A Research for Determining and Prioritising Critical Factors in Delivering Customer Satisfaction and Quality Services in Hospitality Industry
Atiya Parveen* (Lecturer of Marketing and Quality Management, College of Business Administration, Al Yamamah University, Riyadh, Kingdom of Saudi Arabia), *Corresponding author's Email
Parveen, Atiya (2017), “A Research for Determining and Prioritising Critical Factors in Delivering Customer Satisfaction and Quality Services in Hospitality Industry”, MERC Global’s International Journal of Management, Vol. 5, Issue 1, pp. 29-45.
Submitted: November 10, 2016, Revision received: November 30, 2016, Accepted: December 13, 2016
Over the past few decades, the topic of service quality has been an important focus for practitioners, managers and researcher scholars due to its clear relation to customer loyalty, business performance, customer satisfaction and customer profitability. Quality Guru’s over the years have provided us with various definitions of Quality such as ‘zero defects’ and ‘fitness for use’. The hospitality industry makes use of all these definitions, including recognition of individual definitions. The hospitality industry is divided into three main branches: 1) accommodation: which includes but is not limited to hostels, hotels, inns, motels and destination spas, 2) restaurants and bars: which includes but is not limited to restaurants, cafes, bars and nightclubs, 3) travel and tourism: which includes but is not limited to airlines and travel agencies. This paper aims to focus on the accommodation and restaurant branches of the hospitality industry. Part one introduced the concept of ‘Gaps in an organisation’ and the 10 determinants of service quality and link it to the phases a customer goes through in order to purchase. Based on this concept, the quality improvement tool SERVQUAL has been made clearer to the reader in terms of its usability. Moreover, SERVQUAL has been used in a live case and recommendations based on its score have been established. The SERVQUAL method has been used in an example of a hotel. Part two introduced the Quality Improvement tool known as ‘House of Quality’. The foundation behind its creation has been demonstrated along with the steps on how to implement it. Moreover, the House of Quality has been used in a live case and recommendations based on its findings have been established. The House of Quality has been used in an example of a restaurant.
Quality services, Service quality dimensions, Customer satisfaction, Hospitality industry.
Akao, Y. (1990), History of quality function deployment in Japan, the best on quality, New York: Hanser.
Akao, Y. (1997), QFD: Past, present, and future, Third International Symposium on Quality Function Deployment, Linkoping, Sweden.
Akbaba A. (2006), “Measuring service quality in the hotel industry: A study in a business hotel in Turkey”, International Journal of Hospitality Management, 25, pp. 170-192.
Armstrong, R.; Connimok, F. M. and Go, A.C. (1997), “The importance of cross-cultural expectations in the measurement of service quality perceptions in the hotel industry”, International Journal of Hospitality Management, Vol. 16, No. 2, pp. 181-190.
Baldacchino, G. (1995), “Total quality management in a luxury hotel: A critique of practice”, International Journal of Hospitality Management, Vol. 14, No.1, pp. 67-78.
Benner, M.; Linnemann, A. R.; Jongen, A. R. and Folstar, W. M. F. (2003), “Quality function deployment (QFD): Can it be used to develop food products? Food Quality and Preference14:327-339.
Berry L.; Parasuraman A. and Zeithaml V. (1988), “The Service-Quality Puzzle”, Business Horizons, Sep.-Oct., pp. 35-43.
Bolton, Ruth N. and Drew, James H. (1991), “A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes”, Journal of Marketing, 55 (1), pp. 1-10.
Bowen, J. (1990), “Development of a Taxonomy of Services to Gain Strategic Marketing Insights”, Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 43-49.
Calantone, R. J. and Mazanec, J. A. (1991), “Marketing management and tourism”, Annals of Tourism Research, 18, No. 1, pp. 101-119.
Carman, J. M. (1990), “Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions”, Journal of Retailing, Vol. 66, No. 1, pp. 33–55.
Chan, L. K. and Wu, M. L. (2002), “Quality function deployment: A literature review”, European Journal of Operational Research, 143:463-497.
Chander, Suresh; Rajendran, C. G. S. and Anantharaman, R. N. (2002), “Determinants of Customers Perceived Quality: A confirmatory factor analysis approach”, Journal of Service Marketing, Vol. 16 (1), pp. 9-34.
Clausing, D. P. (1994), Total quality development: A step by step guide to world-class concurrent engineering, New York: AS ME Press.
Cohen, L. (1995), Quality function deployment: How to make QFD work for you, Reading, Mass.: Addison-Weslthe best on quality. New York: Hanser.
Cronin, J. J. Jr and Taylor, S. A. (1992), “Measuring service quality: a re-examination and extension”, Journal of Marketing, Vol. 56, pp. 55-68.
Day, Ronald G. (1993), Quality Function Deployment -Linking a company with customer, ASQC Quality Press.
Ekinci, Y. and Riley M. (1998), “A critique of the issues and theoretical assumptions in service quality measurement in the lodging industry: Time to move the goal-posts?”, International Journal of Hospitality Management, Vol. 17, No. 4, pp. 349-362.
EUPAN’s booklet on customer relationship management, available at: www.eupan.eu.
Fen, Y. S. and Meillian, K. (2005), “Service quality and customer satisfaction: Antecedents of customer’s re-patronage”, Sunway Academic Journal, Vol. 4, pp. 60-73.
Frost, F. and Kumar, M. (2001), “Service Quality between internal customer and internal supplier in an international airline”, International Journal of Quality & Reliability Management, 18 (4), pp. 371-386.
Gonzalez, M. (2001), “Quality function deployment: A road for listening to customer expectations”, Mexico city: Mcgraw-hill.
Gonzalez, M.; Quesada, G. and Bahill, T. (2003), “Improving product design using quality function deployment: The school furniture case in developing countries”, Quality Engineering Journal, 16, No. 1, pp. 47-58.
Gronroos, Christian (1984), “A Service Quality Model and its Marketing Implications”, European Journal of Marketing, Vol. 18, Iss: 4, pp. 36-44.
Gunderson, Marit G; Heide, M. and Olsson, H.U. (1996), “Hotel guest satisfaction among business Travellers: What is the important factor?”, The Cornell Hotel and Restaurant Administration Quarterly, Vol. 37, No. 2, pp. 72-81.
Jikar, V. K.; Cudney, E. A.; Smith, E. D.; Ragsdell, K. M. and Paryani, K. (2007), Quantitatively augmented Qfd-hoQ, Asia Pacific Automotive Engineering Conference, American Society of Mechanical Engineering, Hollywood, Calif.
Jones, N. (1997), “A study of service quality in small hotels and guesthouses”, Progress in Tourism and Hospitality Research, Vol. 3, No. 4, pp. 351-363.
Lee, H.; Lee, Y. and Yoo, D. (2000), “The determinants of perceived service quality and its relationship with satisfaction”, Journal of Service Marketing, Vol. 14, No. 3, pp. 217-231.
Lehtinen, J. R. and Lehtinen, U. (1982), “Service quality: a study of quality dimensions”, unpublished Working Paper, Service Management Institute, Helsinki.
Lewis, R. C. (1987), “The measurement of gaps in the quality of hotel services”, International Journal of Hospitality Management, Vol. 6, No. 2, pp. 83-88.
Lun, S. and Allan, Y. (2004), “Customer satisfaction measurement practice in Taiwan hotels”, International Journal of Hospitality Management, Vol. 23, No. 4, pp. 397-408.
Mahadevappa, B. (2004), “Service quality in Indian Banks”, Productivity, Vol. 45, No. 2, pp. 259-266.
Mazur, G. (1997), “Service QFW: State of the art”, in Proceedings of the Third Annual International QFD Symposium, Linkoping University, Linkoping, Sweden.
McCaina, C. and Shiang-Lih, C. (2005), “Service quality gap analysis toward customer loyalty: practical guidelines for casino hotels”, International Journal of Hospitality Management, Vol. 24, No. 3, pp. 465-472.
McKenna, R. (1997), “Mass-customisation in marketing: the consumer perspective”, Journal of Consumer Marketing, Vol. 20, No. 5, pp. 463-479.
Negi, R. (2009), “Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users”, International Journal of Mobile Marketing, Vol. 4, No. 1, p. 31-38.
Oke, S. A.; Ofiabulu, C. E.; Banjo, A. A.; Akanbi, O. G. and Oyawale, F. A. (2008), “The combined application of quality function deployment and Pareto analysis for hotel services improvement”, International Journal of Productivity and Quality Management, 3, No. 2, pp. 241-262.
Olsen, M. D. and Connolly, D. J. (2000), “Experience-based travel: How technology is changing the hospitality industry”, Cornell Hotel and Restaurant Administration Quarterly, pp.30-40.
Parasuraman A.; Zeithaml V. and Berry L. (1988), “SERVQUAL: A Multiple – Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Vol. 64 Issue 1, pp. 12-40.
Parasuraman A.; Zeithaml, V. and Berry L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, pp. 41-50.
Quality Function Deployment Online Institute, available at: http://www.qfdi.org/what_is_qfd/who_is_dr_akao.htm.
Reynoso, Javier and Moores, Brian (1995), “Towards the measurement of internal service quality”, International Journal of Service Industry Management, Vol. 6 Iss. 3, pp. 64-83.
Saravanan, R. and Rao, K. S. P. (2007), “Measurement of service quality from the customer’s perspective – An empirical study”, Total Quality Management, Vol. 18. No. 4, pp. 435-449.
Spreng, R. A. and Mackoy, R. D. (1996), “An empirical examination of a model of perceived serviced, service quality and satisfaction”, Journal of Retailing, 72 (2), pp. 201–214.
Terninko, John (1997), Step by step QFD customer driven product design; Second Edition, St. Lucie Press.
Urban, G. L. and Hauser, J. R. (1993), Design and Marketing of New Products, Prentice-Hall, Second Edition.
Zeithaml, V.; Berry, L. and Parasuraman, A. (1988), “Communication and control processes in the delivery of service quality”, Journal of Marketing, Vol. 52, pp. 35-48.