Service Quality Improvement Term Paper

Service Quality Improvement

The service industry is tremendously growing every day. The investment in local and worldwide service industry has also increased in the recent past. This is evidenced by the increase in construction of new and enhanced hotels that have influenced the trend for service quality improvement. Recognizing the increase in competitors within the industry, hotel supervisors are focusing on service quality improvement, to acquire a competitive advantage. In this intense and aggressive industry, it is essential for local and worldwide hotels are aware of excellent values and tools for enhancing service quality

The competition in the global industry among hotels is very powerful. Any hotel cannot survive in this aggressive environment until it satisfies its clients with high top quality service. The quality of service is in tune with client expectations and any hotel can win by fulfilling those needs of clients. When new and enhanced quality services are developed for clients, then it is crucial to meet the expectation of clients of different groups in this competitive advantage. Many organizations are seeking service quality and improvement systems for competitive advantages. Every company works only for the client’s demand and added value to provide enjoyable service for its competitive advantage. In addition, some companies organized service divisions that collect information about clients and his/her interaction with products and quality (Gilmore, 2013).

Besides this, with new improvements, the expectations and needs of clients are also changing fast. In this work, the aim is to identify factors of service quality that affect consumer attitudes and their satisfaction, which result in competitive advantage, in the hotel industry.

Literature Review

Service quality is one of the key success factors in the management of hotel and hospitality industries. It is related to customer satisfaction, and customer satisfaction is associated with clients revisit intention. If an effective image is portrayed to clients, it will create competitive advantage for hotels. Following service growth, process three concepts of service are composed, and these three steps are service process, system and service resources-model. Marketing is the primary factor that only focuses on the client fulfillment. Client fulfillment performs an important part in financial efficiency of hotels (Sherman & Zhu, 2009). In the hotel industry, the service provided affects the client’s satisfaction: satisfaction must be replicated in the entire industry in order to foster retention.

Some factors have an important role in measuring client association with hotel: gender, income, culture, and age. The performance in this industry is directly related to service quality enhancement. There is an important relationship between enhancement in service quality and change in hotel performance. High-level growth tools are used in the fulfillment of multiple users about service and quality. The key problem lies with the hotel manager is to retain and fascinate clients. Customers return intention and emotions are mediated via the fulfillment of client’s needs. Client fulfillment performs a role of mediator in perceived value of the hotel and behavioral objectives. Both Public and private industries have reviewed the service quality, and customer-focused approach was highly practiced so that their demands could be fulfilled (Milakovich, 2010).

The hotel managers are a key element of decision makers. The views of hotel managers in relation to the ranking and the link with the enhancement with service quality and efficiency must be examined. Hotel supervisors should concentrate on keeping the number of service failure, low and observe client complaints constantly For enhancing service quality, four factors were identified like delivery of service, hotel employees, visitor facilities and surroundings, and reputation. Many factors are linked to service efficiency and quality and they include the ambience of the reception area, guest room, and restaurant; workers’ skills and qualification, the design and atmosphere of the facility, the safety of the room and attendant’s courtesy, and the difference in food taste. In offering quality service, human resource management is a critical issue for organizations. It affects business results directly. Quality service focuses on clients’ satisfaction and is a necessary step for a competitive advantage. Additionally, service quality is necessary to please the attitude of consumers toward the prospective, noticeable utility value (Gilmore, 2013).

In every organization, service quality plays an important role for every client. Customer is the main person who describes the Quality. While offering top quality service to clients, hotel supervisors must understand the customer’s expectations.


Following the above literature review, the below hypotheses will be developed to be tested in this research paper.

Hypothesis 1: Impression of the reception area relates to customer care

Hypothesis 2: atmosphere and cleanliness of the hotel are associated with customer care and behavior intention

Hypothesis 3: Courtesy of workers is associated with customer care

Hypothesis 4: Guestroom comfort is linked to customer care

Hypothesis 5: the level of customer expectations is high in the restaurant area


Population and Sampling

In order to gather enough information to test hypotheses, a study will be performed in a give sample population of hotel visitors. 260 questionnaires will be distributed randomly to clients of hotels and resorts. Equal numbers of clients will be requested to fill out the questions for all the chosen division. The sample will be requested to evaluate their views of various items comprising service quality and customer care. Assessments will be based on A Five-point Likert scale, which range from “strongly disagree” (1) to “strongly agree (5) will be used to measure the listed items. The information is expected to lead to 260 responses from clients. A total of 260 of these questionnaires will be completed and used in the information analysis representing a response rate of 100%. The participants will include 52.3% clients with earnings less than 500US, 33.7% with earnings, and 14% with earnings. Of the participants, 52.5% will be men and 46.6% will be women. This indicates that men comprise a high percentage of the hotel industry customers.

Reliability and Validity Assessment

Data on the numerous multi-items constructs representing the different elements of customer satisfaction and service quality will be first examined for reliability and validity. This will be done through factor analysis and computing Cronbach’s values. Factor analysis will be performed to evaluate convergent validity. The results of the factor analysis and validity evaluations will be provided in the tables. All individual loadings will be above the minimum of 0.5 recommended by research. Using Cronbach’s coefficient ?, inner reliability of SERVQUAL measurements will be approximated as 0.87 for tangible dimension, 0.84 for stability dimension., 0.85 for empathy dimension, 0.88 for assurance dimension, and 0.83 for reliability dimension, inner reliability for customer care will be approximated as 0.81. Normally, a reliability coefficient above 0.70 is considered sufficient for exploratory research. The reliability values will be all above 0.8 (Pizam, 2008). Thus, it can be determined that the actions used in this study will be reliable and valid. The use of multiple regressions will be helpful in determining the comparative importance and services quality features in forecasting the customer satisfaction.


In this study, we will analyze elements of service quality that affect customer care and results in the success of hotels. While exploring the features, the client’s experience will be hoarded. The aspect of client satisfaction will be a lead attractant and retention factor and the eventual success of the hotel. Drawing from the literature review, equipment will be administrated that will contain 38 items relevant to demographics of participants and service quality at hotels (Milakovich, 2010). As such, the following things will be observed:

The respondent’s personal profiles relevant to gender, profession, education and purpose of visit and intention to revisit

Overall impression of the hotel will be observed

Service quality in the reception area will be observed

Client fulfillment in the hotel guest room will be examined

Response to waitress/waiters, food variety, and top quality will be examined in a restaurant (Khosrowpour, 2010).

The Likert – type scale will be used to measure all responses, where

1=very disappointed and 5=very satisfied.

Data Collection

In this case, data were collected from ten popular hotels in one state. For gathering information, the questionnaires were distributed among clients and asked them to complete these study questions that were designed for research purpose. The study gathered total 276 questionnaires from clients. When the questionnaires were analyzed, only 234 of the 276 questionnaires were selected. Because the rest 42 questionnaires had unsuitable answers, they were disregarded (Gilmore, 2013).

Data Analysis

The data was generated from questionnaires and then fed into SPSS 17.0 for analysis. The tables were developed to find the relationship of service quality factors. Besides this, T-TEST was conducted, and charts were plotted to get a picture of the elements affecting customer fulfillment in providing improved service quality (Milakovich, 2010).


The relationship among different aspects were found and observed to understand key elements in hotel service quality that affect the customer care and intention to return. For this purpose, different connections were instigated. In the first connection, it was noticed that the overall impression of the guest room is the most essential determinant of client pleasure and plan to revisit the hotel that is providing high quality service. Besides, other vital elements include overall hotel impression and personal demand level that is met in the restaurant and guest rooms. All other aspects also influence client response to quality service offered in hotels. In connection to hotel reception, different aspects are evident. Evidently, the crucial parameter is the overall hotel impression, the courtesy of the workers, their skills, and initiative when interacting with clients. Their attitude at the reception area also plays an essential part to generate an image of the hotel for customers (Sherman & Zhu, 2009).

In connection with the reception of hotel guestrooms, those aspects were calculated that affects client comfort of living in the room. The most important element is the rooms’ overall impression that comprises of decoration, facility, convenience of bed, sanitary ware, and light and guests’ service available in guest rooms. In connection to desk of restaurants, essential considerations are courtesy of waiters/waitresses, service flexibility and their quick response of attendants. Moreover, taste and variety of food, hygiene, and environment also affect client satisfaction in a restaurant.

Discussion and Implications

The impression of hotels shapes the expectation of customers. This also consists of impression of guestroom and reception area. Hypothesis 1 has been confirmed. Although it is essential to fulfill customer expectations at each stage of service offered, but most important is to fulfill the expectation of customers in the restaurant. Hypothesis 5 was corroborated.

Though the intention of customers to re-visit hotel relies on many elements, among them impression and comfort of guestroom plays an integral role. Hypothesis 4 was confirmed. The quality of service offered by attendants/waiters, their techniques to handle clients and flexibility affects clients’ fulfillment. This confirmed hypothesis 3. The clients were conscious about cleanliness and atmosphere of the hotel, so there was a need to observe the cleanliness. Moreover, the environment and temperature should be comfortable for guests. This result verified hypothesis 2 (Pizam, 2008).

The effects of conference future objectives of clients have always been a challenging task. Therefore, the research is relatively important in this competitive atmosphere to set objectives for client fulfillment specially related to the hotel industry in this era. Moreover, hotel supervisors should collect up-to date and precise information about changing atmosphere and present enticements to catch the attention of maximum clients (Khosrowpour, 2010).

The implications to meet future customer expectations have always been a complicated task. The research is important in this aggressive atmosphere to set benchmarks for customer satisfaction exclusively related to the hotel market in this era. Moreover, hotel supervisors must collect up-to date and precise information about modifying the environment and present enticements to attract the attention of the maximum possible clients.


This research examined the parameters of service quality in hotels that affect the fulfillment of customers and their intention to revisit. The outcomes of this research conclude to offer quality service is the amalgamation of different components, which are intricately linked with each other. The results of this research suggest that impact on service quality affects the customer care that lead to the success of the hotel: it is an irrefutable fact. Moreover, sustaining the customer care level is an ongoing process that entails unremitting enhancements in quality at hotels (Pizam, 2008).

The findings of this research indicated that service quality is important antecedents of customer fulfillment. This result is consistent with findings drawn by previous researchers. Service quality is seen to be critical in affecting client’s satisfaction. These dimensions encompass reliability, tangibles, responsiveness, empathy, and assurance. Moreover, the results show that service quality improvement is an important antecedent of client fulfillment. This finding reinforces the need for hotel managers to emphasize on the five dimensions of service quality improvement.

Limitations Of Study

This study had a number of limitations. For this research, research questionnaires will be distributed across the state. Therefore, generalization of results is not guaranteed. From the statistical findings, it was verified that customer satisfaction and service quality are related. Paper and pen questionnaires were distributed to customers for about three weeks. From the statistical findings, it was verified that the customer satisfaction and service quality scale were reliable and valid equipment for measuring the relationship in this research (Khosrowpour, 2010).


Gilmore, A. (2013). Services, marketing, and management. London [u.a.: Sage.

Khosrowpour, M. (2010). Challenges of information technology management in the 21st century: 2010 Information Resources Management Association International Conference, Anchorage, Alaska, USA, May 21-24, 2010. Hershey, Pa. [u.a.: Idea Group Publishing

Milakovich, M. (2010). Improving Service Quality in the Global Economy: Achieving High Performance in Public and Private Sectors, Second Edition. New York: CRC Press.

Pizam, A. (2008). Handbook of hospitality marketing management. Oxford: Butterworth-Heinemann.

Sherman, H.D., & Zhu, J. (2009). Service productivity management: Improving service performance using data envelopment analysis (DEA). New York: Springer.

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