SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE …

POLITECNICO DI MILANO

Facolt? di Ingegneria dei Sistemi

POLO REGIONALE DI COMO Master of Science in Management, Economics and Industrial Engineering

SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HOTEL INDUSTRY

Supervisor: Prof. Alessandro Brun

Master Graduation Thesis By: Le Na Student Id. number: 736358

Academic year: 2009/2010

ABSTRACT This study attempts to identify the quality attributes of the hotel services. To measure service quality and customer satisfaction in the hotel industry, there are some models. However, in this study, three most popular and quite complete models which are SERVQUAL, HOLSERV and LODGING QUALITY INDEX are chosen for analysis. Moreover, it reports the difference in the customer expectations and perceptions for men and women, Asian and European guests related to the hotel services. It includes more detailed analysis such as service offerings, hotel facilities, hotels factors, etc. that affect their choices. It also provides suggestions of disable people about the hotel services. To have the statistic data for the study, one survey with 23 questions was implemented. As a result, 114 respondents answered the questionnaire. The last part of this study is to report the findings and analyze the results of survey.

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SOMMARIO Questo studio si propone di identificare gli attributi di qualit? dei servizi alberghieri. Per misurare la qualit? dei servizi e la soddisfazione del cliente nell'industria alberghiera, esistono diversi modelli; perci? In questo studio per effettuare l'analisi ne sono stati scelti tre fra i pi? completi e diffusi: SERVQUAL, HOLSERV e LODGING QUALITY INDEX. Inoltre nel lavoro esposto si pone l'attenzione sulle differenze nelle aspettative e nella percezione dei servizi alberghieri fra clienti asiatici e non asiatici e di sesso femminile o maschile. Il presente studio include a seguire una analisi pi? dettagliata di ogni servizio offerto, delle strutture dell'hotel e dei fattori determinanti che influenzano le scelte dei clienti. A completamento dello studio si forniscono anche impressioni e suggerimenti orientate a migliorare i servizi degli hotel dedicati a persone disabili. I dati statistici necessari per lo studio sono stati raccolti tramite un sondaggio composto da 23 domande, pubblicato sia su internet che in forma cartacea. I 114 responsi ottenuti sono stati raccolti ed analizzati e compongono la parte conclusiva dello studio; da questi dati infatti sono state dedotte importanti considerazioni a supporto della tesi.

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ACKNOWLEDGEMENT First and foremost, I would like to express my deep and sincere gratitude to my supervisor, Prof. Alessandro Brun for his enthusiasm, dedication, support and guidance throughout my thesis. I really appreciate the invaluable advice that he has given to me. My greatest thanks go to my family for always by my side and encouraging me. Last but not least, I wish to give a special thank to Le Bao Chau, Do Hong Khanh, Tommaso Maffei and Samir Mehta for their great help as well as encouragement. I also send my sincere thanks to many other friends who supported and helped me a lot in collecting survey and during my study. Le Na

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Contents

ABSTRACT...................................................................................................................................................... ii SOMMARIO .................................................................................................................................................. iii ACKNOWLEDGEMENT.................................................................................................................................. iv List of figures............................................................................................................................................... vii List of table................................................................................................................................................. viii CHAPTER 1: LITERATURE REVIEW ON HOTEL INDUSTRY .............................................................................. 1

1.1 What is hotel industry? ............................................................................................................... 1 1.2 History of hotel industry ..................................................................................................................... 2 1.3 Type of hotel industry ......................................................................................................................... 3 1.4 Growth and latest trends .................................................................................................................... 5

1.4.1 Asia Pacific ................................................................................................................................... 7 1.4.2 Europe.......................................................................................................................................... 8 1.4.3 Middle East/Africa ....................................................................................................................... 9 1.4.4 America ...................................................................................................................................... 10 CHAPTER 2: SERVICE QUALITY AND CUSTOMER SATISFACTION IN HOTEL INDUSTRY............................... 12 2.1 Definition service quality and customer satisfaction........................................................................ 12 2.2 Why measure service quality and customer satisfaction? ............................................................... 14 2.3 Measurement models of service quality and customer satisfaction in hotel industry .................... 15 2.3.1 SERVQUAL MODEL ..................................................................................................................... 16 2.3.2 HOLSERV and LODGING QUALITY INDEX ................................................................................... 20

2.3.2.1 HOLSERV ............................................................................................................................. 20 2.3.2.2 LODGING QUALITY INDEX ................................................................................................... 23 CHAPTER 3: IMPACT OF GENDER ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY............................. 27 3.1 Affect of gender on service quality perception in hotel industry ............................................. 27 3.2 Impact of gender on customer loyalty-the high level of customer satisfaction ....................... 30 3.2.1 Customer loyalty definition................................................................................................... 30 3.2.2 Why is customer loyalty important in the hotel industry? ................................................... 31 3.2.3 How does gender impact on the customer loyalty? ............................................................. 31 3.2.4 Impact of gender on Loyalty Emotion................................................................................... 32

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