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Shaari, Nordin & FongTable 1: Definition of IVsReliability: The ability to perform the promised service dependably and accurately. Neveroverpromise and always keep your promises.Responsiveness: The willingness to help customers and provide prompt service. Always getthe definition of prompt from the customer.Assurance: The knowledge and courtesy of employees and their ability to inspire trust andconfidence. Employees need to be empowered to carry out this assurance of both power andknowledge.Empathy: The degree of caring, individualized attention the firm provides its customers.Attitude: Employees are happy, eager, willing to help, be positive and prepared to meet guest’sneeds to the list.The measurement of employees’ performance employed for this research is based onthe SERQUAL scale developed by Parasuraman et al. (1988) as it is found to berelatively simple yet powerful in providing valuable information and valid measurementon organization’s service quality. SERQUAL model has five distinct dimensions thatcomprise 22 items which are assurance, empathy, reliability, responsiveness andtangibles. However, the questionnaire was also modified to suit the needs of research inthe hotel industry. The Tangibility dimension was opted out as the main focus of theresearch is on measuring quality of service delivery by hotel personnel. On the otherhand, another dimension named attitude that include the way employee talks andinteracts with hotel guest is added (Yun 2001). Table 1 gives definitions of theindependent variables; while Table 2 depicts the sources of the variables used in thestudy.Table 2: Sources Used for QuestionnaireSection Variables SourcesA Demographics -BCEmployeesPerformanceAttitude Yun, S. (2001)AssuranceEmpathyReliabilityResponsivenessCustomer Re-patronage IntentionSERVQUAL model by Parasuraman et al.(1988)Lee, H., Lee, Y., & Yoo, D. (2000)4. FindingsOut of the 300 questionnaires which were distributed to guests of three and four starratedhotels in Kuching, a total of 267 (89%) were collected. It was found out that 40.1percent respondents were male and 59.9 percent were female with a fair distribution ofage range between 21-30 (39%), 31-40 (35.6%), 41-50 (16.5%) and 51-60 (9%). 71.1%of the respondents have at least secondary school education. As for respondentsoccupation, they range from student (14.2%), government servant (51.3%), privateworker (18.4%), self-employed (13.1%), and pensioner (2.2%). Table 3 summarizes thedemography of the respondents.65
Shaari, Nordin & FongTable 3: Respondent ProfileVariables Frequency %GenderMale 107 40.1Female 160 59.921-30 104 39.0Age31-40 95 35.641-50 44 16.551-60 24 9.0Primary school 2 0.7LCE / SPR / PMR 8 3.0Education MCE / SPM / SPMV 61 22.8level STPM / Diploma 118 44.2Bachelor Degree or higher 75 28.1Others 3 1.1< RM2,001 111 41.6RM2,001 – RM4,000 130 48.7Income level RM4,001 – RM6,000 22 8.2RM6,001 – RM8,000 3 1.1RM8,001 – RM10,000 1 0.4Student 38 14.2Government servant 137 51.3OccupationSelf-employed 35 13.1Private worker 49 18.4Pensioner 6 2.2Others 2 0.7Factor analysis was carried out on the variables that describe employees’ performance.As shown in Table 4, Attitude component plays important role in overall hotelemployee’s performance, explaining 34 percent of the variance. This componentincludes ‘hotel employees serve me with a smile’, ‘hotel employees always willing tohelp me’, ‘hotel employees always give me a positive answer’, ‘hotel employees talk tome in a pleasant way’, ‘hotel employees show a sincere interest in solving my problems’and ‘hotel employees perform the service right the first time’. The reliability for thiscomponent is 0.862.66
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