CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF ...

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CHAPTER 5 CONCLUSION This chapter presents the conclusion, implications of the study, limitations of the study, and recommendations for further studies. Conclusion Service businesses have been growing rapidly in recent decades, while customer demand for high quality service is increasing. This is certainly the case at the Mercure Hotel in Pattaya. To remain competitive, the hotel needs to analyze customers� expectation and perception towards the service quality of its front office staff. In this research, the SERVQUAL instrument, developed by Parasuraman (1985), has been applied in designing the questionnaire by using five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy. Data collected from a questionnaire were distributed to 60 guests who stayed at the Mercure Hotel in Pattaya between September 1 � 15, 2009. The questionnaire aimed to determine the level of customers� expectation and perception towards the service quality of front office staff. The results revealed that the �assurance� dimension raised the highest level of expectation, whereas the �tangibility� dimension fulfilled the highest level of perception. This study focused further on the gap between customers� expectation and their perception of front office service quality. The results showed that the overall mean score of
perception was higher than expectation in all dimensions, yielding a positive SERVQUAL gap. Hence, customers were satisfied with all dimensions of service quality. In this study, the findings showed that most respondents identified tangibility as the most important factor in determining satisfaction. Moreover, their perception of service exceeded their expectation. The findings of this study were in contrast with previous study of Juwaheer and Ross (2003) who studied service quality in Mauritian hotels. They found that by focusing on assurance and reliability, a hotel could achieve high levels of satisfaction and service quality. Implications of the Study This study had the following implications: 1. Empathy was shown to be the weakest dimension of satisfaction. Therefore, hotel management should arrange special courses to improve effective communication. 2. Tangibility was shown to be the strongest dimension of satisfaction. Therefore, hotel management should maintain the attributes of tangible service quality at the hotel. 3. Human Resource management should arrange in-house training program to improve the main work of front office staff and to promote them in their careers. Limitations of the Study Some limitations are found in this study as follows: 40
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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 and 42: Table 2 shows that overall satisfac
Page 43 and 44: promised and resolved problems prom
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: other hand, only 5% of respondents
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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