Hotels which purely operate with a commercial business purpose consider the customer is the king!’ And, if we believe this it is also important to know how to make them happy. Recent days customers expect lot of good services more than their expectations Hence, it is mandatory that employees approach and interaction with the guests play a predominant role in the satisfaction and retention of them. The study focused on identifying the customers’ perception towards the laundry and bar services that are provided by the leading star hotels in Salem city, Tamilnadu, South India from the 300 customers who had stayed in the said hotels. Descriptive research design with exploratory approach and non-scientific sampling method with purposive sampling technique was used in this study to get the actual perception of the customers. Concrete suggestions and measures to be implemented are suggested.
Role of Service Quality on Guest Satisfaction in the Budget Hotels A Case Stu...ijtsrd
Budget hotels play a crucial role within the hospitality industry, and they are a trend in the tourism industry. Budget hotels are the no frills establishment offering accommodation at a minimum tariff to the people and acts as a substitute for the guest who wants a room. The service quality of any hotel is recognized to be one the most crucial part of flourishing in the hospitality industry. The modern trend of complete service quality management in the hotel industry ensures the achievement of the hotel. However, at another end to be a successful player in the hospitality industry, it is most important to concentrate on existing guest from the broad perspectives of guest satisfaction, particularly with the guest satisfaction that related to service quality as guest satisfaction is mainly hooked upon the quality of service provided to them. The research provides an understanding of the service experiences of the guest during their stay in budget hotels. SERVQUAL model is used to know the relationship between service quality and guest satisfaction in the budget hotels of Ratnagiri and Ganpatipule. Ten budget hotels from Ratnagiri and ten hotels from Ganpatipule were selected randomly. The sample consisted of one hundred and forty Guest from these twenty budget hotels in which seven guests from each hotel were selected on a convenience basis who had availed the services of these hotels. A twenty two attributes questionnaire was framed on the five dimensions of the SERVQUAL model to record the guest perception and expectation towards the service quality of the budget hotels. Data was then analyzed by finding the weighted mean of the five SERVQUAL dimensions based on guest expectation and perception, and later SERVQUAL method was used to find out the actual service gap. The study found that the service quality of budget hotels plays a vital role in guest satisfaction. Mr. Tushar Tingote | Dr. Rajesh Ragde "Role of Service Quality on Guest Satisfaction in the Budget Hotels: A Case Study of Ratnagiri and Ganpatipule" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd45232.pdf Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/45232/role-of-service-quality-on-guest-satisfaction-in-the-budget-hotels-a-case-study-of-ratnagiri-and-ganpatipule/mr-tushar-tingote
Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction...AI Publications
Hospitality industry is a billion dollars industry, which includes many activities, from which main is hotel business, tourism services, event planning and transportation. This industry is a quick growing industry, where main factors are service quality and customer satisfaction. No any hospitality industry property will not survive if they are not oriented on their consumers, notably, to meet their needs, requirements and expectations, so that the image of the company will enhance. The hospitality industry faces with different difficulties than organizations which produce products due to the dissimilar nature of service in comparison with a product. In service industry there is a greater probability to fail, rather than in product sales. Service quality has been revealed as a key factor in search for sustainable competitive advantage. Satisfying and retaining customer has been recognized as an important factor in hospitality industry. Nowadays like never before, fulfilling consumers’ requests remains the greatest challenge. In the hospitality industry, the consumer is not only the part of the actual consumption process, but moreover often has preset service and quality perspectives. Today’s hospitality industry customer is increasing time poor, more sophisticated and more demanding. The main purpose of this study is to reveal the impact of service quality on customer satisfaction. The findings of the study will show influence of different service quality dimensions on satisfaction level in Hotels. A quantitative method used to analyze this study. A random sampling method used to distribute and gather data. 111 participants were involved in this study. This study proved that four of service quality dimensions (empathy, responsiveness, assurance and tangible) have positive relation with customer satisfaction, except reliability had negative relation with customer satisfaction.
Hotels which purely operate with a commercial business purpose consider the customer is the king!’ And, if we believe this it is also important to know how to make them happy. Recent days customers expect lot of good services more than their expectations Hence, it is mandatory that employees approach and interaction with the guests play a predominant role in the satisfaction and retention of them. The study focused on identifying the customers’ perception towards the laundry and bar services that are provided by the leading star hotels in Salem city, Tamilnadu, South India from the 300 customers who had stayed in the said hotels. Descriptive research design with exploratory approach and non-scientific sampling method with purposive sampling technique was used in this study to get the actual perception of the customers. Concrete suggestions and measures to be implemented are suggested.
Role of Service Quality on Guest Satisfaction in the Budget Hotels A Case Stu...ijtsrd
Budget hotels play a crucial role within the hospitality industry, and they are a trend in the tourism industry. Budget hotels are the no frills establishment offering accommodation at a minimum tariff to the people and acts as a substitute for the guest who wants a room. The service quality of any hotel is recognized to be one the most crucial part of flourishing in the hospitality industry. The modern trend of complete service quality management in the hotel industry ensures the achievement of the hotel. However, at another end to be a successful player in the hospitality industry, it is most important to concentrate on existing guest from the broad perspectives of guest satisfaction, particularly with the guest satisfaction that related to service quality as guest satisfaction is mainly hooked upon the quality of service provided to them. The research provides an understanding of the service experiences of the guest during their stay in budget hotels. SERVQUAL model is used to know the relationship between service quality and guest satisfaction in the budget hotels of Ratnagiri and Ganpatipule. Ten budget hotels from Ratnagiri and ten hotels from Ganpatipule were selected randomly. The sample consisted of one hundred and forty Guest from these twenty budget hotels in which seven guests from each hotel were selected on a convenience basis who had availed the services of these hotels. A twenty two attributes questionnaire was framed on the five dimensions of the SERVQUAL model to record the guest perception and expectation towards the service quality of the budget hotels. Data was then analyzed by finding the weighted mean of the five SERVQUAL dimensions based on guest expectation and perception, and later SERVQUAL method was used to find out the actual service gap. The study found that the service quality of budget hotels plays a vital role in guest satisfaction. Mr. Tushar Tingote | Dr. Rajesh Ragde "Role of Service Quality on Guest Satisfaction in the Budget Hotels: A Case Study of Ratnagiri and Ganpatipule" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd45232.pdf Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/45232/role-of-service-quality-on-guest-satisfaction-in-the-budget-hotels-a-case-study-of-ratnagiri-and-ganpatipule/mr-tushar-tingote
Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction...AI Publications
Hospitality industry is a billion dollars industry, which includes many activities, from which main is hotel business, tourism services, event planning and transportation. This industry is a quick growing industry, where main factors are service quality and customer satisfaction. No any hospitality industry property will not survive if they are not oriented on their consumers, notably, to meet their needs, requirements and expectations, so that the image of the company will enhance. The hospitality industry faces with different difficulties than organizations which produce products due to the dissimilar nature of service in comparison with a product. In service industry there is a greater probability to fail, rather than in product sales. Service quality has been revealed as a key factor in search for sustainable competitive advantage. Satisfying and retaining customer has been recognized as an important factor in hospitality industry. Nowadays like never before, fulfilling consumers’ requests remains the greatest challenge. In the hospitality industry, the consumer is not only the part of the actual consumption process, but moreover often has preset service and quality perspectives. Today’s hospitality industry customer is increasing time poor, more sophisticated and more demanding. The main purpose of this study is to reveal the impact of service quality on customer satisfaction. The findings of the study will show influence of different service quality dimensions on satisfaction level in Hotels. A quantitative method used to analyze this study. A random sampling method used to distribute and gather data. 111 participants were involved in this study. This study proved that four of service quality dimensions (empathy, responsiveness, assurance and tangible) have positive relation with customer satisfaction, except reliability had negative relation with customer satisfaction.
The study of factors affecting customer’s satisfaction with the three star ho...INFOGAIN PUBLICATION
Previous studies has supported the relationship between customer satisfaction and customer loyalty. Accordingly, understanding the factors affecting customer satisfaction is very important for those who are involved in hotel industry. Despite the abundant studies conducted on tourist satisfaction there is very little known about the customers satisfaction of Middle East hotels. Filling a part of this gap, the current study attempts to examine factors affecting travelers’ satisfaction of three star hotels in Dubai. Unfortunately the website doesn’t support online booking from any of hotels in Iran, so the comments and reviews on these hotels are not available. On the other hand Dubai has the greatest number of registered hotels in Agoda website, hence this city was chosen as case study. Accordingly comments of travelers on each three star hotel was collected from the Online booking website of Agoda (www.Agoda.com), on October 2015. The study relied on text mining and content analysis of over 2500 online traveller reviews covering 3-star hotels in Dubai. ). The website categorizes the hotels based on the stars and rankings (figure 2) and website only publishes reviews of a hotel from travelers who have booked and paid for a reservation and most probably has stayed in the hotel. The website also provides databases of customer evaluations of their experiences of hotels. This study applied content analysis of the reviews. The collected data was exported into the Nvivo 7 qualitative data analysis software. The comments on each hotel were categorized in terms of positive and negative feedback. Content analysis of collected data revealed that the main factors affecting the tourists’ satisfaction were hotel location, food management , cleanliness, facilities, design and staff behaviors.
Enhancing Gust’s Loyalty in Luxury Hotel through Hotel’s AmbienceIJERA Editor
Hotel guest loyalty is of the utmost importance given the competitive nature of the lodging sector. The
increasing expansion of hotels into other hospitality and related areas amplifies the continuing importance of
guest loyalty and the need to ensure guests „recurring reservations at a perceived favorite hotel.in the customer
oriented era, relationship with customers in the all of purchasing cycle and its effect on customer satisfaction
and loyalty has become a vital duty for hoteliers . Moreover, the impact of physical environment on consumer
behavior, is particularly apparent for service business such as hotels. Based on the reviewed literature study
about effect of Electronic customer relationship management (e-CRM)on customer loyalty through customer
satisfaction considering moderating effect of hotel‟s ambience on the relationship between Electronic customer
relationship management (e-CRM)and customer satisfaction as well as customer satisfaction and customer
loyalty is few and far between .Therefore, the objective of the study is to examine the effect of Electronic
customer relationship management (e-CRM) on customer loyalty through customer satisfaction considering the
moderating effect of hotel ambiance on the proposed relationships. A quantitative methodology using a crosssectional
survey method was used to investigate the relationship between variables. Data were collected from a
convenience sampling of 384 guests of four and five- star hotels in Kuala Lumpur. The overall response rate
was 66.74% (n=276). The relationships between variables were examined using structural equation modelling
(SEM) technique and partial least squares (PLS) software was used. The results revealed there is a direct and
significant relationship between Electronic customer relationship management (e-CRM) and customer
satisfaction. Moreover, the results disclosed Electronic customer relationship management (e-CRM) through the
mediating variable customer satisfaction has a positive effect on customer loyalty. Furthermore, the results
confirmed that the relationship between Electronic customer relationship management (e-CRM) and customer
satisfaction as well as customer satisfaction and loyalty has been moderated by hotel‟s ambience. The study
applied S-O-R, to develop a new theoretical framework to provide a new way to enhance customer loyalty in
four and five star hotels through examining the moderating effect of hotel„s ambiance on the relationship
between ECRM and customer satisfaction and loyalty . Therefore, the study has provided a new scholarly
evidence to enhance customer loyalty in the luxury four and five-star hotel. Moreover, the study provides a
new approach to hoteliers to increase customer satisfaction and loyalty.
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
Impact of Outsourced Housekeeping Services on Guest Satisfaction with Respect...ijtsrd
The main goal of Hotel industry business is to meet guests needs while achieving profit targets. The Guest satisfaction is the very important factor for the Hotel industry. It enhances Hotels reputation, increases room sales as satisfied guests are more frequent visitor and increases profitability. Major Star Hotels Outsource Housekeeping services to sustain cost effectiveness, saves time, improves service quality and improves efficiency of department. This study focuses on the impact of outsourced Housekeeping services on guest satisfaction keeping in view the Hotels which are outsourcing Housekeeping services. This study considered the few attributes of Housekeeping staff and Cleanliness of outsourced areas impact on Guest Satisfaction. The data was collected from Guests who stayed in Star category Hotels of Pune. Dr. Seema Zagade | Honey Tyagi"Impact of Outsourced Housekeeping Services on Guest Satisfaction with Respect to Star Hotels" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd7187.pdf http://www.ijtsrd.com/other-scientific-research-area/other/7187/impact-of-outsourced-housekeeping-services-on-guest-satisfaction-with-respect-to-star-hotels/dr-seema-zagade
Influence of Service Quality on Guests’ Satisfaction in Selected Hotels in An...ijtsrd
Hotel management scholars consider service quality a precedent to guest satisfaction, but the reasons why guests revisit a hotel and how to deliver a high quality service from hotels in Anambra State have remained unanswered. This study investigated service quality dimensions of reliability, assurance, tangibility, empathy and responsiveness, and related them to guest satisfaction in the selected hotels in Awka, Onitsha and Nnewi, representing the three senatorial zones in Anambra State, using the proportionate stratified random sampling STRS technique. A sample size of 138 respondents was derived using Topman formula out of which 123 copies were correctly filled, returned and used in the analysis. Data was analyzed using descriptive statistics and Pearson Product Moment Correlation. The findings revealed that Responsiveness has the highest level of coefficient of which is r = 0.999 followed by Assurance r = 0.995 and Tangibility r = 0.987, Reliability r = 0.956 and Empathy r = 0.956 , with degree of freedom 0.05. Based on the findings, it was concluded that there is a strong positive relationship in all the five dimensions of service quality Reliability, Assurance, Tangibility, Empathy and Responsiveness in the hotel industry. It was therefore recommended that hotel operators should give priority attention to Responsiveness dimension of their Service Quality by providing prompt services to guests at all times Staff should be willing to help their customers when needed. They should also focus on the special needs of customers, having the best interests of their customers at heart, and quickly apologizing to their guests when they make mistakes. They should also give attention to their Physical facilities, acquire modern equipment, and hotel staff should always look tidy and clean. Hotels must also prevent, detect and eliminate service quality gaps as early as possible in any service operation. The employees should be trained on how to interact with their customers and customers’ benefit packages should be tailored towards the dimensions of service quality – Reliability, Assurance, Tangibles, Empathy and Responsiveness. Uju Mary Onubogu | Promise Chika Oparah "Influence of Service Quality on Guests’ Satisfaction in Selected Hotels in Anambra State" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46327.pdf Paper URL: https://www.ijtsrd.com/management/marketing/46327/influence-of-service-quality-on-guests’-satisfaction-in-selected-hotels-in-anambra-state/uju-mary-onubogu
Effect of Functional Service Quality on Customer Satisfaction and Image and t...inventionjournals
ABSTRACT: This study aim is to investigate the effect of functional service quality on customer satisfaction and corporate image as well as its impact on loyalty intention. The study is conducted on all hotels in Malang City and Batu City. The sample used is the consumer in 11 three-star hotel in Malang City and Batu City with total samples used are312respondents. Data is collected by questionnaire. Data analysis is performed using Structural Equation Model (SEM) with GESCA as analysis tools. Research findings show that Functional Service Quality significant has significant effect on customer satisfaction and corporate image. Functional Service Quality also has significantly effect the loyal intentions. Corporate image significantly affect on customer satisfaction and loyal intentions. Customer satisfaction affect insignificantly on loyal intentions.
The Impact of Organizational Climate, Service Quality and customer Satisfacti...inventionjournals
The demand for vacation and accommodation has grown greatly because of the government’s policy on promoting tourism which is in line with the two-day weekend policy in Taiwan. Therefore, the demand for domestic tourist hotels has been growing accordingly. The purpose of this study is to explore the impacts of organizational climate, service quality and customer satisfaction on organizational performance. This study focused on section managers and front-line staff of international tourist hotels in Taipei City as the population of the study. Convenience sampling was used to draw samples from the population. The study results showed (1) organizational climate has significant positive impacts on organizational performance; (2) service quality has significant positive impacts on organizational performance; and (3) customer satisfaction also has significant positive impacts on organizational performance. In addition, the results of this study can be used by the relevant industry as a reference for business-related decision-making so as to get ahead of the game, grasp the profit-making opportunities and improve the organizational performance.
The international journal of business and managementPatrick Sweet
The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers’ satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach’s alpha >0.70) were delivered through personal contact and self-administered by the customers.
Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.
The Effects of Customer Expectation and Perceived Service Quality on Customer...Samaan Al-Msallam
ABSTRACT : The effect of the antecedents of satisfaction on customer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of customer satisfaction ( namely customer expectation and perceived service quality ) and customer satisfaction . Data were collected through a survey, including samples of 250 customers from the 5 Banks in Damascus, Syria . Spss is used to test the hypotheses. The finding show that customer expectation and perceived service quality have a positive effect on customer satisfaction . Bank managers must know how improvement in service quality influences customer satisfaction and what expectation levels they might consider to increase consumer satisfaction which ultimately retains valued customers. KEYWORDS : Customer Expectation , Perceived Service Quality, Customer Satisfaction.
The Effects of Customer Expectation and Perceived Service Quality on Custome...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The study of factors affecting customer’s satisfaction with the three star ho...INFOGAIN PUBLICATION
Previous studies has supported the relationship between customer satisfaction and customer loyalty. Accordingly, understanding the factors affecting customer satisfaction is very important for those who are involved in hotel industry. Despite the abundant studies conducted on tourist satisfaction there is very little known about the customers satisfaction of Middle East hotels. Filling a part of this gap, the current study attempts to examine factors affecting travelers’ satisfaction of three star hotels in Dubai. Unfortunately the website doesn’t support online booking from any of hotels in Iran, so the comments and reviews on these hotels are not available. On the other hand Dubai has the greatest number of registered hotels in Agoda website, hence this city was chosen as case study. Accordingly comments of travelers on each three star hotel was collected from the Online booking website of Agoda (www.Agoda.com), on October 2015. The study relied on text mining and content analysis of over 2500 online traveller reviews covering 3-star hotels in Dubai. ). The website categorizes the hotels based on the stars and rankings (figure 2) and website only publishes reviews of a hotel from travelers who have booked and paid for a reservation and most probably has stayed in the hotel. The website also provides databases of customer evaluations of their experiences of hotels. This study applied content analysis of the reviews. The collected data was exported into the Nvivo 7 qualitative data analysis software. The comments on each hotel were categorized in terms of positive and negative feedback. Content analysis of collected data revealed that the main factors affecting the tourists’ satisfaction were hotel location, food management , cleanliness, facilities, design and staff behaviors.
Enhancing Gust’s Loyalty in Luxury Hotel through Hotel’s AmbienceIJERA Editor
Hotel guest loyalty is of the utmost importance given the competitive nature of the lodging sector. The
increasing expansion of hotels into other hospitality and related areas amplifies the continuing importance of
guest loyalty and the need to ensure guests „recurring reservations at a perceived favorite hotel.in the customer
oriented era, relationship with customers in the all of purchasing cycle and its effect on customer satisfaction
and loyalty has become a vital duty for hoteliers . Moreover, the impact of physical environment on consumer
behavior, is particularly apparent for service business such as hotels. Based on the reviewed literature study
about effect of Electronic customer relationship management (e-CRM)on customer loyalty through customer
satisfaction considering moderating effect of hotel‟s ambience on the relationship between Electronic customer
relationship management (e-CRM)and customer satisfaction as well as customer satisfaction and customer
loyalty is few and far between .Therefore, the objective of the study is to examine the effect of Electronic
customer relationship management (e-CRM) on customer loyalty through customer satisfaction considering the
moderating effect of hotel ambiance on the proposed relationships. A quantitative methodology using a crosssectional
survey method was used to investigate the relationship between variables. Data were collected from a
convenience sampling of 384 guests of four and five- star hotels in Kuala Lumpur. The overall response rate
was 66.74% (n=276). The relationships between variables were examined using structural equation modelling
(SEM) technique and partial least squares (PLS) software was used. The results revealed there is a direct and
significant relationship between Electronic customer relationship management (e-CRM) and customer
satisfaction. Moreover, the results disclosed Electronic customer relationship management (e-CRM) through the
mediating variable customer satisfaction has a positive effect on customer loyalty. Furthermore, the results
confirmed that the relationship between Electronic customer relationship management (e-CRM) and customer
satisfaction as well as customer satisfaction and loyalty has been moderated by hotel‟s ambience. The study
applied S-O-R, to develop a new theoretical framework to provide a new way to enhance customer loyalty in
four and five star hotels through examining the moderating effect of hotel„s ambiance on the relationship
between ECRM and customer satisfaction and loyalty . Therefore, the study has provided a new scholarly
evidence to enhance customer loyalty in the luxury four and five-star hotel. Moreover, the study provides a
new approach to hoteliers to increase customer satisfaction and loyalty.
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
Impact of Outsourced Housekeeping Services on Guest Satisfaction with Respect...ijtsrd
The main goal of Hotel industry business is to meet guests needs while achieving profit targets. The Guest satisfaction is the very important factor for the Hotel industry. It enhances Hotels reputation, increases room sales as satisfied guests are more frequent visitor and increases profitability. Major Star Hotels Outsource Housekeeping services to sustain cost effectiveness, saves time, improves service quality and improves efficiency of department. This study focuses on the impact of outsourced Housekeeping services on guest satisfaction keeping in view the Hotels which are outsourcing Housekeeping services. This study considered the few attributes of Housekeeping staff and Cleanliness of outsourced areas impact on Guest Satisfaction. The data was collected from Guests who stayed in Star category Hotels of Pune. Dr. Seema Zagade | Honey Tyagi"Impact of Outsourced Housekeeping Services on Guest Satisfaction with Respect to Star Hotels" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-1 , December 2017, URL: http://www.ijtsrd.com/papers/ijtsrd7187.pdf http://www.ijtsrd.com/other-scientific-research-area/other/7187/impact-of-outsourced-housekeeping-services-on-guest-satisfaction-with-respect-to-star-hotels/dr-seema-zagade
Influence of Service Quality on Guests’ Satisfaction in Selected Hotels in An...ijtsrd
Hotel management scholars consider service quality a precedent to guest satisfaction, but the reasons why guests revisit a hotel and how to deliver a high quality service from hotels in Anambra State have remained unanswered. This study investigated service quality dimensions of reliability, assurance, tangibility, empathy and responsiveness, and related them to guest satisfaction in the selected hotels in Awka, Onitsha and Nnewi, representing the three senatorial zones in Anambra State, using the proportionate stratified random sampling STRS technique. A sample size of 138 respondents was derived using Topman formula out of which 123 copies were correctly filled, returned and used in the analysis. Data was analyzed using descriptive statistics and Pearson Product Moment Correlation. The findings revealed that Responsiveness has the highest level of coefficient of which is r = 0.999 followed by Assurance r = 0.995 and Tangibility r = 0.987, Reliability r = 0.956 and Empathy r = 0.956 , with degree of freedom 0.05. Based on the findings, it was concluded that there is a strong positive relationship in all the five dimensions of service quality Reliability, Assurance, Tangibility, Empathy and Responsiveness in the hotel industry. It was therefore recommended that hotel operators should give priority attention to Responsiveness dimension of their Service Quality by providing prompt services to guests at all times Staff should be willing to help their customers when needed. They should also focus on the special needs of customers, having the best interests of their customers at heart, and quickly apologizing to their guests when they make mistakes. They should also give attention to their Physical facilities, acquire modern equipment, and hotel staff should always look tidy and clean. Hotels must also prevent, detect and eliminate service quality gaps as early as possible in any service operation. The employees should be trained on how to interact with their customers and customers’ benefit packages should be tailored towards the dimensions of service quality – Reliability, Assurance, Tangibles, Empathy and Responsiveness. Uju Mary Onubogu | Promise Chika Oparah "Influence of Service Quality on Guests’ Satisfaction in Selected Hotels in Anambra State" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46327.pdf Paper URL: https://www.ijtsrd.com/management/marketing/46327/influence-of-service-quality-on-guests’-satisfaction-in-selected-hotels-in-anambra-state/uju-mary-onubogu
Effect of Functional Service Quality on Customer Satisfaction and Image and t...inventionjournals
ABSTRACT: This study aim is to investigate the effect of functional service quality on customer satisfaction and corporate image as well as its impact on loyalty intention. The study is conducted on all hotels in Malang City and Batu City. The sample used is the consumer in 11 three-star hotel in Malang City and Batu City with total samples used are312respondents. Data is collected by questionnaire. Data analysis is performed using Structural Equation Model (SEM) with GESCA as analysis tools. Research findings show that Functional Service Quality significant has significant effect on customer satisfaction and corporate image. Functional Service Quality also has significantly effect the loyal intentions. Corporate image significantly affect on customer satisfaction and loyal intentions. Customer satisfaction affect insignificantly on loyal intentions.
The Impact of Organizational Climate, Service Quality and customer Satisfacti...inventionjournals
The demand for vacation and accommodation has grown greatly because of the government’s policy on promoting tourism which is in line with the two-day weekend policy in Taiwan. Therefore, the demand for domestic tourist hotels has been growing accordingly. The purpose of this study is to explore the impacts of organizational climate, service quality and customer satisfaction on organizational performance. This study focused on section managers and front-line staff of international tourist hotels in Taipei City as the population of the study. Convenience sampling was used to draw samples from the population. The study results showed (1) organizational climate has significant positive impacts on organizational performance; (2) service quality has significant positive impacts on organizational performance; and (3) customer satisfaction also has significant positive impacts on organizational performance. In addition, the results of this study can be used by the relevant industry as a reference for business-related decision-making so as to get ahead of the game, grasp the profit-making opportunities and improve the organizational performance.
The international journal of business and managementPatrick Sweet
The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers’ satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach’s alpha >0.70) were delivered through personal contact and self-administered by the customers.
Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.
The Effects of Customer Expectation and Perceived Service Quality on Customer...Samaan Al-Msallam
ABSTRACT : The effect of the antecedents of satisfaction on customer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of customer satisfaction ( namely customer expectation and perceived service quality ) and customer satisfaction . Data were collected through a survey, including samples of 250 customers from the 5 Banks in Damascus, Syria . Spss is used to test the hypotheses. The finding show that customer expectation and perceived service quality have a positive effect on customer satisfaction . Bank managers must know how improvement in service quality influences customer satisfaction and what expectation levels they might consider to increase consumer satisfaction which ultimately retains valued customers. KEYWORDS : Customer Expectation , Perceived Service Quality, Customer Satisfaction.
The Effects of Customer Expectation and Perceived Service Quality on Custome...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
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A4100107.pdf
1. American Research Journal of Humanities Social Science (ARJHSS)R) 2021
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American Research Journal of Humanities Social Science (ARJHSS)
E-ISSN: 2378-702X
Volume-04, Issue-10, pp-01-07
www.arjhss.com
Research Paper Open Access
Relationship between reliability, assurance, the tangible clues of
customer service and customer satisfaction and trust in Hotels in
Uganda
AbdonRutegaAruho1
, Noel Kiiza Kansiime2
1
ACADEMIC REGISTRAR’S DEPARTMENT,Bishop Stuart University, Mbarara Uganda
2
FACULTY OF BUSINESS,ECONOMICS AND GOVERNANCE, Bishop Stuart University, Mbarara Uganda
Corresponding author: Abdon RutegaAruho.
ABSTRACT: Customer Service is the provision of service to customers before, during, and after getting
services in Hotels in Uganda. This article reveals that staff of these hotels fail to deliver consistently the
promises made and guests become dissatisfied because of the bad services received from the hotels. This study
intended to establish the relationship between reliability, assurance, tangible clues of Customer Service, and
customer satisfaction, and trust in Hotels in Uganda. Correlational survey design and convenience sampling
techniques were used where 42 out of the 50 Hotels were sampled, revealing that reliability, assurance, and
tangible clues of customer service positively influence customer satisfaction. The article has revealed that by
increasing the speed and timing of services with friendly and courteous staff, customers' expectations and
promises are fulfilled. The customers who are satisfied use word of mouth to tell others about the great
services being offered by the hotels. Hotel staff who do not deliver adequately the accepted services will
make the guests not come back for extra services. A hotel guest who experiences negative customer service is
more likely to share it among others. The article reveals that boosting reliability, assurance and tangible clues
of customer service will enhance customer satisfaction in hotels. When Hotel guests fail to receive excellent
services the first time, they are dissatisfied and eventually lose trust in the Hotel. The hotels which provide
timely service will be able to maintain the guests' promises but for those who are insincere in service
provision, guests will end the visit or re-purchase.
Keywords -Customer Satisfaction, Customer Service, Trust
I. INTRODUCTION
According to the Ministry of Finance and Economic Development (MFED) survey report (1989), 120
hotels many of which were dominated by small units were estimated in Uganda. About 38% and 36% of the
total beds were estimated to be in larger and small units respectively.Furthermore, based on the former Ministry
of Tourism, Wildlife and Antiquities (MTWA) Hotel survey (1991), the tourist arrivals in the country since
1986 have been growing steadily at an average rate of 10%. The World Bank (WB) Analysis Sector Report
(2012), revealed Uganda's growth in international arrivals which has been growing at an average of 20% per
annum as compared to a 5.8% growth rate in the East African region.
Data from MFED, MTWA, and Bank of Uganda indicated that the actual figures grew from 12,786
tourists in 1986 to 220,000 tourists in 1997. This represented the actual increase in tourists of 94% and out of
these tourists, 33% have been reported staying in hotels in Uganda by market area and purpose. This was below
average compared to 54% of these tourists staying in private non-commercial accommodation (Integrated
tourism master plan (ITMP1993).
The occupancy rates of 15%, 39%, and a drop from 65% to 29% were reported for Sheraton, Nile
complex, and Paraa Lodge in 1991, 1994, and 1996 respectively (ITMP, 1993; New Vision April 21, 2001). The
occupancy rate of 45% was reported in hotels outside Kampala and Entebbe and which continued to register
below average in most hostels in western, northern, and eastern Uganda (ITMP, 1993; Lucy, 2000). These
occupancy rates were not profitable and did not generate a sufficient volume of revenue to meet current
expenses, periodic refurbishment, and re-equipment. The rooms that were not sold mean lost business and sales
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to other centers of the hotel. This was attributed to poor customer service with poor facilities and inadequate
hotel grading standards (ITMP, 1993).
Poor customer visits and stays to these hotels happen due to the failure of the hotels to deliver consistently the
promises made. This could lead to customers getting the below-average value of money from the services
promised (Monitor Oct 30, 2000). A dissatisfied customer would not return but is likely to tell friends about bad
customer services received mistrust. This reduced additional business and revenue (Lucy, 2000). Poor provision
of customer expectations in terms of reliability, assurance and tangible clues of customer service appear to cause
customer diastification and mistrust in Hotels in Uganda
II. PROBLEM STATEMENT
Failure of Hotels to deliver consistently what they promise contributed to poor customer visits and
stays with the guests after their first patronage. The reported bad service experiences include failure to deliver
promised services timely and lack of understanding of customer needs while delivering customer service offered
by hotels (Monitor Oct 30, 2000). In addition, inadequate facilities and weak communication materials in use
contributed to the deterioration of customer satisfaction and trust in these Hotels in Uganda. Consequently,
customer satisfaction and trust appear to be undermined due to poor reliability, assurance, and tangible clues of
customer service in these hotels in Uganda (ITMP, 1993).
III. LITERATURE REVIEW
3.1 Customer service
In the dictionary entitled Oxford – Version -, service has a multitude of meanings. As a noun, it is often
referred to as a duty performed or a benefit provided to someone. As a verb, service refers to the act of
providing aid to someone. Customer service, therefore, refers not only to a benefit but also an act performed
beneficially. This includes what is provided and how it is provided (Trooboff, Schwartz &Macheill, 1995).
Customers care about both the service offered and how it is delivered. Reilly (1996) argued that customer
service is a practice in which all employees feel and act accountable for creating satisfied customers.
The quality of service is a measure of service which is often conceptualized as the comparison of service
expectations with actual performance (Zeithaml, Parasuraman& Berry 1990). Five dimensions of service quality
have been identified. These include Reliability, Responsiveness, Assurance, Empathy, and Tangible clues. But
the validity and consistency of the difference between expectations and performance have been questions.
In the service quality literature, several weaknesses have been identified (Zeithamal&Bitner, 1996). A
considerable number of authors have argued that service quality is an important determinant of service loyalty
but its exact relationship has remained unclear (Gremler& Brown, 1996). But for the seller (Hotel), excellent
service quality can avoid the consequences of customer dissatisfaction. This can establish a base of loyal
customers that may lead to more business through word of mouth communication (Trooboff et al, 1995).
Reliability, Assurance, and Tangible clues of customer service, which should be demonstrated by the Hotel
staff, enabling the hotel to deliver excellent service and customers are satisfied, the result is repeat business,
customer loyalty, and referrals.
It is, however, paramount that customer service centers on making employees feel and act accountable for
creating satisfied customers. But the things that impress one customer and cause him/her to do more business
with Hotel may not necessarily impress another and eventually encourage him/her to return.
3.1.1 Reliability of Customer Service
It is defined as the ability to deliver the promised service dependably and accurately. It is about
keeping promises. Promises about delivery, pricing, complaint handling, and others. Parasuraman, Zeithaml, &
Berry (1998) and Zeithamal et al., (1990) argue that reliability is the most dimension in creating customer
loyalty regardless of the services setting. But the strategies for keeping customers involve delivering value.
That is creating a feeling or response of value for money. These comments are consistent with the definition of
value in the pricing literature as a tradeoff between customer perceptions of benefits and sacrifice (Gale, 1994).
Customers are prepared to pay a premium price if the perceived benefits exceed the perceived costs (Monroe,
1990).
They will not mind waiting if they know that things will be done right the first time, promises will be kept and
things will be delivered on time (Trooboff et al, 1995). This will avoid the consequences of customer
complaints, establish a base of loyal customers and create more business through word of mouth
communication. High reliability of Customer service will make customers satisfied. Therefore, the reliability of
customer service in this study is very important. The hotel will be trusted and in turn result in repeat business,
and customer referrals. Thus, the sales will increase and consequently improve relationship effectiveness in
some Hotels in Uganda.
3.1.2 Assurance of Customer Service
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It is a service quality dimension that focuses on the ability to inspire trust and confidence (Mudie&
Cottam, 1999). The customers expect to deal with knowledgeable qualified Hotel staff during the service
delivery process (Lapierre, 1996). Customers are particularly intolerant of the incompetence of hotel
managers/staff (Filatrault&Lapierre, 1996). But the quality of a service may be compromised by a manager/staff
who has little technical or interpersonal skills. Therefore, the ability to inspire confidence is increasingly cited
as a variable, which influences the willingness of a customer to maintain the relationship with the hotel (Berry,
1995). If a customer has confidence in a hotel, then he/she can capitalize on the hotel staff expertise to meet
his/her expectations. If it is met, will create a base of customer loyalty, which is potential for more sales and
additional business. Therefore, the level of Relationship effectiveness is likely to improve in some hotels in
Uganda.
3.1.3 Tangible Clues of Customer Service:
This is a service dimension that focuses on the elements of the service physically. These include the
appearance of physical facilities, equipment, personnel, and communication materials. These are used to project
an image that will favour customers, (Mudie& Cottam, 1999). These tangible clues will make the nature of the
service more easily understood, and act as key motivators for purchase. Thus, the appearance of Tangible clues
that projects an image of quality strengthens customer service. This will enhance relationship quality and in
turn, raises the level of Relationship effectiveness in some hotels in Uganda.
3.2 Quality of reliability, assurance, and tangible clues of customer service:
Today it is well understood that services are provided on an ongoing basis and that customers form
relationships with people rather than with goods. Liljander and Strnadvik (1995) proposed that perceived
relationship quality is a core concept when analyzing service quality. Service providers (Hotels) benefit from
customer relationships. That consistent delivery of service creates a base of loyal customers. Loyal customers
will generate more sales. More sales mean increased revenue (Reichheld& Sasser, 1990). Customers enter into
relationships because they expect to receive relationship utility from their participation. Therefore, the result
will be improved customer satisfaction and trust. Delivering quality customer service improves customer
relationships with the hotel. Sales will increase through repeat business and in turn improve relationship quality
in some hotels in Uganda.
3.2.1 Customer Satisfaction
Satisfaction can be described as a customers' cognitive and affective evaluation of a product/service.
The product is being delivered to him/her by a specific Hotel /provider (Oliver, 1997). According to Oliver
(1997), there is a clear distinction between quality and satisfaction. Satisfaction is an immediate response to
consumption. Quality exists before and after consumption as an enduring signal of product or service excellence
(Oliver, 1997). Despite the clear difference between quality and satisfaction, their relationship remains complex.
Quality is an antecedent of satisfaction. Customer satisfaction based on value for money received from services
offered is a prerequisite to retention or repeat purchase (Jones & Sasser, 1995). In general, greater satisfaction
on the part of the customer should generate customer loyalty. A dissatisfied customer would be expected to end
the relationship. Excellent customer service will make customers satisfied. This could improve sales through
repeat business and in turn raise relationship effectiveness.
3.2.2 Trust
There is scientific consensus about the crucial role trust plays in establishing and maintaining long-
term relationships between industrial partners (Morgan & Hurt, 1994). A relationship between two partners can
only continue to exist if a certain level of trust has been developed between the parties (Wetzels,
Ruyter&Birgelen 1998). Building trust between partners may increase the intention to continue the relationship.
In some situations when information is unequally spread across parties, opportunistic behavior is believed to
prevail and exchange may be commercially hazardous (Andelab, 1995; Krapfel et al 1991; Stern & Reve, 1980).
Partners must trust one another to behave fairly when unforeseen events arise (Bendapudi& Berry, 1997).
Trust can be defined as one party's belief that its needs will be fulfilled in the future by actions untaken by the
other party (Anderson &Weitz, 1989). Other definitions of trust "are a willingness to rely on an exchange
partner in whom one has confidence" (Moorman, Zaltaman& Deshpande 1992) and "Confidence" in an
exchange of the partners' reliability and integrity (Morgan & Hunt, 1994). Trust is considered to be a long-term
consequence of the service quality dimension that forms the core of customer service. The hotel will be trusted
when its reliability, assurance, and tangible clues of customer service encourage customer satisfaction.
IV. METHODOLOGY
The article presents the methodology technique used in establishing the relationship between reliability,
assurance, the tangible clues of service, and customer satisfaction and trust in hotels in Uganda.
4.1 Research design
A correlation survey was used to determine and establish the relationship between the study variables,
and determine the suspected variables that positively or negatively influence the relationship.
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4.2 Survey Population
The study population consisted of 400 guests, 42 hotel managers, 42 hotel chefs, and restaurant
supervisors as well as 36 receptionists and housekeeping attendants all in 42 sampled hotels. These hotels
accommodate customers mainly locals and foreigners who visit/stay purposely for leisure,
workshops/conferences, and holidaymakers. The prices charged and services offered in these Hotels vary
considerably, and that the staff employed have the highest level of academic qualification that portrayed the
image of these Hotels.
4.2.1 Target Sample
To attain a representative sample, the study covered 6 (Six) districts; Kampala, Wakiso, Jinja, Mbale,
Masaka, and Mbarara. These had the highest level of tourism standard hotels. The sample used in this study
consisted of 50 operational Hotels, however, the results were only obtained from 42 randomly selected Hotels
from the area of the study indicated. This represented a response rate of 84%. However, results from 8 hotels
could not be easily obtained because of non-response errors, limited time, inadequate finance, and partial
responses.
4.2.2 Sampling procedure
A total of 400 questionnaires were administered to hotel guests and Managers/Supervisors. The
response rate of 80.2% and 19.8% for guests and managers respectively were registered. In addition, a
convenience sampling technique was used to contact all the eligible hotels of the population. The sample used
represented those hotels that were willing to co-operate with the research based on ease of access.
4.3. Data collection methods.
A Questionnaire was used to collect data. Data from guests and managers per hotel was collected
using closed and open-ended questionnaires. The secondary information sourced from the ministry of finance
and Economic Planning (MFEP), Uganda Tourist Board (UTB), Uganda Hotel Owners Association (UHOA),
and University Graduate Research Centres were used to supplement the questionnaire.
4.4. Data Quality Control.
Permission to conduct this study was obtained from the management of each Hotel on acceptance of
the letter of introduction, and access to guests was granted. At the reception desk of each Hotel, a receptionist
was contracted to assist the researcher in administering the questionnaires to guests. The procedures for filling
in the questionnaires were properly explained to the receptionist. The researcher in most hotels would secure an
instant response. The completed questionnaires from each hotel would be coded once received/collected. The
coded questionnaires would be organized together per hotel and classified into meaningful categories of
guests/managers.
4.5 Measurement of Variables:
The variables were measured using Likert scales and itemized on a five rating scale. Reliability was
rated by guests on a five Likert scale ranging from (1) poor to (5) excellent on; speed and timing of service as
delivery, value for money (price) paid, and adequacy of procedure in handling guest complaints. Assurance was
rated by guests on five points Likert scale ranging from (1) poor (5) excellent on; The employee's technical
knowledge, their ability to demonstrate such knowledge and competence, welcome guests, be courteous, and
undertake the training aimed at improving the quality of employee-customer interaction. Tangible service was
rated by guests on five points Likert scale ranging from (1) poor to(5) excellent on; the availability and
appearance of physical facilities, equipment, personal and communication materials.
Customer satisfaction on the actual services received was rated by guests on a five-point Likert scale ranging
from (1) poor to (5) excellent on; overall quality of service received as perceived by guests, value for money
guests received from the service offered, and the willingness of customers to pay premium prices for the
services offered.
Trust was rated by guests on a five-point Likert scale ranging from (1) strongly disagree to (5) strongly agree
on; the reliance of guests on the hotels' employees' knowledge to meet their needs and the ability of the hotel to
act sincerely in its dealing with guests by doing what is fair to them or both.
4.6 Data Analysis
A statistical computer package for social scientists (SPSS) was used in data analysis. Therefore to test
for the significance of the relationship between two variables, a Person's correlation coefficient was used. The
strength of the relationship was indicated by the correlation coefficient r but measured by the coefficient of
determination r2. The significance of the relationship is expressed in probability levels p (where p =.0.5; .01).
The value of p tells how unlikely a given correlation coefficient r will occur given that no relationship exists in
the population. It was noted that the larger the correlation r, the stronger the relationship, whereas a smaller p-
level indicates a more significant relationship.
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V. DISCUSSION OF EMPIRICAL RESULTS, CONCLUSION AND
RECOMMENDATIONS
5.1 Presentation of Empirical Results
Establishing the relationship between reliability, assurance, and Tangible clues of customer service and
customer satisfaction and trust in Hotels in Uganda.
Table 1: Showing Pearson's correlation coefficients between the variables.
Variable Reliability of
customer service
Assurance of
Customer service
Tangible clues of
customer service
Customer
satisfaction
Trust
Reliability of
Customer Service
1.000
Assurance of
Customer Service
0.488** 1.000
Tangible clues of
Customer Service
0.199 0.528** 1.000
Customer
Satisfaction
0.442** 0.487** 0.438** 1.000
Trust 0.216 0.251 0.231 0.299 1.000
From Table 1 above there was no significant correlation between reliability and trust. But there was a significant
positive correlation between the reliability of customer service and customer satisfaction (r=0.442, p=<0.1).
Thus, as the reliability of customer service increases likewise customer satisfaction increases.
Also, in the Table I above there was no significant correlation between assurance and trust. But there was a
significant positive correlation between assurance and customer satisfaction (r=487, P=<0.01) Thus, as
assurance of customer service increases, customer satisfaction increases.
Furthermore, in Table I above, there was no significant correlation between tangible clues and trust. But there
was a significant positive correlation between Tangible clues and customer service (r=.438, p=<0.01). Thus as
tangible clues of customer service increase, customer satisfaction increases.
5.2 Discussion of Results
In Table 1 above, the results confirmed a significant positive correlation between reliability, assurance,
and tangible clues of customer service and customer satisfaction. There was no significant correlation between
reliability, assurance, and tangible clues of customer service and trust. This concurs with Wetzel, Ruyter, and
Birgelen (1998)'s assertion that a relationship between the parties can only continue to exist if a certain level of
trust has been developed between the parties.
There is a positive correlation between customer service (reliability, assurance tangible clues, and customer
satisfaction. This indicates that an increase in reliability, assurance and tangible clues increases customer
satisfaction. This is in line with Oliver (1997)'s assertion that quality service exists before and after consumption
as an enduring signal of product/ service excellence.
Thus, customer satisfaction is more related to offering excellent customer service (reliability, assurance, and
tangible clues) that exceeds customer expectations. A trust which does not correlate with customer service can
be considered as a long-term oriented consequence of customer service (reliability, assurance, and tangible
clues).
The relationship confirmed between customer service (reliability, assurance, and tangible clues) & customer
satisfaction is achieved by paying attention to having friendly & courteous employees, providing timely service
which is consistent, adequate, and in a general conducive physical appearance of the hotel facilities. This in turn
enhances customer service that contributes positively to customer satisfaction.
When the guests visit/stay in the hotel, they expect excellent reception procedures .subsequently, service is
delivered following the order made, correctly presented, and executed timely to him/her at the various checkout
stages. This is further facilitated by the general positive attitude of front-line staff, who also contribute
positively to customer satisfaction.
When the services received are less than expected, customer satisfaction drops. This decrease in customer
satisfaction depends on the guest's perception of the overall customer service (reliability, assurance, and tangible
clues). This undermines the establishment of the long-term trust between the Hotel and its guests (customers).
The service barriers will be encountered by the guests that cause failures in the production and delivery of
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service to customers. These failures come in and frustrate the fulfillment of customer promises timely,
consistently, and adequately especially handling customer complaints together with value for money received.
This scenario is manifested in the early stages of making a reservation, subsequent delays in obtaining the actual
service make the guests dissatisfied. When the guests realize that their expectations do not tally with their
experiences, a perception of unfairness in the service outcome is created. This is not surprising since in a service
setting and more specifically in Hotels, this is common because the employee who is directly in touch with the
guests and is responsible for the delivery of the service, lacks the knowledge of understanding the guest's
requirements and how they should be fulfilled expeditiously.
The guests, therefore, become dissatisfied which inhibits trust in the long run. In support of this reasoning is
Filatrault&Lapierre, (1996) that customers are particularly intolerant of the incompetence of staff who have no
technical or interpersonal skills. This is in line with Lapierre (1996) that customers expect to deal with
knowledgeable and qualified staff during the service delivery process.
Thus, reliability, assurance, and tangible clues of customer service are a necessity for enhancing customer
satisfaction which promotes trust in the long run. The absence of excellent reliability, assurance & tangible clues
of customer service results in customer dissatisfaction, which inhibits trust in the long run. Therefore, the
positive correlation of reliability, assurance, and tangible clues) of customer service confirmed with customer
satisfaction in this study enhances trust. Therefore, managers of these hostels need to provide high-level
standards of customer service focusing on reliability, assurance, and tangible clues to strengthen customer
satisfaction and enhance build trust in the long run in these Hotels in Uganda.
5.3 Conclusion
The study confirmed a positive relationship between reliability, assurance, and tangible clues of
customer service and customer satisfaction. This is exemplified in the speed and timing of service as perceived
by guests, keeping promises, providing adequate procedures of handling guest complaints, ensuring value for
the price paid, and offering friendly and courteous service by the Hotel staff as well as the availability and
appearance of Hotel physical facilities. All these were found to be the elements in the dimensions of customer
service and enhance key drives to customer satisfaction.
5.4 Recommendations and implications
The article proposes that hotels and especially their Managers should pay attention to the dimensions of
customer service i.e. reliability, assurance, and tangible clues because these variables play a central role in
enhancing in bridging service quality gaps leading to customer satisfaction and trust.
Therefore, Hotels should engage in training programs aimed at empowering employees to increase assurance
that will enhance adequate service delivery while finding the right solutions for possible guest
complaints/problems. Consequently, this will improve service recovery because the frontline personnel will be
empowered to do what they perceive as right and fair to the guest in question.
Also, Hotels, and especially their Managers should strive to offer excellent customer service (reliability and
tangible clues) to the guests to enhance customer satisfaction) which in long run build Trust. This requires
improving or maintaining reliability and tangible clues by offering speedy and timely service as perceived by
guests, keeping promises, ensuring value for money paid, and providing adequate procedures for handling guest
complaints as well as maintaining hotel physical facilities, equipment, personnel, and communication materials.
This article proposes areas of further research since reliability, assurance and tangible clues of customer service
did not show any correlation with trust.
VI. ACKNOWLEDGEMENT
I would like to send my sincere gratitude and indebted appreciation to all those people who morally,
financially and academically assisted me in making this study a success.Thanks to my supervisors Professor
John C. Munene and Prof. G. Bakunda.
In the same way, I would like to thank the Management of Bishop Stuart University for being co-operative and
always willing to share knowledge and ideas and also thanks to the hotel managers and staff whom I sampled
for their co-operation, acceptance and assistance rendered to me.
Special thanks go to my corresponding author Dr. Noel Kiiza Kansiime who enabled me to proofread this
article.
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*Corresponding author: First Author: Abdon RutegaAruho
1
ACADEMIC REGISTRAR’S DEPARTMENT, Bishop Stuart University, Mbarara Uganda