. This had forced hotel management to take service quality into prior consideration in order to top the industry. This research will be specifically examining on the impact of service quality on customer satisfaction in the hotel industry in Malaysia. The service quality model (SERVQUAL model) is adopted in the research as factors to measure customer satisfaction. A sample size of 123 respondents was collected through a self-administered online questionnaire, and all respondents are targeted from frequent hotel guests. Findings revealed that all five factors in the SERVQUAL model have a positive relationship towards customer satisfaction. The overall research and findings would help the hotel management to implement a more effective marketing strategy to be more competitive in the industry.

TABLE OF CONTENTS

COMPONENT 1 

1.1.        Background……………………………………………………………………………5

1.2.        Problem Definition……………………………………………………………...….…5

1.3.        Research Questions……………………………………………………………………6

1.4.        Research Objectives………………………………………………………………...…6

COMPONENT 3

3.1.        Literature Review………………………………………………………………...……7

3.1.1.        Customer Satisfaction…………………………………………………………7

3.1.2.        SERVQUAL………………………………………………………………..….7

3.1.3.        SERVQUAL Dimensions………………………………………………….….8

3.2.        Hypothesis Formulation………………………………………………………………9

3.3.        Theoretical Framework………………………………………………………………10

COMPONENT 4

4.1.        Methodology…………………………………………………………………………11

        4.1.1.        Introduction………………………………………………………………..…11

4.1.2.        Research Design (Quantitative Method)…..……………………..…………..11

        4.1.3.        Data Collection……………………………………………………………….11

        4.1.4.        Research Population………………………………………………………….12

        4.1.5.        Data Analysis…………………………………………………………………13

COMPONENT 5

5.1.        Findings…………………………………….………………………………………...14

        5.1.1.        Demographic Analysis……………………………………………………….14

        5.1.2.        Reliability Test……………………………………………………………….23

        5.1.3.        ANOVA……………………………………………………………………...23

        5.1.4.        Regression……………………………………………………………….…..24

        5.1.5.        Correlations………………………………………………………………….24

        5.1.6.        Coefficients…………………………………………………………….……25

COMPONENT 6

6.1.        Discussions…………………………………………………………………………..27

6.2.        Limitations…………………………………………………………………….……..30

6.3.        Recommendations………………………………………………………...………….31

6.4.        Conclusions…………………………………………………………….…………….31

COMPONENT 1

1.1.        Background

According to Maslow’s hierarchy of needs, physiological factors are the most essential needs that humans need to satisfy. With that being said, hotels satisfy most of these needs, which are food and shelter, and in some cases, clothing.  Hotels also known as a "Home away from home”, a place where customers pay for residence and meals when they are away from home (Praypraew, 2012). Addressing the most basic of human needs, the hotel industry has been one that has been thriving for centuries with many more to come. Other than its function as a shelter, Praypraew (2012) added that suites, public dining, banquet facilities, lounges and entertainment facilities are what usually a hotel provides as a full range of service.