Customer Satisfaction By Measuring Service Quality Tourism Essay

Customer gratification By Measuring go calibre Tourism Essay principle of the studyThe bank billment and trouble of do tone of voice be aboriginal to the survival and success of go companies (Legcevic, 2008). The hotel sector is a large atom of the serve up industry which raises advantages and accommodations to a wide range of clients. To break sure that a hotel is satisfying its clients needs, it is necessary to measure do appoint periodically to identify beas in need of improvement. There are nearly(prenominal) mannerologies manipulationd for measuring benefit gauge, further this look into study shall prosecute one of the more ordinary exercises called the SERVQUAL model. This theory was developed by Parasuraman, Zeithaml and Berry. They were separate(a) queryers studies ab off the purpose of timber (Jain and Gupta, 2004). The SERVQUAL model was created to measure assistant character reference as perceived by the knob (Parasuraman et al., 1 985). check to paradise Hotels yearbook Report of year 2008 and 2009, the occupancy rate of the paradise Hotel, capital of Thailand has sinkd interminably ( paradise Asia Limited, 2008, paradise Asia Limited, 2009). The most likely ca mapping of this problem is the political imbalance that hit Thailand recently. On the other hand, it is possible that this decline in the subroutine of guests was a takings of a decline in process timber. however though the heaven Hotel continued to emphasize guest needs and propose excellent divine utility to their nodes, it is still crucial to measure service fictitious character to ensure that the guests are satisfied with the hotels services and responsiveness to client needs. The end point of measuring service feel also attends management to discover exactly what their customers expect from the hotel and the bring to which they are satisfied with their experience at the hotel. This measurement model functions as a motherfucker to promote communication amid the hotel management and their customers.This research was conducted to observe customer perceptions to the highest degree hotel services by measuring service timberland apply the SERVQUAL model at the nirvana Hotel, capital of Thailand. The benefits of this research are not just now to understand the train of customer pleasure but moreover, it can use as a guidepost to enhance service grapheme and promote customer loyalty.Title of construeA Study of Customer comfort by Measuring dish tint A Case Study of heaven Hotel, Bangkok account of research problemA continual decline in the get along of hotel customers over the past few months has had a send effect on the hotels income. The chief(prenominal) factor which is believed to have caused this decline was internal political imbalance in Thailand. In an effort to transform a crisis into opportunity, this is an appropriate cartridge holder to observe customer perceptions of service interrupt in edict to foster hotel management improve attribute and prepare their vexation for when the situation returns to normal. toil objectivesThe objectives of this research are as followsTo measure service flavor of nirvana Hotel, Bangkok by using SERVQUAL model,To understand the relationship amid customer expiation and service shade, andTo realise a clearer understanding of customer perceptions of service quality from enlightenment Hotel, Bangkok in order to improve hotel service quality in the future. abstract framework manakin 1 Conceptual frameworkReliabilitySERVQUAL Dimensions reactivityCustomer SatisfactionAssuranceEmpathyTangibles kitchen stove of the studyThe scope of this research focuses on measurement of service quality at the Shangri-La Hotel, Bangkok by using the SERVQUAL model which considers service quality from the following vanadium-spot props a) reliability, b) responsiveness, c) assurance, d) empathy and e) tangibility. The audition population would be a random precedent of vitamin C hotel customers during the period from July to August, 2010. The survey technique would habituate the use of questionnaires. This study focuses on the relationship between customer gladness and service quality.Definitions of terms used in the studySERVQUAL model An musical instrument for measuring service quality comprised of five dimensions such as a) reliability, b) responsiveness, c) assurance, d) empathy and e) tangibility. Parasuraman summed up that customers perceive service quality by comparing their forebodings with the actual organisational performance, and they evaluate service quality in several(predicate) dimensions (Parasuraman et al., 1988).Service case A product or outcome of all the staff managers of the Shangri-La Hotel, Bangkok working together to satisfy their customers. In other phrases, spicy-quality service is a service that meets or exceeds customer needs and expectations (Wisniewski, 2001).Custom er prevision is prediction service of customer that hotel should be provides to them. Predict service at once twist customer gratification evaluation (Zeithaml et al., 1993)Customer Perception A feeling or sense possessed by the customer which is derived from their experiences at the hotel.Customer Satisfaction The level to which a customer perceives that their expectations were met in the dealing with the hotel (Hallowell, 1996).AssumptionsA customer who receives a high level of service quality from the Shangri-La Hotel, Bangkok is more likely to be satisfied with the boilers suit level of service at the hotel.LimitationsSize of sample The political dubiety in Thailand during the past several months passed in a decrease in the number of tourers all over Bangkok. Furthermore, the occupancy level at the Shangri-La Hotel, Bangkok has been suppressed due to a reduction in get on availability for internal renovations. The limited number of hotel customers whitethorn limit the sa mple size, leading to sample error.Time frame of information order of battle The era frame is a major problem for this research because the research term table is quite short, especially considering that this season is the low season for tourism in Thailand. Since the tourist numbers are much lower than during high season, it could be difficult or impossible to r individually the appropriate sample size.Human ethics considerationsThis research is being conducted for educational bearings to learn just about customer satisfaction at the Shangri-La Hotel, Bangkok. For this reason, the hotels management is allowing researchers to collect information from their customers. Therefore, the researchers should not force the customers to complete the questionnaire if they are hesitant. The questionnaire is being designed so that it does not contain sensitive items which would make customers feel uncomfortable.Practical momentMeasuring service quality is more difficult than measuring th e quality of manufactured goods because the nature of services is intangible (Bergman and Klefsjo, 1994). The SERVQUAL model is an efficient tool to jock measure service quality and clarify customer satisfaction. The give of this research would be useful for the Shangri-La Hotels management and staff members so that they can better understand their customers level of satisfaction with perceptions about the hotels services. It testament help hotel management in their efforts to maintain and improve hotel service quality. In addition, other hoteliers and make-ups within the service industries sector could adapt this research to use as basis for studies into their own agreements.Background informationShangri-La Hotels and Resorts is a well-established Asian hotel chain in major cities throughout Asia, Oceania and The Middle East. The render is located in Hong Kong. Shangri-La Hotel, Bangkok is one victorianty of numerous properties of Shangri-La Company, located in the Silom di strict, has a total of 799 rooms including serviced a sidetrackments and other facilities such as restaurants, conference rooms, spa, swimming pool and tennis courts (Shangri-La Hotel, 2010).Shangri-La Hotel, Bangkok is located in a convenient place contiguous to the Chao Phraya River which is the main river of Thailand, and is only half an hour from Suvarnabhumi Airport and 10 legal proceeding away from central business by BTS Skytrain. For these reasons, this hotel has the ability to attract numerous tourists. Furthermore, Shangri-La Hotel, Bangkok is connected to Sathorn Pier, so tourists can take frequent boats or long tail boats to travel to and visit several kinds of tourist attractions easily such as the Temple of Dawn, the Grand Palace, the Flower market and Khaosan Road. There is a high diversity of tourism industries which promote the frugality in this district and along this river.However, in recent long time, the Thai miserliness has experienced difficulty for a v ariety of reasons. Figures 1 and 2 personifyise the performance of Shangri-La Hotels and Resorts in the period from 2007 to 2008 with the period from 2008 to 2009. delay 1 The Shangri-La Hotel Weighted Average dwell Yield 2007-2008 acknowledgment Shangri-La Asia Limited (2008)Table 2 The Shangri-La Hotel Weighted Average Room Yields 2008-2009Source Shangri-La Asia Limited (2009)The figures above show that there was a significant decline in the performance of Shangri-La Hotels and Resorts, Thailand in 2008 compared with 2007, and this decline in performance continued into 2009 with a drop on mean(a) room occupancy. harmonise to the 2008 Shangri-La Asia Limited Annual Report, occupancy and RevPAR for Shangri-La Hotels decreased in 2008 by 15 and 10 percentage points one by one (Shangri-La Asia Limited, 2008). Moreover, the overall weighted average RevPAR for Shangri-La Hotel and Resorts Thai properties decreased a further 11 percent in 2009 (Shangri-La Asia Limited, 2009). The gl obal financial crisis, the gigantic renovations at the Shangri-La Hotel, Bangkok and political uncertainty are cited as the main reasons for this decline.Literature reviewThere are several pieces of literary works regarding studies of service quality which say that if a customer had a harming service experience, they would probably use that service again and would be likely to invite their friends or tell someone else to utilize those analogous services. In the same way, if customer had a poor service experience, they generally never forget about it, and many customers leave behind complain and go elsewhere (Assael, 1987, Farrington et al., 2009, Peter and Olson, 1987).Word of mouth is a causalityful communications tool. Customers whitethorn tell others whenever they experience poor service quality, and this would have a direct effect on the organizations image runing in an even offtual decrease in revenue. The power of this communications tool has always been evident from the past until the present. Consequently, organizations mustiness always ensure that their service quality is the most pleasant and high hat to generate customers satisfaction. This is because the backbone of service organization growth is not just a high quality product or pricing strategy, but it is also the combination with good customer service.Nowadays, companies increasingly emphasize service quality and customer satisfaction throughout, so that they can increase customer loyalty, because it has determined that high customer loyalty is observe to success in their market segment(Cronin et al., 2000). Service quality is widely studied and useful in service industries(Carman, 1990, Collier and Bienstock, 2006, Cronin and Taylor, 1992, Cronin et al., 2000, Gronroos, 1984, Parasuraman et al., 1985, Parasuraman et al., 1988). Many scholars have taken an interest in service quality issues because of their intangibility, which makes them very difficult to measure (Bergman and Klefs jo, 1994). For these reasons, several researchers created a model to help clarify the measurement of service quality. The most popular and extensively used models are Gronroos Service lineament Model and Parasuramans prisonbreak Model (Legcevic, 2008). It could be describes of each model as followingGronroos Service musical note Model splits customer perceived service into two dimensions 1) expert quality, and 2) functional quality (Gronroos, 1984).1) Technical quality or outcome quality is what customer receives as outcome of the process in the resources.Functional quality is how customer receives from technical outcome (Legcevic, 2008).Parasuramans Gap Model indicates that five gaps live on between management and customers during the service delivery process (Parasuraman et al., 1985). For my research, I ordain employ the SERVQUAL scale by using gap scores to help measure service quality.Service QualityToday quality construct recognized as a strategic tool to enhance and c hange business actual performance both of goods sector and service sector. The key factor to success in service industry is service quality. The purpose of service quality is to satisfy the customer. Hence, service quality and customer satisfaction influence each other. As mentioned in the beginning, service quality is delimitate as a product or outcome ending from all members in the organization trying to satisfy their customers (Wisniewski, 2001). Service quality also could be defined as crucial decision-making criteria for service consumers (Cronin et al., 2000). Customers evaluate service quality by comparing organizational performance with their expectations (Zeithaml et al., 1993). However, Parasuraman proved and indicated that there is a problem with customer perception of service, because five gaps exist between the customer and the service supplier during service delivery. The figure below illustrates the Service Quality Gap Model by Parasuraman.Figure 2 The Service Qual ity Gap ModelSource Parasuraman, Zeithaml, and Berry (1985)According to figure as above, it could be describes each gap as followingGap1 Service provider not knowing what the customers expectGap2 Service provider not selecting the effective service designGap3 Service provider not delivering to service regulationGap4 Service provider not matching performance to promisesGap5 The going between customer expectations and customer perceived service (Legcevic, 2008)A gap which may occur between customer expectation and customer perception is not the only measurement of service quality. However, it is a determinant of customer satisfaction or dissatisfaction. If the service providers response to customer needs is below their expectations, the customer would estimate that the quality is low.SERVQUAL ScaleThe main benefit of the SERVQUAL instrument is that it helps management to measure the quality of service by comparing customers expectation of service and customer perceived service whi ch categorizing each problem facet into five dimensions. It lets them classify the problems into dimensions, helping management to focus on the problems and improve service quality in the right way when some elements of service are ground to be lacking. The SERVQUAL model was created by Parasuraman, Zeithaml and Berry in 1985. The 1985 stochastic variable consisted of ten dimensions. The model was further developed, and in 1988 it was refined into five dimensions. The SERVQUAL model has been widely used as an efficient instrument for measuring service quality in many service industries (Asubonteng et al., 1996). The five dimensions are 1) reliability, 2) responsiveness, 3) assurance, 4) empathy and 5) tangible. According to Parasuraman, Zeithaml and Berry (1985), they defined each dimensions as followsTable 3 SERVQUAL 5 DimensionsReliabilityAbility to perform the promised service dependably and accuratelyResponsivenessWillingness to help customers and provide prompt serviceAssuran ceKnowledge and adroitness of employees and their ability to inspire trust and authorityEmpathyCaring, individualized attention the star sign provides its customersTangiblePhysical facilities, equipment, and appearance of personnel(Parasuraman et al, 1985)The most important dimension that the customer used to evaluate service quality is the reliability dimension (Legcevic, 2008). Parasuraman developed a set of questionnaires using 22 parallel questions to measure customers expectation of service and customer perception of service in the five dimensions. The measurement uses a Likert Scale with seven levels ranging from powerfully agree to strongly disagree. The service quality measurement of each pair of questions uses performance disconfirming expectation. A positive score represents positive service quality (Parasuraman et al., 1988).Quality = Performance ExpectationNevertheless, there are numerous of academic studies which do not support these five dimensions. These studies determined that problems occur with this measurement method. subgenus Chen (2008) argued that SERVQUAL should add more dimensions to give the result more validity and credibility (Chen, 2008). Carman (1990) argued that each dimension should not be general because each service industry is different. Therefore, this model could not be used in the same format across industries (Carman, 1990). Although, there are weak points actual in SERVQUAL model, the concept of dimensions is still useful and when anyone interested in service quality issue, one choice which remind is SERVQUAL scale because its great to demonstrative power (Jain and Gupta, 2004). Then, it is used frequently today.SERVPERF ScaleWhen discuss about SERVQUAL scale, it can not forgot to talks about SERVPERF scale as well. SERVPERF is one of service quality measurement scale. The results of both scale (SERVQUAL and SERVPERF), when compare these method to each other, the result which occurs are quite similar. However, ther e are differences in measuring process. Moreover, it is difference in reliability. To classify divergence between SERVQUAL scale and SERVPERF could be summary explain as following SERVQUAL use customers expectation of service and customer perceived service to find service quality while SERVPERF use only customers perception for consideration. Cronin and Taylor (1992) compare between these two scales a found that SERVPERF is enough for measure service quality. However, the SERVQUAL scale is effective than SERVPERF scale because it provide more pragmatic diagnosis of service quality (Jain and Gupta, 2004).Customer SatisfactionThere are plentiful researchers studies on customer satisfaction. The definition of customer satisfaction is also diverse. Pizam and Ellis(1999) states that customer satisfaction is a psychological concept relating to a feeling of pleasure and well-being which is a result between needs in mind and an appealing product or service (Pizam and Ellis, 1999). The sens e of satisfaction brings about positive attitudes which leads a customer research that satisfying experience again (Assael, 1987).Customer satisfaction also has an influence on corporate survival. Naumann (1995) states that in order to attract a young customer, an organization has to pay costs in the form of time and resources equal to approximately five times that which is necessary to retain an existing customer (Naumann, 1995). Therefore, it leads the organization to determine quality as the ability to retain existing customers.However, not every customer leave behind perceive the same level of satisfaction with the same level of service, because their sense of satisfaction is related to word of mouth communication and their past experiences (Pizam and Ellis, 1999). All people have had different experiences, thus they also have different objectives, needs and expectations. To ensure that the organization provides a high level of service quality, customer satisfaction surveys a re necessary. Parasuraman, Zeithaml, and Bery (1994) suggested that product quality, service quality, and price are each factors that encourage satisfaction (Parasuraman et al., 1994). Customer loyalty develops when customers become satisfied with these different factors provided by the organization (Farrington et al., 2009). The following is a conceptual framework showing the connection of each element which involves customer satisfaction.Figure 3 A Conceptual manikin for the Effects of comprehend Product Quality, Service Quality, and Pricing Fairness on Consumer Satisfaction and Consumer LoyaltyCustomer SatisfactionProduct QualityPerceived Product QualityPerceived Service QualityService QualityCustomer LoyaltyPerceived Price FairnessPriceSource (Bei and Chiao, 2001)Understanding the critical elements described above, how they are related, and how they help the organization is a foundation to success in the service industry. entropy requiredThe information required for this stud y would be based in information self-possessed from Shangri-La Hotel, Bangkok customers. This research also requires the use of SERVQUAL as the main model to help measure service quality. Furthermore, may utilize some other theories from journal articles and textbooks which are related to this research. Other sources of information may include Shangri-La Hotel and Resorts information, particularly with regards to general information and occupancy entropy as required supporting in this research.Data sourcesThis research will utilize the following two types of dataPrimary data The primitive data for this research will be collected from 100 hotel customers who puzzle at the Shangri-La Hotel, Bangkok for least one night. The guests will be selected by simple random sampling technique, and they will fill out questionnaires regarding hotel service quality. Each questionnaire shall contain threesome parts the first part will be general information of respondent, the second part will b e about the expectations and perception service quality, and third part is level of satisfaction of the customer.Secondary data The secondary data will be gathered from literature such as journal articles, textbooks, Shangri-la Hotel, Bangkok data and hotel website sources. The process of data collection shall be conducted from July to August, 2010.Data collection techniquesThis research would be collects the data from 100 of customers of Shangri-La hotel, Bangkok who stand by at the hotel at least one night. The researcher would be select population sample by employ random sampling method and using questionnaire as the tools. The measuring service quality instrument in this research is SERVQUAL. The questionnaire composes of three parts as following freshman part is about demographic data of customers 1) gender, 2) age, 3) agricultural of resident, 4) reason for stay, and 5) why they selected Shangri-La hotel, Bangkok as a place to stay.Second part, it would be think on customer s expectation of service quality (customers expectations) and received service quality (customers perceptions), in this field customer would answer both of these two aspects into SERVQUAL dimensions. This research would use Likerts scale to measure into five point scales. Likerts scale is a instrument to help measure attitude and opinion (Laerhoven et al., 2004). On the customers expectation question side and customers perception question side would be rent customer to give rate ranging from strongly Disagree 1,2,3,4,5 Strongly Agree. trinity part would be ask customer one question about their satisfaction of overall hotel service quality. In addition, researcher would leave the area for customer to add any recommendation.Data analysisAs for this research would be use R software (R Development Core Team, 2009) to help analyze questionnaire survey. Then would be using descriptive analysis and present it as table form, pie chart, and percentage calculated would be show. The standar d discrepancy (SD) and mean are also would include.TimelineResearcher has 13 weeks to process this report. This research process began on May 22, 2010. Due date of research intent is on June 20, 2009. As for research final report is require to be submit on August 22, 2010Table 4 TimelineResearch methodological analysisThe precise measurement of hotel service quality is vital in order to be success in the hotel business. Because it helps hotel management to understand the hotel service quality level which hotel staff provide to customer. Without an appropriate measurement, it would be difficult to understand the expectation and satisfaction of customer and moreover, it would be difficult to create the strategies to mount hotel service quality.This research survey adopted the questionnaire 25 parallel items from (Mey et al., 2006) which is proper use to measure in hotel service quality industry, instead of using the original SERVQUAL questionnaire of 22 parallel items which establi sh by (Parasuraman et al., 1988). This research uses the three-figure as the main methods.Refer to the questionnaire, this research intends to identify and analyze the gaps between customer expectations and customer perceives service quality. The objective of this paper is to measure customer satisfaction and hotel service quality of the Shangri-La Hotel, Bangkok. The questionnaire survey was divided into three categories. The first house was demographic data and travelling characteristics of respondents. The second category was to investigate the customer expectation and customer perception regarding hotel service quality by using SERVQUAL dimensions. In this part of questionnaire were on 5-point Likert scale ranging from Strongly Disagree 1,2,3,4,5 Strongly Agree. The last category was asked one question about the overall satisfaction regarding the Shangri-La Hotel, Bangkok service quality.Generally, the five stars hotel even in Bangkok had a strong policy which concern with gue st privacy issues and not allowed the external people to do survey in the hotel. However, the researcher had been trainee and employee at the Shangri-La Hotel, Bangkok for two years with this reason, the hotel was confidence and permits the researcher to do survey eventually, because the hotel saw that this research survey would gain more benefits to the hotel than disadvantage.The SamplingThe researcher faced the problems during doing the survey the questionnaire survey watchful for customer at the hotel check-in/ out counter. In the beginning lie office attendant was given the questionnaire survey to customers when they are check-in and aim to get it back after they are check-out. Most of customers got the questionnaire survey from bm officer, but indeed they are not completed it questionnaire. To reduce unfinished questionnaire, the front office attendant was change to given questionnaire survey to customer during they were checking-out instead, and return it from customer pr omptly. However, the front office attendant was not compel customer to fill out the questionnaire, if they were reluctant. The samples were 100 hotel customers who stay at the Shangri-La Hotel, Bangkok at least one night. However, the researcher collected data from 100 hotel respondents as aims.Results and AnalysisThe questionnaire composes of three sections as followingFirst SectionIt is about demographic data of customers 1) gender, 2) age, 3) country of resident, 4) reason for stay, and 5) why they selected Shangri-La hotel, Bangkok as a place to stay.Demographic DataGender of respondentAccording to result, it indicated that the majority of the Shangri-La Hotel, Bangkok customer were pistillate than male. Female were 63% and male 37%. There were female customers almost 2 times of male customers. See table 5.Table 5 relative frequency and fate of GenderGenderFrequencyPercentageMale3737Female6363 add100100The result of elaborating on male and female were showed in forecast bel owFigure 4 Gender of hotel customer2. time of respondentsThis research survey classifies the age of hotel customer into 4 categories 1) below 30 years, 2) 31 40 years, 3) 41 50 years, and 3) above 50 years. The result indicated that the majority of the Shangri-La Hotel, Bangkok customer were between 31 40 years (60%), were below 30 years (28%), 41 50 years (9%), and above 50 (3%) respectively. See table 6.Table 6 Frequency and Percentage of AgeAgeFrequencyPercentageBelow 30 year282831 40 year606041 50 year99 preceding(prenominal) 5033 add up100100The result of elaborating on age of hotel customer was showed in figured belowFigure 5 Age of hotel customer resident country of respondentAccording to result, it indicated that the majority of the Shangri-La Hotel, Bangkok customer was had resident country in China (13%). Also were USA (12%) japan (10%) Australia, Thailand and Singapore (7%) UAE (6%) England, German, Hong Kong, Italy and Korea (5%) India (4%) Canada (3%) Span and Fr ance (2%) Belgium and late Zealand (1%) respectively. See table 7.Table 7 Frequency and Percentage of Resident CountryResident CountryFrequencyPercentageAustralia77Belgium11Canada33China1313England55France22German55Hong Kong55India44Italy55Japan1010Korea55New Zealand11Singapore77Span22Thailand77UAE66USA1212Total100100The result of elaborating on resident country of hotel customer was showed in figured belowFigure 6 Resident country of hotel customerThe main objective of respondents for staying at Shangri-La Hotel, BangkokThe result showed that the most of the hotel customer come to stay at the Shangri-La Hotel, Bangkok significantly for leisure as main objective (84%). And also for business (16%). See table 8.Table 8 Frequency and Percentage of object glass for StayObjective for StayFrequencyPercentageFor Leisure8484For Business1616Total100100The result of elaborating on objective for Stay of hotel customer was showed in figured belowFigure 7 Objective for Stay of hotel customer c ase of Select Shangri-La Hotel, Bangkok for stayThis research survey c