Chapter-V Customer Satisfaction in Hotel Industries
Chapter-V Customer Satisfaction in Hotel Industries
Chapter-V Customer Satisfaction in Hotel Industries
INTRODUCTION
Customers are kings in the market place. Nowadays modern marketing is consumer
oriented. So, to satisfy the customers’ needs and capture the market is one of the
vital tasks to the service providers. At the same time the marketers face hectic
competition also.
CUSTOMER SERVICE
MEANING
improvement.
DEFINITION
customer satisfaction, that is, the feeling that a product or service has met the
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FIVE R’S OF CUSTOMER SERVICE
Customer services get a lot of lip service these days. For giving really good
customer service, service oriented sales people always follow the five R’s.
help.
request promptly.
by mail.
RELIABLE: Reliability means customers known and they can count on organization
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Figure 5.1
Reachable
Reasonable Responsive
5 R's of
Customer
Service
Reliable Readable
CUSTOMER SATISFACTION
seen as a key performance indicator within business and is part of the four of a
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customers, customer satisfaction is seen as a key differentiator and increasingly has
This is the most daunting and downright scary part of interacting with a
customer. If organization is not used to this sort of thing it can be a pretty nerve-
wracking experience. It's important to meet customers face to face at least once or
even twice during the course of a project. A client finds it easier to relate to and
work with someone they've actually met in person, rather than a voice on the phone
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2. RESPOND TO MESSAGE PROMPTLY & KEEP CLIENTS INFORMED
might not always be practical to deal with all customers' queries within the space of a
few hours, but at least email or call them back and let them know that the
organization received their message and should contact them about it as soon as
possible. Even if organization is not able to solve a problem right away let the
customer know that the providers are working for their problem.
like organization as their friend and customers should think service providers are
there to help the customers. It is vital that organization keeps a clear head; responds
to their clients' wishes as best they can, and at all times remains polite and
courteous.
This may not be too important when organization is just starting out, but a
clearly defined customer service policy is going to save a lot of time and effort in the
long run.
5. ATTENTION TO DETAIL
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6. ANTICIPATE CLIENTS’ NEEDS AND GO OUT OF ORGANIZATION WAY TO
Sometimes this is easier said than done! However, achieving this supreme
deadline though it may not be the fault of the organization. Services can be late, can
fail and don't always be delivered on time. In this case a quick apology and
CUSTOMER SATISFACTION
and customer satisfaction have increasingly been identified as key factors in the
battle for competitive differentiation and customer retention, Lam and Zhang (1999)
claim that overwhelming customer demand for quality products and service has in
recent years become increasingly evident to professionals in the tourism and hotel
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industry. Among all customer demands, service quality has been increasingly
Customers perceive services in terms of the quality of the service and how
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Figure 5.2
Customer Satisfaction
CUSTOMER
EXPECTATION
CUSTOMER
SATISFACTION
CUSTOMER
PERCEPTION
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Table-5 .1
No. of
Sl.No. Hotel wise distribution Percentage
Respondents
2. Le Garden 17 5.6
4. Athithyaa 16 5.3
5. ARK 19 6.3
7. Rayas 17 5.6
8. VPV 11 3.6
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16. PLA 8 2.6
Table 5.1 reveals details about the hotel wise distribution of respondents.
The researcher has selected 25 hotels in Thanjavur district in all levels. Based on
the number of rooms in the hotels the researcher takes only 30% of the
respondents. The maximum contribution is Ashoka lodge 7.3% and the minimum
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AGE OF THE RESPONDENTS
Age of the respondents here means the different age group of people who
come to the hotel for various purposes. Nowadays the customers come to hotel and
stay for educational purpose, occupational purpose, business purpose and for
pilgrimage. So different age groups of people come and stay in the hotels.
Table – 5.2
No. of
S.No. Age Percentage
Respondents
1. 21-30 154 51
2. 31-40 63 21
3. 41-50 85 28
Table 5.2 provides details about the age of the respondents who prefer
these hotels. 51% of the respondents’ age lie between 21-30 years as majority of
them visited the places for conference and occupational purpose. 28% of the
respondents’ ages lie between 41-50 and 21% of the respondents age lie between
31-40.
Thus, 51% of the respondents’ who preferred these hotels belonged to the
age group 21-30. They stay in the hotel for occupational purpose.
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CHI – SQUARE TEST
Hypothesis: H0
Cross tabulation
Purpose of visit
Occupation
conference
Pilgrimage
Relaxation
Marriage
Others
seeing
Health
Sight
Total
21-30 39 14 14 30 6 9 27 15 154
Respondents
31-40 7 14 8 10 1 3 18 2 63
Age of the
41-50 27 12 9 8 1 6 12 10 85
Total 73 40 31 48 8 18 57 27 302
Chi-Square Tests
Asymp. Sig.(2-
Value df
sided)
Pearson Chi-
26.230 14 .024
Square
Likelihood Ratio 27.550 14 .016
Liner-by-Linear
.765 1 .382
Association
N of valid Cases 302
4 cells (16.7%) have expected count less than 5. The minimum expected count is
1.67
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Degrees of Freedom = 14
Result: As the χ2 value is greater than table value we reject the hypothesis. There
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GENDERWISE CLASSIFICATION OF THE RESPONDENTS
In the modern world both males and females are working and they are
happened to stay in the hotels relating to the nature of their work. In Thanjavur
district most of the people are to visit tourist places and they stay in the hotels as a
TABLE – 5.3
No. of
S.No. Gender Percentage
Respondents
1. Male 233 77
2. Female 69 23
Table 5.3 shows the gender details of the respondents who choose to stay
in these hotels. 77% of the respondents who preferred these hotels were male as it
was possible for them to frequently visit places for conference and occupational
purposes whereas this was not much possible in the case of female who were only
23%.
Thus, 77% of the respondents who preferred to stay in these hotels were
male.
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CORRELATIONS
refers to the departure of two variables from independence. In the broad sense there
are several coefficients, measuring the degree of correlation, adapted to the nature
of data.
Purpose of visit
Sight seeing
Occupation
Conference
Pilgrimage
Relaxation
Marriage
Others
Health
Total
Male
Gender of the
Respondent
65 34 27 26 7 14 42 18 233
Female
8 6 4 22 1 4 15 9 69
Total 73 40 31 48 8 18 57 27 302
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Gender of the Purpose of
Respondent visit
Pearson 1 0.163**
correlation
Gender of
the Sig. (2 tailed) .000 .004
Respondent
N 302 302
Pearson 0.163** 1
correlation
Purpose of
visit Sig. (2 tailed) 0.004 .000
N 302 302
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NATIONALITY OF THE RESPONDENTS
Tourists come and enjoy the benefits of hotel. Thanjavur district is the
place of historical monuments and pilgrimage. To see those places both domestic as
TABLE – 5.4
No. of
Sl.No. Nationality Percentage
Respondents
1. Indian 282 93
2. Others 20 7
Table 5.4 depicts details about the nationality of the respondents who
choose these hotels. 93% of the respondents who prefer these hotels were of Indian
Thus, 93% of the respondents who preferred these hotels were of Indian
nationality.
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CHI – SQUARE TEST
Hypothesis: H0
Cross tabulation
conference
Pilgrimage
Relaxation
Marriage
Seeing
Others
Health
Sight
Indian
Nationality of the
Respondent
70 39 19 45 8 18 57 26 282
Others
3 1 12 3 - - - 1 20
Total 73 40 31 48 8 18 57 27 302
Chi-Square Tests
Asymp. Sig.(2-
Value df
sided)
Pearson Chi-Square 59.727 7 .000
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Degrees of Freedom = 7
Result:
As the χ2 value is greater than table value we reject the hypothesis. There is
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PLACE OF RESIDENCE
The people who come and stay in the hotels are from all the places like
urban, rural and semi urban. All the people from different parts of the world come
TABLE –5.5
PLACE OF RESIDENCE
No. of
S.No. Place Percentage
Respondents
1. Urban 205 68
2. Rural 62 20
3. Semi urban 35 12
68% of the respondents were from urban area, 20% of the respondents were from
rural area and 12% of the respondents were from semi urban area.
Thus, 68% of the respondents who prefer hotels are urban area people,
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MARITAL STATUS OF THE RESPONDENTS
Both married and unmarried people come and stay in the hotel to enjoy
visiting the places and to benefit from the services provided by the Hotels.
TABLE – 5.6
No. of
S.No. Marital status Percentage
Respondents
1. Married 163 54
2. Unmarried 139 46
Table 5.6 gives the details about the marital status of the respondents who
prefer these hotels. 54% of the respondents who choose these hotels were married,
Thus, 54% of the respondents who choose these hotels were married.
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CHI – SQUARE TEST
Hypothesis: H0
Cross tabulation
Purpose of visit
Occupation
conference
Pilgrimage
Relaxation
To attend
Marriage
Others
seeing
Health
Sight
Total
Married
Marital status of the
24 30 20 27 5 14 28 15 163
Respondent
Unmarried
49 10 11 21 3 4 29 12 139
Total 73 40 31 48 8 18 57 27 302
Chi-Square Tests
Asymp. Sig.(2-
Value df
sided)
Pearson Chi-Square 26.592 7 .000
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Degrees of Freedom = 7
Result: As the χ2 value is greater than table value we reject the hypothesis. There
Majority of the people are educated. So, the customers those who stay in the hotels
are educated.
TABLE – 5.7
No. of
Sl.No. Particulars Percentage
Respondents
1. PG 128 43
2. UG 70 23
3. HSC 25 8
4. Technical 45 15
5. Others 34 11
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Table 5.7 highlights details regarding the educational qualification of the
respondents who prefer these hotels. 43% of the respondents were post graduates
the reason being that they are the officials who were placed in top posts and they
frequently stay in hotels for their conference and occupational purposes. 23% of the
respondents have higher secondary as their qualification and only 11% of the
Thus, 43% of the respondents who prefer these hotels are Post
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CHI – SQUARE TEST
Hypothesis: H0
Cross tabulation
Purpose of visit
Occupation
conference
Pilgrimage
Relaxation
Particulars
Marriage
Others
seeing
Health
Sight
Total
PG 21 20 13 27 2 12 24 9 128
Educational qualification
UG 11 8 11 13 3 1 14 9 70
HSC 12 - 2 4 - 3 3 1 25
Technic 18 4 3 2 1 2 9 6 45
al
Others 11 8 2 2 2 - 7 2 34
Total 73 40 31 48 8 18 57 27 302
Chi-Square Tests
Asymp. Sig.(2-
Value df
sided)
Pearson Chi-Square 52.228 28 .004
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Degrees of Freedom = 28
Result: As the χ2 value is greater than table value we reject the hypothesis. There
is relationship between educational qualification of the respondent and purpose of
visit.
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OCCUPATION OF THE RESPONDENTS
Occupation plays the predominant role for the survival of the human
being. Most of the customers those who come and stay in the hotels are employed,
TABLE – 5.8
No. of
S.No. Particulars Percentage
Respondents
1. Employment 115 38
2. Professional 103 34
3. Agriculture 9 3
4. Self employed 75 25
Table 5.8 gives details about the occupation of the respondents who
select these hotels. 38% of the respondents were employed the reason being that
they stay in the hotels for attending conferences and for the purpose of occupation.
34% of the respondents were professionals, 25% of the respondents were self
already that majority of the respondents have post graduation as their educational
qualification which is evident here, and that majority who choose these hotels
Thus, 38% of the respondents who choose hotels are for their occupation
and employment.
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PLACE OF OCCUPATION
In this thesis the researcher got information from both foreign and Indian
TABLE – 5.9
PLACE OF OCCUPATION
No. of
S.No. Place Percentage
Respondents
1. India 279 92
2. Foreign 23 8
respondents who prefer these hotels. 92% of the respondents’ place of occupation is
India and only 8% of the respondents’ place of occupation is some foreign countries.
187
MONTHLY INCOME
Income means the monetary benefits availed by the customers for their
expenses. Here, the monthly income earned by the customers’ ranges from below
TABLE – 5.10
MONTHLY INCOME
No. of
S.No. Monthly Income Percentage
Respondents
Below ` 10,000
1. 70 23
` 10,001 to ` 20,000
2. 106 35
` 20,001 to ` 30,000
3. 60 20
Above ` 30,001
4. 66 22
respondents who prefer these hotels. 35% of the respondents’ monthly income
ranges between `10, 001 – ` 20, 000, 23% of the respondents monthly income
ranges below ` 10,000, 22% of the respondents monthly income ranges above
` 30,001 and 20% of the respondents’ monthly income ranges between `20,001 –
` 30,000.
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` 10, 001 – ` 20, 000.
CORRELATION
Purpose of visit
Sight seeing
Occupation
conference
Pilgrimage
Relaxation
Marriage
Others
Health
Total
36 9 4 4 - 1 10 6 70
Below `10,000
13 9 7 23 3 9 28 14 106
`10,001- ` 20,000
Monthly income
16 9 4 13 1 1 12 4 60
` 20,001- `30,000
8 13 16 8 4 7 7 3 66
Above ` 30,000
Total 73 40 31 48 8 18 57 27 302
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Monthly Purpose of
income visit
Pearson 1 0.040
correlation
Monthly
Income Sig. (2 tailed) .000 0.493
N 302 302
Pearson 0.040 1
correlation
Purpose
of visit Sig. (2 tailed) 0.493 .000
N 302 302
The relationship between monthly income of the respondent and purpose of visit of
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PURPOSE OF VISITING
The study area in this research is historical area and pilgrimage centre. At
the same time most of the people who come and stay in the hotels are for
TABLE – 5.11
PURPOSE OF VISITING
No. of
S.No. Purpose Percentage
Respondents
1. Occupation 73 24
2. 40 13
Conference
3. Sight seeing 31 10
4. Relaxation 48 16
5. Health 8 3
6. Pilgrim 18 6
7. Marriage 57 19
8. Other Reasons 27 9
Total 302 100
Source: Primary data
Table 5.11 reveals the information about the respondents’ purpose of visit
to these hotels. 24% of the respondents visit these hotels for occupation, 19% of the
respondents visit these hotels to attend marriage, 16% of the respondents for
relaxation purpose, 13% of the respondents visit these hotels for conference purpose,
10% of the respondents visit these hotels for sightseeing, 9% of the respondents visit
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for other reasons, 6% of the respondents visit as a pilgrimage spot and 3% of the
respondents visit these hotels for some health reasons. As majority of the
respondents were employed and professionals it is clear that they visit these hotels
for the purpose of occupation and conference and that is evident here.
Thus, 24% of the respondents visit these hotels for occupational purpose.
The customers who stay in the hotels get information from acquaintance,
TABLE – 5.12
No. of
S.No. Particulars Percentage
Respondents
1. Acquaintance 30 10
2. Advertisement 34 11
3. Travel Agency/Catalogue 47 15
4. Internet 29 10
5. Friends 153 51
6. Others 9 3
Table 5.12 highlights the details about the sources of information about
hotels. 51% of the respondents got information about the hotel from friends and
relatives, 15% of the respondents got information about hotel from travel
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agency,11% of the respondents got information about the hotel from advertisements,
10% of the respondents got information about the hotel from internet and only 3% of
the respondents got information about the hotel from other sources.
Thus, 51% of the respondents got information about the hotel from friends
CORRELATION
Cross tabulation
Travel agency
Acquaintance
Total
Internet
Friends
Others
Gender of Male 22 29 45 19 109 9 233
the
Respondent
Female 8 5 2 10 44 - 69
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Gender of the Sources of
Respondent information
Pearson 1 0.086
correlation
Gender of
the Sig. (2 tailed) .000 0.138
Respondent
N 302 302
Pearson 0.086 1
correlation
Sources of
information Sig. (2 tailed) 0.138 .000
N 302 302
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PLACE OF STAY
As most of the customers come to see places and relax they choose
TABLE – 5.13
PLACE OF STAY
No. of
S.No. Place Percentage
Respondents
1. Hotel 235 78
2. Mansion 67 22
Table 5.13 reveals the information regarding place of stay. 78% of the
respondents stay in hotel, and only 22% of the respondents stay in mansion.
Thus, 78% of the respondents stay in hotels. Mansion is only suitable for
bachelors. But hotels are suitable for family people and women.
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LENGTH OF STAY
Based upon the purpose of visit the length of stay is varied. The customers stay
for a longer period of time for occupational purpose and short period for marriage
LENGTH OF STAY
No. of
S.No. Length Percentage
Respondents
1. 1 day 75 25
2. 2 days 102 34
3. 3 days 48 16
4. 4 days 15 5
5. 5 days 21 7
6. 6 or more days 41 13
Table 5.14 shows the respondents length of stay in the hotel. 34% of the
respondents stay in the hotel for 2days, 25% of the respondents stay in the hotel for
1 day 16% of the respondents stay in the hotel for 3 days, 13% of the respondents
stay in the hotel for 6 or more days, 7% of the respondents stay in the hotel for 5
days and 5% of the respondents stay in the hotel for 4 days. As majority of the
respondents were professional and employed it is clear that they stay in the hotel for
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Thus, 34% of the respondents stay for a period of 2 days in the hotels.
Hypothesis: H0
Cross tabulation
Purpose of visit
Sight seeing
Conference
Occupation
Pilgrimage
Relaxation
Total
Marriage
Others
Health
1 day 18 11 1 12 3 4 16 10 75
2 days 6 16 10 20 2 6 29 13 102
Length of stay
3 days 12 12 8 5 1 2 7 1 48
4 days 4 - 3 5 1 2 - - 15
5 days 4 1 2 2 - 4 5 3 21
6 or more
days
29 - 7 4 1 - - - 41
Total 73 40 31 48 8 18 57 27 302
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Chi-Square Tests
26 cells (54.2%) have expected count less than 5. The minimum expected count is
.40.
Degrees of Freedom = 35
Result: Hence the χ2 value is greater than table value we reject the hypothesis.
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COST OF ACCOMMODATION
provided, and the category of hotels. For rich people it is low cost and for poor
TABLE – 5.15
COST OF ACCOMMODATION
No. of
S.No. Particulars Percentage
Respondents
1. High 44 15
2. Moderate 211 70
3. Low 47 15
towards the cost of accommodation charged in the hotels. 70% of the respondents
were satisfied about the charge, 15% of the respondents feel that the charge is high
and 15% of the respondents feel that the hotel charge is low.
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CHI – SQUARE TEST
Hypothesis: Ho
Cross tabulation
Cost of accommodation
Total
High Mode Low
rate
1 day 19 48 8 75
2 days 16 82 4 102
3 days 6 36 6 48
Length 4 days 2 10 3 15
of stay
5 days - 16 5 21
6 or more days 1 19 21 41
Chi-Square Tests
Asymp. Sig.(2-
Value df
sided)
Pearson Chi-Square 63.895 10 .000
Degrees of Freedom = 10
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Chi Square Value = 63.895
Result:
As the χ2 value is greater than table value we reject the hypothesis. There
CORRELATION
coefficient), indicates the strength and direction of a linear relationship between two
departure of two variables from independence. In the broad sense there are several
Cost of Beauty
accommodation Parlors
Pearson 1 .282**
Correlation
Cost of
accommodation Sig. (2-tailed) . .000
N 302 302
Pearson .282** 1
Correlation
Beauty Parlors
Sig. (2-tailed) .000 .
N 302 302
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COST OF FOOD AND BEVERAGES
Based upon the number of items provided and services provided by the
hotels the cost of food and beverages is charged from very high to very low.
TABLE – 5.16
No. of
S.No. Particulars Percentage
Respondents
1. Very high 12 4.0
4. Low 20 6.6
towards cost of food and beverages charged in the hotels. 54% of the respondents
were satisfied about the cost of food and beverages, 35% of the respondents feel
that the hotels charge high cost, 7% of the respondents feel that the hotels charge
low cost, 4% of the respondents feel that the hotels charge is very high and only
0.3% respondents feel the hotels charge very low cost for food and beverages.
Thus, 55% of the respondents were satisfied regarding the cost of food and
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OFFERING TIPS
Generally the hotel owners allow the employees to receive the tips. The
TABLE – 5.17
OFFERING TIPS
No. of
S.No. Particulars Percentage
Respondents
1. Always 110 37
2. Occasionally 137 45
3. Never 55 18
the hotel employees. 45% of the respondents of the hotels give tips occasionally,
37% of the respondents give tips always and only 18% of the respondents never
Thus, 45% of the respondents were who gave tips occasionally to the
hotel employees.
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LEVEL OF SATISFACTION OF CUSTOMERS
The levels of satisfaction of the customers are analyzed from their check
Figure 5.3
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electrical items. Most of the respondents are satisfied in dress washing facility,
varieties of food items, check out procedure and pricing of food items.
The levels of dissatisfaction of the customers are also analyzed from their
Figure 5.4
25
20
15
10
interior decoration , minibar content, services of coffee shop, waiting for executing
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the orders, standard of restaurant services, quality of food items and banqueting
services.
Service excellence is another key theme running through the text. The gap
model of service quality brings customer focus and service excellence together in a
TABLE – 5.18
No. of
S.No. Dimensions Gap Rank
factors
1. Tangibles 4 -1.2053 4
2. Reliability 5 -1.2960 2
3. Responsiveness 4 -1.2401 3
4. Assurance 4 -1.1821 5
5. Empathy 5 -1.5536 1
The table reveals that out of 5 dimensions of service quality in this study,
empathy is the dimension where the service gap is more in this study. Response,
reliability, assurance and tangibility are ordered in the same manner where the
service gap is more. In this study the gap is small in star and big hotels and the gap
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TABLE – 5.19
Total -124.3286
Source: Primary Data
to cities the services quality is low in Thanjavur district, and at the same time the
researcher takes all the types of hotels ranging from lodging only, boarding and
lodging hotels to star hotels and resorts. The service quality is high in star hotel and
207
TANGIBLES
during their stay in the hotel. First, the availability of modern equipments made
appearance and the appealing physical facilities in these hotels were quite
satisfactory to the customers. Basic services that satisfied customers generally were
facilities like easily accessible reservations, quick check in and check out facility,
convenient location etc. All these basic services provided at these hotels were
satisfactory to the customers in star and middle level hotels but small hotels do not
RELIABILITY
and without fault at all times. ‘Prompt services’ is an essential element required to
RESPONSIVENESS
Statistical findings show that customers were satisfied with the staff at the
hotel who informed them promptly about the performance of the services.
Willingness of the staff to help customers and prompt reply to the customer’s
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ASSURANCE
The study reveals that the customers were satisfied with the
trustworthiness and politeness of the staff. The hotel provides the employees with
the required support needed to do their job effectively. Customers were satisfied with
EMPATHY
As per the study, 25% of the customers were satisfied with the individual
attention and providing the required services. The hotel reception was open
throughout for the convenience of the guests. Study reveals that only 20% of the
satisfied respondents responded that the hotel had the best interest of their
customers at heart. Customers were moderately satisfied with the quality of meals
CONCLUSION:
fall in the age group of 21-30 years. There is a significant relationship between age
of the respondent and purpose of visit, gender of the respondent and purpose of
visit, nationality of the respondent and purpose of visit, marital status, educational
209
qualification and purpose of visit, significant relationship between monthly income
and purpose of visit, relationship between genders of the respondent and way of
getting information about the hotels. There is also relationship between the length of
75% of the respondents are dissatisfied in dress washing facility, varieties of food
items, check out procedure and pricing of food items. 25% of the respondents are
In this study the gap is small in star and big hotels and the gap is large in
small and lodging only hotels. In SERVQUAL analysis the result is in negative value,
because compared to cities the services quality is low in Thanjavur district, at the
same time the expectation of the respondents is high compared to their perception.
Here the researcher takes all the types of hotels like lodging only, boarding and
210
lodging hotels and star hotels. The service quality is high in star hotel and low in
211