CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

Table 5 Customer satisfactions concerning assurance
Assurance dimension
32
Customers� expectation Customers� perception
x⎺ S.D. Level x⎺ S.D. Level
12. The staff have product 4.10 0.706 High *4.62 0.640 Highest
Knowledge of the hotel.
13. The staff have the skills 3.95 0.746 High 4.37 0.610 Highest
required to perform service.
14. The staff speak with you by 3.95 0.832 High 4.35 0.606 Highest
using appropriate forms.
15. The staff are trustworthy. *4.17 0.806 High 4.30 0.671 Highest
16. The staff make you feel safe 4.10 0.752 High 4.22 0.640 Highest
when staying at the hotel.
Overall mean score 4.05 0.561 High 4.37 0.440 Highest
Table 5 shows that overall expectation towards �assurance� dimension was at a high
level (4.05), with trustworthiness ranking most important (4.17). Most customers expect front
office staff to make them feel safe when staying at the hotel. In addition, cashiers should be
credible and responsible when handling expenses or money from guests.
Perception of �assurance� dimension ranked at the highest level (4.37), with product
knowledge being the most important factor (4.62). Front office staff must have broad and
deep knowledge, skills, capacity and experience. They must also be well versed in using
advanced technology to improve their performance such as when making room reservations
by computer.