EVALUATION OF THE SERVICE QUALITY FOR HOTEL INDUSTRY: A CASE STUDY OF RESORT HOTELS

Author Name: Mateen Yousuf, Dr. Mohit Sharma

Volume: 01 &  Issue:

Country: India

DOI NO.: 08.2020-25662434 DOI Link: http://www.doi-ds.org/doilink/10.2020-44767748/%20

Affiliation:

1. Sri Venketeshwara University, Uttar Pradesh, India

ABSTRACT

Tourist Satisfaction is the measure of a tourist’s perception of service delivery. Diversity and sophistication in tourists’ attitudes have led to a renewed interest in developing better models for measuring customer satisfaction as it is considered to be a critical factor of competitive advantage especially inhospitality sector. Existing literature have suggested various recommendations which have been successfully adopted by the hotel industry. This research was aimed at measuring customer satisfaction of tourists staying in selected resort hotels in Srinagarby comparing their expectations with the perceived delivery of service during their stay in the resort hotels in Srinagar.A sample size of 385 respondents was chosen using Non-Probability Convenience Sampling Technique. The model used in this research was the basic SERVQUAL scale designed by (AnanthanarayananParasuraman et al., 1988)containing 5 dimensions over 22 variables measured before and after the service delivery. Statistical techniques like Cochran’s Sampling Technique, Cronbach’s Alpha reliability testing , Descriptive Analysis Technique, t-test, p-test, KMO and Bartlett's Test, Principal Component Analysis , Pearson’s Correlation Technique and GAP analysis were employed to examine the statistics using SPSS software. The results provided an insight as to how the service quality of hotels was rated by the customers and also assessed customer satisfaction by identifying, quantifying and deliberating on service quality gaps. The findings indicated the service perceptions of tourists overall was higher than what they had expected. It meant the hotels in Srinagar had created very good infrastructure and provided best possible service and training to its staff which helped exceed the expectations of the tourists. The only dimension where hotels in Srinagar needed to improve was their responsiveness culture. Based on the empirical evidence, hotel managers were made aware of implications and improvements were suggested.

Key words: customer satisfaction, service quality, customer perception, SERVQUAL, hotels in Srinagar, customer expectation