This document summarizes a student's presentation on measuring service quality at the Grand Oriental Hotel in Dhaka, Bangladesh using the SERVQUAL model. It includes an overview of the hotel, data collection using SERVQUAL dimensions of reliability, responsiveness, assurance, empathy and tangibles. Analysis showed most respondents were satisfied with the hotel's service. Recommendations include maintaining service quality and fulfilling requirements to increase star rating if desired.

1. Presentation topic
1 MD.SOHAG SIKDER BBA110204213
Presentation Submitted by
Measuring Service Quality of Hotel Services by
using SERVQUAL Model
A case study on Grand Oriental Hotel

2. Submitted to
Name –Ms. Afrin Azhar
Designation- Lecturer in Marketing
Department of Business Administration
Submission Date: - 03-12-2015

3. No Chapter
1. Company over view
2. Data Collection, Analysis and Findings
3. Conclusion, Recommendation and Reference
Table of Contents

4. Chapter 1
Over view of GRAND ORIENTAL Hotel
‘GRAND ORIENTAL’, a newly built 4-Star standard
boutique Hotel at Gulshan-1 in 2014, which is the
centre of the major commercial hub of Dhaka. It is
just a 20-Minutes drive away from the
International Airport. The Headquarters of most of
the Banks, Commercial & Industrial
establishments, Important Foreign Missions &
International Agencies, Shopping Centers and
Parks are situated within a radius of just a few
hundred meters from the Hotel.

5. World Travel Award winner in both 2014 and 2015

7. Chapter 2
SERVQUAL Model: The SERVQUAL service quality model
was developed by a group of American authors, 'Parsu'
Parasuraman, Valarie Zenithal and Len Berry, in 1988. It
highlights the main components of high quality service.
The SERVQUAL authors originally identified ten elements
of service quality, but in later work, these were collapsed
into five factors - reliability, assurance, tangibles, empathy
and responsiveness - that create the acronym RATER.
Businesses using SERVQUAL to measure and manage
service quality deploy a questionnaire that measures both
the customer expectations of service quality in terms of
these five dimensions, and their perceptions of the service
they receive.

8. Customer Perception: A marketing concept
that encompasses a customer's impression,
awareness and/or consciousness about a
company or its offerings. Customer
perception is typically affected by
advertising, reviews, public relations, social
media, personal experiences and other
channels.

9. Perceptions statements in the Reliability Dimension
No Statements Strongly
Disagree
Moderately
Disagree
Disagree Neutral Agree Moderately
Agree
Strongly
Agree
1. Keeping
promises
0 0 0 8(27%) 18(60%) 2(7%) 2(7%)
2. Shows
sincerely
0 0 1(3%) 5(17%) 14(47%) 8(27%) 2(7%)
3. Performing
right service
0 0 0 3(10%) 6(20%) 20(67%) 1(3%)
4. Timely
service
0 0 0 2(7%) 8(27%) 12(40%) 8(27%)
5. Error-free 0 0 0 3(10%) 9(30%) 14(47%) 4(13%)
Table- 1(a) Perception statements in the Reliability Dimension

10. 0 0 0
8
18
2 2
0 0
1
5
14
8
2
0 0 0
3
6
20
1
0 0 0
2
8
12
8
0 0 0
3
9
14
4
Agree
Strongly Disagree Moderately
Disagree
Disagree Neutral Agree Moderately Agree Strongly
Keeping promises. Shows sincerely. Performing right service.
Timely service. Error-free.
Figure 1 B Perception statements in the Reliability Dimension

11. Table -1 a & Figure 1 b show how respondents
are different in giving opinions regarding
reliability dimension. 30 respondents are
giving their opinion on grand oriental hotel’s
service based on the perception statements in
the reliability dimension.
Statement1- About 60% of the total
respondents agreed with the statement and
rest of 27% showed neutral, 7% of them were
moderately agreed same as strongly agree.

12. Statement 2- About 47% of the total respondents
agreed with the statement and rest of 27% showed
moderately agreed, 17% of them were neutral and
7% showed strongly agree.
Statement 3- About 67% of the total respondents
moderately agreed with the statement and rest of
20% showed agreed. And 10% of them were
neutral, 3% showed strongly agree.
Statement 4- About 40% of the total respondents
moderately agreed with the statement and rest of
27% showed strongly agreed same as agreed. And
7% of them were neutral.

13. Statement 5:- We can see that most of
the respondents have not given any
comment of sale point on field of
strongly disagree, moderately disagree &
disagree. About 47% of the total
respondents moderately agreed with the
statement and rest of 30% showed
agreed. Also 13% of them were strongly
agreed and 10% showed neutral.

14. Customer Responsiveness: Customer
responsiveness is the ability of a
business to recognize and respond to
changing customer needs. According to
Forrester Research, knowledge of and
engagement with customers are the
only sustainable competitive advantages
a business can have.

15. Statements in the Responsiveness Dimension
No Statements Strongly
Disagree
Moderatel
y Disagree
Disagree Neutral Agree Moderatel
y Agree
Strongly
Agree
1. Keep
informed.
0 0 0 2(7%) 11(37%) 16(53%) 1(3%)
2. Performing
prompt
service.
0 0 0 5(17%) 5(17%) 15(50%) 5(17%)
3. Willing to
help.
0 0 0 3(10%) 8(27%) 14(47%) 5(17%)
4. Never too
busy.
0 0 0 3(10%) 12(40%) 9(30%) 6(20%)
Table 2 a Statements in the Responsiveness Dimension

16. 0 0 0
2
11
16
1
0 0 0
5 5
15
5
0 0 0
3
8
14
5
0 0 0
3
12
9
6
Agree
Strongly Disagree Moderately
Disagree
Disagree Neutral Agree Moderately Agree Strongly
Keep informed. Performing prompt service. Willing to help. Never too busy.
Figure -2 (b) Statements in the Responsiveness Dimension

17. Table -2 a & Figure- 2 b show how respondents are different
in giving opinions. 30 respondents have given their opinion
on grand oriental hotel’s service based on statements in the
responsiveness dimension.
Statement 1- About 53% of the total respondents moderately
agreed with the statement and rest of 37% showed agreed.
Also 7% of them were neutral and 3% showed strongly agree.
Statement 2- About 50% of the total respondents moderately
agreed with the statement and rests of 17% showed agreed
same as neutral and strongly agree.
Statement 3- About 47% of the total respondents moderately
agreed with the statement and rest of 27% showed agreed. Also 17%
showed strongly agree and10% of them were neutral.
Statement 4- About 40% of the total respondents agreed
with the statement and rest of 30% showed moderately
agreed. Also 20% showed strongly agree and10% of them
were neutral.

18. Customer Quality Assurance: Quality assurance
means developing operational controls to ensure
that the results match the desired outcomes.
Customer service operations are designed to keep
customers satisfied while protecting the
organization. To make sure customer service
achieves these goals in your small business, the
person responsible for quality assurance must
define the quality functions as they apply to how
you serve your customers. Once such definitions are
in place, you can define the resources required to
fulfill the defined mandate and make sure your
customers experience quality service.

19. Statements in the Assurance Dimension
No Statements Strongly
Disagree
Moderately
Disagree
Disagree Neutral Agree Moderately
Agree
Strongly
Agree
1. Instills
confidence.
0 0 0 6(20%) 14(47%) 8(27%) 2(7%)
2. Safe
transactions
.
0 0 0 5(17%) 8(27%) 14(47%) 3(10%)
3. Consistently
courteous.
0 0 0 1(3%) 11(37%) 12(40%) 6(20%)
4. Knowledge
employee.
0 0 0 0 12(40%) 10(33%) 8(27%)
Table- 3(a) Statement in the Assurance Dimension

20. 0 0 0
6
14
8
2
0 0 0
5
8
14
3
0 0 0
1
11
12
6
0 0 0 0
12
10
8
Agree
Strongly Disagree Moderately Disagree Disagree Neutral Agree Moderately Agree Strongly
Instills confidence. Safe transactions. Consistently courteous. Knowledged employee.
Figure -3(b) Statement in the Assurance Dimension

21. Table -3 a & Figure- 3 b show how respondents are different in
giving opinions regarding assurance dimension. 30 respondents
have given their opinion on grand oriental hotel’s service based
on Statements in the assurance dimension:
Statement 1- About 47% of the total respondents agreed with
the statement and rest of 27% showed moderately agreed. Also
20% showed neutral and 7% of them were strongly agreed.
Statement 2- About 47% of the total respondents moderately
agreed with the statement and rest of 27% showed agreed. Also
17% showed neutral and 10% of them were strongly agreed.
Statement 3:- . About 40% of the total respondents agreed with
the statement and rest of 33% showed moderately agreed. Also
27% of them were strongly agreed.
Statement 4:- About 40% of the total respondents moderately
agreed with the statement and rest of 37% showed agreed. Also
20% of them were strongly agreed and 3% showed neutral.
.

22. Customer Empathy: Any business that deals
directly with customers may be familiar with
customer empathy. It is a term used to describe
the feelings of the customers in relation to the
business itself or the product or services being
sold. Customer empathy needs to be addressed
by company executives, as customers are finding
new ways to express their feelings through social
media. And companies should not forget the
internal individuals of the business, as
employees may also be classified as empathetic
customers.

23. Statements in the Empathy Dimension
No Statements Strongly
Disagree
Moderately
Disagree
Disagree Neutral Agree Moderately
Agree
Strongly
Agree
1. Individual
attention.
0 0 0 0 7(23%) 17(57%) 6(20%)
2. Personal
attention.
0 0 0 1(3%) 9(30%) 18(60%) 2(7%)
3. Best interest. 0 0 0 4(13%) 8(27%) 16(53%) 2(7%)
4. Specific needs. 0 0 0 1(3%) 13(43%) 9(30%) 7(23%)
5. Enough
operating hours.
0 0 0 5(17%) 6(20%) 13(43%) 6(20%)
Table- 4(a) Statements in the Empathy Dimension

24. 0 0 0 0
7
17
6
0 0 0
1
9
18
2
0 0 0
4
8
16
2
0 0 0
1
13
9
7
0 0 0
5
6
13
6
Agree
Strongly Disagree Moderately
Disagree
Disagree Neutral Agree Moderately Agree Strongly
Individual attention. Personal attention. Best interest.
Specific needs. Enough operating hours.
Figure -4(b) Statements in the Empathy Dimension

25. Table -4 a & Figure 4 b show how respondents are
different in giving opinions regarding empathy
dimension. 30 respondents are given their opinion on
grand oriental hotel’s service based on the perceptions
statements in the empathy dimension
Statement 1- About 57% of the total respondents
moderately agreed with the statement and rest of 23%
showed agreed. Also 20% of them were strongly agreed.
Statement 2- About 60% of the total respondents
moderately agreed with the statement and rest of 30%
showed agreed. Also 7% showed strongly agreed and 3%
of them were neutral.
Statement 3:- About 57% of the total respondents
moderately agreed with the statement and rest of 27%
showed agreed. Also 13% showed neutral and 7% of
them were strongly agreed.

26. Statement 4:- About 43% of the total respondents agreed with
the statement and rest of 30% showed moderately agreed. Also
23% showed strongly agree and 3% of them were neutral.
Statement 5:- About 43% of the total respondents moderately
agreed with the statement and rests of 20% showed agreed
and strongly agree. Also 17% of them were neutral.
Customer Tangibles Dimension: In marketing, the word
"tangible" refers to things that are physical, that is, items that
can be touched, seen, heard or smelled. Tangible marketing is
the use of promotional items to contribute to brand
recognition and customer loyalty. Gifts and freebies should be
approached with a defined strategy in order to create the
highest impact for your marketing dollars.

27. Statements in the Tangibles Dimension
No Statements Strongly
Disagree
Moderately
Disagree
Disagree Neutral Agree Moderately
Agree
Strongly
Agree
1. Modern
equipment.
0 0 0 6(20%) 10(33%) 9(30%) 5(17%)
2. Physical
facilities.
0 0 0 1(3%) 13(43%) 11(37%) 5(17%)
3. Employee
appears.
0 0 0 1(3%) 11(37%) 14(47%) 4(13%)
4. External
outlook
0 0 0 1(3%) 8(27%) 17(57%) 4(13%)
Table- 5(a) Statements in the Tangibles Dimension

28. 0 0 0
6
10
9
5
0 0 0
1
13
11
5
0 0 0
1
11
14
4
0 0 0
1
8
17
4
Agree
Strongly Disagree Moderately
Disagree
Disagree Neutral Agree Moderately Agree Strongly
Modern equipment. Physical facilities. Employee appear. External outlook
Figure -5(b) Statements in the Tangibles Dimension

29. Table -5 a & Figure- 5 b show how respondents are
different in giving opinions regarding tangible dimension.
30 respondents are given their opinion on grand oriental
hotel’s service based on statements in the tangibles
dimension
Statement 1- About 33% of the total respondents agreed
with the statement and rest of 30% showed moderately
agreed. Also 20% of them were neutral and 17% showed
strongly agree.
Statement 2- About 43% of the total respondents agreed
with the statement and rest of 37% showed moderately
agreed. Also 17% of them were strongly agreed and 3%
showed neutral.
Statement 3:- About 57% of the total respondents
moderately agreed with the statement and rest of 27%
showed agreed. Also 13% of them were strongly agreed
and 3% showed neutral.

30. Statement 4:- About 47% of the total respondents
moderately agreed with the statement and rest of
33% showed agreed. Also 13% of them were strongly
agreed and 3% showed neutral.
Chapter 3
Findings:-
We found that most of guests are the corporate
client & high profile employee of other company
like ROBI Aziata, GP, Allkatel, Partex etc. We can
see that most of the respondents are satisfied with
the GRAND ORIENTAL Hotel’s service.

31. Recommendations
Our research recommendations are-
•GRAND ORIENTAL hotel should main the present
service quality.
•If they want to improve / increase the star, it have to
have fulfill the requirement being 5***** / more.
References:-
A.Zeithmal, V.A., Mary Jo Bitner, SERVICES MARKETING
INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM (2007-08) 4th
Edition TATA McGRAW HILL (India)
B.https://www.expedia.co.uk/Gulshan-Hotels-Grand-Oriental-
Hotel.h9062853.Hotel-Information
C.http://www.booking.com/hotel/bd/grand-oriental.html
D.https://en.wikipedia.org/wiki/SERVQUAL
E.http://www.businessdictionary.com/definition/customer-
perception.html