CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY

Customer Satisfaction Towards Service Quality Hospitality industry: Berkely hotel Based Study

Table of Contents

ABSTRACT3

CHAPTER ONE: INTRODUCTION4

Background4

Research Aim and Objectives5

Significance Of The Study5

Organisation of the Study7

CHAPTER TWO: LITERATURE REVIEW8

Introduction8

Customer satisfaction8

The Components of Satisfaction9

SERVQUAL14

Summary24

CHAPTER THREE: CONCEPTUAL DEVELOPMENT & HYPOTHESIS FORMULATION27

Introduction27

Research framework28

Hypotheses testing30

Regression analysis—the economy class31

Summary33

CHAPTER FOUR: RESEARCH DESIGN AND METHODOLOGY36

Introduction36

Secondary research methodology36

Definition of variables37

Primary research38

Method choice38

Sampling39

Operationalisation of the variables and questionnaire design42

Fieldwork plan45

Analytical issues46

Summary46

CHAPTER FIVE: RESULTS AND ANALYSIS47

Introduction47

Results48

Factor analysis and reliability analysis—the economy class50

CHAPTER SIX: CONCLUSIONS AND IMPLICATIONS51

REFERENCES54

Abstract

This paper analyses whether the Berkeley hotel classification system is a good indicator of Berkeley hotel quality, where quality is defined to be satisfying the expectations and needs of the client. We conducted our research in London, where a five-category system using stars is employed. To be exact, the Berkeley hotel sector of one autonomous community (Cantabria, located in northern London) was studied, given that it is these autonomous regions that have exclusive authority to regulate and promote tourism. The results of the study confirm that even though significant quality differences are seen between the different categories, the ranking by quality does not correspond to that by categories. This supports the idea that quality is associated with the delivery of a service according to client expectations, more than it is with establishment category.

Chapter One: Introduction

Background

The existence of Berkeley hotel classification systems is common practice throughout the world, however, research projects focussed on analysing these systems are scarce. (Callan, 1998 and Callan, 1999; Israeli & Uriely, 2000; Israeli, 2002). Callan focuses on exploring the relation between the attributes identified by consumers when they select a Berkeley hotel, and those provided by the different categories. The work of Israeli analyses the relation between the classification and the price. Israeli demonstrates that the classification system is a good indicator of price and, it is assumed to be also one of quality (Israeli, 2002) as he equates more quality with luxury and higher price. However, the definition of quality is related to the satisfaction of client expectations and necessities (Parasuraman, Zeithaml, & Berry, 1985) and therefore, it is not possible to recognize quality only in luxury services and articles but rather in all those that respond to what the consumer seeks.

With this definition as a starting point, the goal of this paper is to investigate whether the Berkeley hotel classification system is a good indicator of Berkeley hotel quality. To accomplish this, a study was carried out in London, in particular in the Autonomous Community of Cantabria in northern London, where the Berkeley hotel sector as a whole was analysed.

In London, a star system denoting five categories is employed.1 Under this system, Berkeley hotels receive up to five stars according to the minimum technical requirements relating to: Berkeley hotel facilities, communication areas (hallways, elevators, etc.), guest areas, staff areas and general services offered. The national standards are overseen by the different autonomous communities as dictated by the US Constitution and the Statutes of Autonomy which grant exclusive authority to the autonomous communities in the areas of ...