CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

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Table 3 Customer satisfaction concerning reliability Reliability dimension 29 Customers� expectation Customers� perception x⎺ S.D. Level x⎺ S.D. Level 5. The staff provide service as 3.95 0.685 High 4.38 * 0.533 Highest promised. 6. The staff provide you accurate 3.88 0.688 High 4.33 0.566 Highest information. 7. The staff perform service for 3.88 0.829 High 4.25 0.565 Highest you correctly the first time. 8. The staff tell you exactly when 4.02 * 0.780 High 4.25 0.643 Highest service will be provided. Overall mean score 3.93 0.554 High 4.30 0.451 Highest Table 3 shows that overall satisfaction of expectation concerning �reliability� dimension is high (3.93). This rating is supported by comments by a frequent guest at the hotel who wrote �The room is ready on time upon check in and I get the late check out until 2 p.m. every time of my stay at this hotel.� Overall satisfaction of perception towards �reliability� dimension is also at the highest level (4.30), with �The staff provide service as promised� receiving the highest score (4.38). This may be because the front office staff provide service correctly the first time and keep their promises to customers. Consequently, customers feel satisfied with the reliability of service. This result is consistent with Juwaheer and Ross (2003), who studied service quality in Mauritian hotels. They found that �reliability� was the most important factor for ensuring customer satisfaction on service. For example, the hotel staff performed tasks as
promised and resolved problems promptly. By focusing on this dimension, hotels in Mauritius achieved high levels of satisfaction. Responsiveness The �responsiveness� dimension involves willingness to help customers and provide prompt services (Zeithaml et al., 1988). It is essential that front office hotel staff are willing and able to help customers provide prompt service and meet customers� expectation. Table 4 Customer satisfaction concerning responsiveness Responsiveness dimension Customers� expectation Customers� perception x⎺ S.D. Level x⎺ S.D. Level 9. The staff respond to your requests 4.12* quickly. 0.761 High 4.38* 0.533 Highest 10. The staff give you prompt service. 3.83 0.827 High 4.23 0.566 Highest 11. The staff are willing to help you. 4.02 0.770 High 4.38* 0.565 Highest Overall mean score 3.98 0.604 High 4.33 0.545 Highest Table 4 shows that overall expectation towards �responsiveness� dimension was at the high level (3.98). �The staff respond to your request quickly� received the highest ranking of expectation at 4.12. It is highly possible that customers are satisfied when they receive a quick response from the hotel staff. This is supported by a first time customer at the hotel who commented that, �The front office staff are willing to help me when I am looking for the hotel direction. It makes me feel that she is full of service mind in heart�. 30
Page 1 and 2: CUSTOMER SATISFACTION TOWARDS SERVI
Page 3 and 4: CUSTOMER SATISFACTION TOWARDS SERVI
Page 5 and 6: ��
Page 7 and 8: The master�s project advisor, cha
Page 9 and 10: TABLE OF CONTENTS Chapter Page 1 IN
Page 11 and 12: TABLE OF CONTENTS (Continued) Chapt
Page 13 and 14: LIST OF FIGURE Figure Page 1 Expect
Page 15 and 16: In addition, Watt (2007) stated tha
Page 17 and 18: Objectives of the Study The objecti
Page 19 and 20: CHAPTER 2 LITERATURE REVIEW This ch
Page 21 and 22: 4. Front cashiers record guests�
Page 23 and 24: hotel. As Harrington, and Akehurst,
Page 25 and 26: tangibility, reliability, responsiv
Page 27 and 28: guests. Example 1: The guests expec
Page 29 and 30: performance (or outcome) in relatio
Page 31 and 32: Disconfirmation theory was declared
Page 33 and 34: measure service quality of Croation
Page 35 and 36: CHAPTER 3 RESEARCH METHODOLOGY In t
Page 37 and 38: ambiguous. The management also sugg
Page 39 and 40: Table 1 Personal data of Respondent
Page 41: Table 2 shows that overall satisfac
Page 45 and 46: Table 5 Customer satisfactions conc
Page 47 and 48: housekeeping notifies them of any d
Page 49 and 50: Table 8 demonstrates the gap betwee
Page 51 and 52: other hand, only 5% of respondents
Page 53 and 54: perception was higher than expectat
Page 55 and 56: REFERENCES
Page 57 and 58: Dabholkar, P.A., Thorpe, D.I. & Ren
Page 59 and 60: Morrison, Alastair M. (1989). Hospi
Page 61 and 62: APPENDICES
Page 63 and 64: Questionnaire This questionnaire is
Page 65 and 66: Dimensions Level of Expectation Lev
Page 67: APPENDIX B PERMISSION LETTER 54
Page 70: Name: Alin Sriyam Date of Birth: 11

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