CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

ambiguous. The management also suggested that the researcher should give an example
in each questions in order to make the questions easy to understand. The results of the
pilot study provided the correct information and the suitable design of questionnaire.
Data were collected from the customers who stay at the hotel between September
1-15, 2009. The receptionists asked 100 customers to do the questionnaire upon their
arrival to explore the customers� expectation. 60 customers returned the completed
questionnaire upon their departure. The customers informed that their participation was
on a voluntary basis and all information provided would be kept private and confidential.
The questionnaires were distributed to the customers who agree to participate in the
study. Then, the receptionists briefly explained the requirement of the survey before the
customers fill up the questionnaires.
Data Analysis
After the questionnaires were collected, the researcher explored the level of
customers� expectation and perception towards service quality of the front office staff in
five areas: tangibility, reliability, responsiveness, assurance, and empathy. The
frequencies and percentages are used for calculating and analyzing the data to the
personal data in part 1.
Besides using descriptive statistics of means and standard deviations, gap
analysis was used in comparing means between expectation score and perception score
of the respondents and the data were analyzed using SPSS program (Statistical software
package). Moreover, the results were discussed and summarized with some suggestions
for further studies.
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