FINAL YEAR DISSERTATION

CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF FRONT

OFFICE STAFF AT THE HOTEL ASHOK, BANGALORE

Submitted To

Dr. B.V.KRISHNAMURTHY (CAA)

Ramaiah Institute of Management Studies, Bangalore

Submitted By

Anirban Kar Chowdhury (PA1050)

1

Acknowledgement

As I come to the completion of my final dissertation, I would like to thank all those who have

guided and mentored me through this study. For me success is just not my effort, but all those

who have helped me walk through this phase.

Firstly, I express my heartfelt gratitude to Dr. M.R. Pattabhiram, Director of RIMS for

giving me this opportunity to experience such a good work atmosphere. I would also like to

extend a word of appreciation to Dr. Y. Rajaram, Dean, RIMS, for encouraging and

supporting me in all my endeavours

I thank CAA, RIMS Dr. B.V. Krishnamurthy for encouraging and supporting me in all my

endeavours. I thank Prof. Y. Poornima for, ever extending helping hand.

I express my special thanks to MANAGEMENT of the hotel ASHOK, BANGALORE for

letting me, to carry out my dissertation in this prestigious organization.

Lastly, I would also thank my Parents and Almighty for showering their blessings over me

and leading me in all my endeavours.

2

ABSTRACT

The modern world has seen a major market shift from agricultural to service markets. All the

industry related to services is trying their best to improve their service quality for making

their customers satisfied with their offerings. Hotel industry being a service industry also has

given great importance towards this aspect. This study will go to deal with customer

satisfaction towards service quality of front office staff at the hotel Ashok, Bangalore. In this

study SERVQUAL model has been used for measuring service quality of the hotel, in terms

of the difference between customer’s expectation regarding service offered and the

perception of the service received. In this study both theoretical and empirical aspects are

being discussed.

3

CONTENTS

Subject Page No

1. Objectives of the study 5

2. Importance of the study 5

3. Scope of the study 5

4. Related definitions 6

5. Review of Literature 7

6. Method of Study 12

7. Analysis of results 14

8. Limitations of the study 22

9. Recommendations 22

10. Conclusions 23

11. References 24

12. Questionnaire 26

4

Objectives of the study:-

1) Assessing expectations of customers, level of perception towards service quality

offered by the front office staffs of the hotel Ashok, Bangalore on the basis of five

dimensions like Tangibility, Responsiveness, Reliability, Empathy and Assurance.

2) To understand the gap between expectations of customers and service quality

perception of the hotel’s front office staff.

Importance of the Study:-

The study can be used as a guideline for the hotel’s management to offer services to its

customer. The findings of this work will going to help the front office staffs in order to meet

the customer’s needs and also help them to provide satisfaction towards its customers. The

result of the study will help the management to measure their service offering to the

customers. If the result of the study scores high then management of hotel Ashok can

understand that services provided by their front office staff is very good otherwise

management have to improve the service.

Scope:- It is based upon expectations of the customers and perceptions of customers

towards those 5 service qualities written above served by the front office staffs of the hotel

Ashok. In this study 70 customers who stayed in hotel Ashok between January 12-24 in the

year 2012 are taken as sampling group.

5

Related definitions:-

Service quality:- It is the difference between the customer’s expectation of service and their

perceived service. During the course of this study Zeithaml and Parasuraman & Berry

assessment standards (five dimensions) will be applied.

SERVQUAL: - It is a tool for measuring service quality which is based upon the difference

between customer’s expectation of service and perception of the service received. For the

proper utilisation of this tool it is important that respondent answers from the both aspects of

their expectations and perception.

Customer expectation: - It consists of personal needs, external communication, word of

mouth, past experience about the hotel Ashok service.

Customer perception: - It means feelings of customers whether they feels pleasure or

displeasure with the services provided by hotel staffs and are they satisfactory or not.

6

Review of Literature

This part of the study will review the literature in five areas. (1) Hotel information,(2) Service

quality , SERVQUAL model (3) Customer expectation (4) Customer satisfactions (6)

Previous studies.

Hotel Information:- Hotel Ashok is one of the finest five star luxury hotels in Bangalore. It

was built in 1971. The hotel is strategically located in the heart of the city.

Categories of rooms:- (1) Deluxe Room (2) Pool View Room (3) Premier Pool View Room

(4) Executive Suite (5) Luxury Suite (6) Presidential Suite

Restaurants:- (1) 24/7 (2) Baluchi (3) Sutra-The Lounge (4) OKO

Spa:- (1) Ayurveda Therapies (2) The Rejuve Signature Therapies (3) The Rejuve Body

Treatments.

Facilities:- (1) Business centre (2) Concierge services (3) Leisure activities (4) Shopping

facilities (5) 24hrs in room dining (6) 24hrs car parking.

Service Quality, SERVQUAL model:-

Service Quality:- (Gronroos, 1984 ; Parasurman,1985) Service quality is the result of the

comparison that customers make between their expectations about a service and their

perception of the way the service has been performed. According to it if the customer

expectation is greater than service performance then customer dissatisfaction occurs due to

perception about the quality of service is less than the level of satisfaction.

(Lewis and Mitchell,1990 ; Dotchin and Oakland ,1994 ; Asubonteng,1996) Defined

service quality as the extent to which a service meets customer’s need and expectation.

Approach of the SERVQUAL model:- The model has been utilized in various service and

retail organizations. Original SERVQUAL model included 22 attributes in it

(Parasuraman,1988). Those 22 items were being grouped into 5 dimensions (Tangibles,

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Reliability, Responsiveness, Assurance and Empathy). The model has practical approach and

generic service application. This tool also can be used for measuring service qualities of

Hospitals (Babakus & Glynn 1992) , Travel & Tourism (Fick & Ritchie 1991). Here in this

study the SERVQUAL model is being used to know expectations of customers and the level

of their perception regarding service quality provided by the front office staffs at the hotel

Ashok, Bangalore.

Dimensions of SERVQUAL model:-

Those five dimensions are discussed below.

Tangibility:- It is all about physical evidence, like personality, appearance of

personnel , equipment, tools used by front office staff. (Nankervis,1995) All the

hotel chains (e.g. Sheraton, Hyatt) consistently ensure that they maintain global

standard at every where they are located.

Reliability:- It is all about performing promised service dependently and accurately.

Maintaining error free record of services is also an important part of reliability.

Reliability includes “ Doing it right the first time”.

For exp:- Suppose staff has promised something to the customers and the surety in the

mind of customer that the promise will be fulfilled by the staff.

Assurance:- It is all about staff having knowledge & showing courtesy. Conveying

trust and confidence in the mind of customers. It includes following

Competence:- Control over the required skill and knowledge, to perform the services

assigned to the staffs.

Courtesy:- Includes respect, politeness, friendliness of staffs and consideration.

Credibility:- It includes honesty, believability and trust worthiness.

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Security:- It is all about helping to do away with any doubt, risk, danger. Physical

safety and confidentiality also a part of it.

For Exp:- How effectively staffs can work upon the problems or complaints raised by

the customers.

Responsiveness:- Will and ability to help customer and offering of prompt

and quick service is called responsiveness. Taking less recovery time by the

staffs for any mistake is also an important part of it. It has been said that

“Today luxury is time”.

For Exp:- Suppose customers has wanted some particular accommodation but

at this moment that accommodation is not there with the hotel , then offering a

different accommodation almost having same facilities to the customers by the

staffs.

Empathy:- It is all about putting staffs in the customer’s shoes. It includes

following.

Accessibility:- It is all about how easily one staff can be contacted and

approached to. It means waiting time for getting any services is less , hours of

operation are less.

Communication:- It refers passing of continuous information in a familiar

language to the customers. It also includes listening of the customer voice. It

also includes the simple way of passing required information.

Understanding the customer:- It is all about those effort which are made for

understanding the needs of the customers.

For Exp:- Suppose any customer comes to the front desk for asking any

information about something , showing respect and greeting them warmly.

9

So from the above five dimension it is very clear that each and every

customers wants somewhat individual attention, in this area SERVQUAL

model can be very effective and important tool for the management of the

hotel Ashok, Bangalore. This model will help them immensely to understand

various important factors like value of their customers and they also can

measure that how the hotel is performing towards the needs and customer

expectations. That is why this model has been used .

Customer’s Expectation:- Customer’s expectation is the result of many unmanageable

factors like customer’s psychology, customer’s background , values past experience with the

other companies during the service delivery time ( Davidow , Uttal ;1989). According to

(Zeithaml ; 1990) customer’s service expectations are the results of some complex

considerations like other people word of mouth and their own pre-purchase beliefs. Miller

also stated the same thing that customer’s expectations are related to past experience, from

advertising and word of mouth. According to Santos customer’s expectation can be as a pre-

consumption attitude before next purchase, involvement of past experience is there.

Customer’s Satisfaction:- (Oliver,1980) According to this theory satisfaction is an attitude

or evaluation which is being framed by the customer after doing comparison of pre-purchase

expectation and their subjective perception of services received. According to (Kotler ; 2000)

defined that satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a product’s perceived performance (out come) in relation to his or her expectation.

According to (Yi daam hung sam; 1990) customer satisfaction is a collective outcome of

perception, evaluation and psychological reaction to the consumption experience with a

product/ service. So customer satisfaction can be defined as a outcome of the experience

encountered by the customers during the consumption of services. Although customer

satisfaction have different levels.

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Disconfirmation Theory:- This theory has emerged as primary foundation of satisfaction

model. This theory states “satisfaction is determined by the discrepancy between perceived

performance and cognitive standards such as expectation and desires” (Khalifa and Liu,

2003). (Mckinney, Yoon, Zahedi ; 2002) “Customer’s expectation can be defined as

customer’s partial beliefs about a product”. (Zeithmal, Berry; 1988) Expectations are

predictions made by customers about what is likely to happen during the transaction or

exchange. Perceived quality is the customer’s judgement about an entity’s overall excellence

or superiority (Zeithmal;1988). Disconfirmation is defined as consumer subjective

judgements resulting from comparing their expectations and their perceptions of performance

received (Mckinney; 2002, Sperng; 1996). This theory proposed that satisfaction is affected

by the two things 1) Intensity (size), 2) Direction (Positive/ Negative) of the gap between

expectation of the customers and the performance perceived by them.

From the above model it is clear that disconfirmation occurs in three forms those are

discussed below.

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Positive disconfirmation:- When perceived performance > expectations. It results in customer

satisfaction

Confirmation:- when perceived performance = expectations. It results in neutral view of

customers .

Negative disconfirmation:- when perceived performance < expectations. It results in

customer’s dissatisfaction.

According to the theory of (Khalifa & Liu; 2003) they have taken expectation

disconfirmation as the only one determinant factor of satisfaction , it doesn’t consider that if

high expectations are confirmed. For overcoming the short fall perceived performance is

added as another determinant factor.

Method of Study:- This portion of the study will going to tell about the Respondents ,

Study Procedure , Study Instrument and analysis of data .

Respondents:- 100 customers who stayed in between January 12-24 in the year 2012 were

given the questionnaire. 70 customers returned the questionnaire after filling it.

Study Procedure:- First of all Questionnaires were given to the 100 Customers who stayed

in the hotel Ashok, Bangalore, Out of that 70 customers returned those questionnaire after

filling completely. Questionnaire was distributed among those 100 customers who were ready

to take up this. Customers were explained about the need of the survey before they fill it up.

Customers were told that all the details provided by them will keep confidentially.

Study Instrument: - A set of questionnaire having four parts has been used as an instrument

of study.

First part:- Consists of back ground questions like age, nationality, gender, purpose of

staying, occupation, number of visits to the hotel.

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Second part:- Consists of the service quality model of SERVQUAL from the both

customer’s expectation and customer’s perception perspective.

The satisfaction degree towards the quality of services provided by the front office

staffs has been kept in rank of 1-5.

1 indicates lowest expectation and perception.

5 indicates highest expectation and perception

The level of ranking of customer satisfaction between 1-5 has been analyzed on the

basis of Best design (1977). Which is given below

Score 1.00-1.80 --------------- Lowest Expectation/Perception

Score 1.81-2.61-------------- Low Expectation/Perception

Score 2.62-3.41---------------- Average Expectation/Perception

Score 3.42-4.21---------------- High Expectation/Perception

Score 4.22-5.00----------------- Highest Expectation/Perception

.

Third part:- It consists of whether customers are planning to return to the hotel Ashok

, Bangalore for any future purpose .

Fourth part:- Suggestions of the customers about the service quality given by the

front desk staff of the hotel Ashok, Bangalore.

Analysis of data: - This part commenced after the collection of the questionnaires from the

customers. In this part customer’s expectations and perception towards service qualities on

the basis of 5dimensions of SERVQUAL model. Percentage also has been used for

analyzing the personal data of the questionnaire’s 1st part. Statistical analysis and gap analysis

also has been done for the purpose of analyzing collected data by the questionnaire.

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Analysis of result : - Whatever data collected through the questionnaire and what results

are coming out of those data regarding personal data, level of customer’s expectation and

their perception and their suggestions addressing the service quality of the front staff are

being discussed in this part of the study.

Table- A respondent’s personal data (70 customers)

Particulars Personal data Number of persons Percentage

GENDER

Male 37 52.85

Female 33 47.14

AGE

Less than 25 years 7 10

25-35 years 15 21.42

36-45 years 14 20

46-55 years 18 25.71

Greater than 55 years 16 22.85

ORIGIN

Asian 29 41.42

American 11 15.71

European 12 17.14

Scandinavian 10 14.28

Other 8 11.42

OCCUPATION

Government

Employee

7 10

Private Employee 19 27.14

Student 4 5.71

Business man 25 35.71

Other 15 21.42

PURPOSE

Seminar 7 10

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Business 31 44.28

Vacation 17 24.28

Honeymoon 5 7.14

Other 10 14.28

Previous visits

Once 23 32.85

Twice 25 35.71

Thrice 12 17.14

4 times 6 8.57

More than 4 times 4 5.71

From the table-A which contains personal data of 70 customers of the hotel Ashok,

Bangalore, who responded to the study with in that period. From the above results it is clear

that male customers were more (52.85%) compare to female customers (47.14%). People

belongs to 46-55 years of age were the highest in percentage (25.71). People aging more than

55 years were second highest in terms of percentage (22.85%). Asian origin people were

highest in percentage (41.42%). Among those 70 people highest percentage of business man

stayed in that period in the hotel (35.71%). Most of the respondents told that purpose of

staying in the hotel were business (44.28%). The above results shows that people who has

visited the hotel were highest in number (35.71%).

Expectations and Perceptions level of (70) customers for the quality of services

provided by front staffs of the hotel:- This part of the study states customer’s expectations

and perception for the service qualities of the front office staffs of the hotel. Service quality

has five dimensions tangibility, reliability, responsiveness, assurance, empathy. 70

participants were requested to rate each and every statement given in the questionnaire

(attached to Appendix 1) depending upon their expectation and perception about the service

quality with in that period of study.

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Table –B customer satisfaction relating to Tangibility:- Here in this table customer’s

feedback regarding tangibility of services are given on the basis of Best design(1977).

CUSTOMER’S EXPECTATIO

N

CUSTOMER’S PERCEPTION

STATEMENT MEAN LEVEL MEAN LEVEL

Staff uniforms are clean 3.85 High 4.00 High

Staff dresses

appropriately

3.97 High 4.20 High

Smiling approach of

staffs

3.97 High 3.75 High

Attractive appearance of

staff

3.92 High 4.00 High

Total mean score 3.92 High 3.98 High

From the table-B it is clear that Customer’s expectation and perception towards satisfaction

of service quality tangibility is high as the total mean scores are (3.92) and (3.98). From the

above data it is clear that customer’s expectation towards staff dress and smiling approach

has got higher rank (3.97) than the other two statements. Customer’s perception towards staff

dress was greater (4.20) than other three statements. As tangibility dimension is very

important if it is high then certainly it will going to give more confidence to the customers.

Staff with clean uniforms and with smiling approach is certainly important aspect of

tangibility dimension.

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Table-C customer satisfaction relating to Reliability:-

CUSTOMER’S EXPECTATIO

N

CUSTOMER’S PERCEPTION

STATEMENT MEAN LEVEL MEAN LEVEL

Accurate information 4.00 High 4.10 High

Provided Promised

services

4.00 High 4.21 High

First time correct service 3.98 High 4.00 High

Exactly when the service

provided

4.10 High 4.20 High

Total mean score 4.02 High 4.12 High

From the Table-c it is clear that customer expectation (4.02) and perception (4.12) towards

satisfaction of service quality reliability is high. It shows that all the aspect of reliability is

having both customer expectation and customer perception (as all of them are in high level).

It also tells that when the service will exactly going to be provided got the higher customer

expectation (4.10) in compare to other three. Providing promised services got the higher

customer’s perception (4.21). It is all about providing the services dependently and

accurately. It also means that services are always should be provided on time without any

flaws. And from the above data it is clear that hotel Ashok, Bangalore has got a impressive

result in it.

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Table-D customer satisfaction relating to Responsiveness:-

CUSTOMER’S EXPECTATION CUSTOMER’S PERCEPTION

STATEMENT MEAN LEVEL MEAN LEVEL

Prompt service 4.22 Highest 4.21 High

Quick response 4.20 High 4.13 High

Willing to help 4.00 High 4.15 High

Total mean score 4.14 High 4.16 High

It very important that front office staffs response in a prompt way. It is all about offering

service promptly and willing to provide good services to the customers. Customers always

want and they feel great satisfaction after receiving quick services from the staffs. From the

table-D it is clear that customer expectation in case of prompt service has got highest ranks

(4.22) followed by quick response (4.20). The table also shows that customer’s perception

towards prompt services offered by the front staffs was higher than (4.21) any other aspect.

Customers always feels happy whenever they get prompt and quick response of services.

Table –E customer satisfaction relating to Assurance:-

CUSTOMER EXPECTATIO

N

CUSTOMER PERCEPTION

STATEMENT MEAN LEVEL MEAN LEVEL

Staff’s product knowledge 4.75 Highest 4.70 Highest

Appropriate speaking of

staffs

4.23 Highest 4.30 Highest

Required skills of staffs 4.20 High 4.17 High

Trustworthiness 3.98 High 4.20 High

Safe feeling 4.00 High 4.13 High

Total mean score 4.23 Highest 4.3 Highest

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From the Table-E it is clear that customer expects highest level of product knowledge (4.75)

from the side of the staffs. Appropriate form of the speaking also has got highest customer

expectation ranking (4.23). Customer’s perception towards the product knowledge shown

by the front office staffs is also great (4.70). It is all about convey trust, showing courtesy,

credibility and creating an environment of confidence, security, and trust.

Table-F customer satisfaction relating to Empathy:-

CUSTOMER EXPECTATIO

N

CUSTOMER PERCEPTION

STATEMENT MEAN LEVEL MEAN LEVEL

English communication 4.20 High 4.21 High

Personal Attention 4.19 High 4.17 High

Effective communication 4.21 High 4.19 High

Knows specific requirement 4.00 High 3.98 High

Total mean score 4.15 High 4.13 High

From the table-F it is clear that effective communication got the highest (4.21) customer

expectation, followed by English communication (4.20). According to customer’s perception

English communication got the highest rank (4.21), Followed by effective communication

(4.19). It is all about taking care of customers properly giving individual attention and knows

the specific requirement of individual customers.

Table-G customer satisfaction over all:-

CUSTOMER EXPECTATION CUSTOMER PERCEPTION

DIMENSIONS MEAN LEVEL MEAN LEVEL

Tangibility 3.92 High 3.98 High

Reliability 4.02 High 4.12 High

Responsiveness 4.14 High 4.16 High

Assurance 4.23 Highest 4.30 Highest

Empathy 4.15 Higher 4.13 Higher

Total mean score 4.09 High 4.13 High

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From the table –G it is clear that satisfaction level relating to customer expectation is on the

higher side (4.09). From the customer’s expectation point of view Assurance dimension got

the highest rank scored (4.23), followed by Empathy, Responsiveness, Reliability,

Tangibility.

Satisfaction level relating to customer’s perception is also high (4.13). From the customer’s

perception point of view Assurance got the highest rank (4.30), followed by Responsiveness,

Empathy, Reliability, Tangibility.

Table-H SERVQUAL gap between customer expectation and perception of service

quality:-

DIMENSIONS CUSTOMER’S

EXPECTATION

CUSTOMER’S

PERCEPTION

GAP (SERVQUAL)

TANGIBILITY 3.92 3.98 0.06

RELIABILITY 4.02 4.12 0.10

RESPONSIVENESS 4.14 4.16 0.02

EMPATHY 4.15 4.13 (0.02)

ASSURANCE 4.23 4.30 0.07

TOTAL MEAN SCORE 4.09 4.13 0.04

From the table-H it is clear that customer’s perception towards service quality were higher

than customer’s expectations almost in all dimensions; apart from Empathy where customer’s

perception towards service quality was little bit lower than customer’s expectations. But all

the other dimensions resulted in positive GAP. That is why the overall customer‘s perception

towards service quality is higher than customer’s expectation. It shows that customer was

satisfied by the service quality of the front office staffs of hotel Ashok, Bangalore. It shows

that among the five dimensions, Reliability dimension gave the most positive GAP. It shows

that front office staffs have done wonderful work and was able to provide good quality

20

services to its customers. Over all as the reliability got the highest GAP it shows that front

office staffs were able to act accurately they were reliable and almost flawless.

Table-I Percentage that respondent (70 customers) will revisit the hotel in future :-

Feed Back Number of Persons Percentage

Yes 58 82.57

Not sure 12 17.14

No 0 0

Total Result 70 100

From the table-I it is clear that 58 customers out of 70 customers which is more than 82.57%

has told that they are going to revisit the hotel in the future. Which is a very good result for

the Management of hotel Ashok, Bangalore? Only 12 customer’s out 70 which is 17.14% told

that they are not sure whether they are going to revisit or not. This is the area where

management has to look at that what are those things from the side of front office staffs that

are creating confusions in the mind of 17.14% customers or is this any other things beyond

the scope of this study or any other personal reason of the customers.

Table-J Suggestions from customers (praise, complaints):-

CUSTOMER SUGGESTION NUMBER OF PERSONS PERCENTAGE

Praised 65 92.85

Complaints 5 7.14

Total Suggestions 70 100

Result from the table-J shows that 65 customers out of 70 customers, which is above 92%

wrote in complimenting manner. And only 5 persons out of 70, which is only 7% has lodged

some complains. It indicates over all good show from the side of the front office staffs of

hotel Ashok, Bangalore.

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Limitations:- In this part the limitations of the study has been discussed.

1) The study was done on the basis of 70 customer’s feedback only

2) The scope of the study was only the customer’s satisfaction towards the service

quality of the front office staffs. No, other department was there in the scope of the

study.

3) Giving away questionnaires to the customers was very difficult that is why it was only

circulated among 100 people only and among that 100 only 70 customers responded

properly. If the data collection through the questionnaire could have been smoother

and the if the number of feedbacks were more than the result would have been more

effective.

4) All the feedbacks given by the customers in a hurry.

5) Time constraints made the study some -what unorganised.

Recommendations:-

1) Hotel management can arrange their own training programs for the further

improvement of the front office staffs.

2) From the study it is clear that Assurance has got the highest score among the all other

five dimensions. So management has to maintain the good work to remain

competitive without getting complacent.

3) On the other hand tangibility scored among the all five dimensions so, management

has to give serious focus towards this aspect.

4) Before any new recruitment of front office staffs the hotel management should

check it properly that whether that person would be able to deliver the services

properly ,as expected from a hotel like Ashok, Bangalore.

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Conclusions

This the era of service sector industry. Hotel industry is such a service sector industry where

demand of the customers for high quality of service is growing day by day. In this study

SERVQUAL model developed by Parashuraman (1985) has been used for measuring the

customer’s satisfaction with the service quality related to customer’s expectation and

customer’s perceptions. It was done on the basis of five dimensions like Tangibility,

Reliability, Assurance, Responsiveness, and Empathy. Here results shows that apart from

Empathy all the other direction has got positive SERVQUAL gap. But over all SERVQUAL

gap between customer’s expectation and customer’s perception was positive. Which shows

that services provided by the front office staffs of hotel Ashok, Bangalore was good? This

study shows that customers have highest expectation from the assurance dimension among

the all other dimensions. Study also shows that the in this dimension customer’s perceptions

were also highest. But among all these dimensions customer’s perceptions relating to

Empathy is lagging minutely in compare to customer’s expectations. Although the other 4

dimensions has covered this and overall result was very satisfactory but management should

focus on this aspect and should figure out what to do to eliminate that minute negative GAP.

In this study most of the respondent told that they are going to revisit the hotel in future and

customer’s complaints were negligible in compare to customer’s praises. Which further

strengthen the fact that services provided by the front office staffs were quite satisfactory and

impressive, but as it is known to all of us that there is no end of perfection so staffs should

keep continue their good works for achieving more excellent feedback from the customers.

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References

Books, Journals, Articles:-

“A Bakers Dozen of strategies for hotel font office” written by Hogan, J in

2006.

“Understanding customer satisfaction delivering satisfaction and service

quality” written by Hernon P & Whitwan , J.E in 2001.

“Strategic Management and Marketing in the service sector” written by

Gronroos,c. in 1982.

“SERVQUAL revisited: a critical review of service quality, journal of

service marketing” by Asubonteng , P. Mccleary , KJ , & Swan, J.E in

1996.

"Delivering Quality Service; Balancing Customer Perceptions and

Expectations" written by Zeithaml, Parasuraman & Berry, (1990)

Research in Education 3rd edition by Best , J.W in 1977.

“An investigation into the determinant of customer satisfaction” By

Churchill, G.A , Supernant in 1992.

SERVQUAL and model of service quality gaps : “ A Framework for

Determining and Prioritizing Critical factors in delivering Quality

Services” Written by Shahin , Arash in 2004 .

24

Websites:-

http://en.wikipedia.org/wiki/SERVQUAL

http://www.12manage.com/methods_zeithaml_servqual.html

www.qmconf.com/Docs/0077.pdf

http://www.marketresearchworld.net/index.php?

option=com_fireboard&Itemid=84&func=view&id=5270&catid=6

http://eprints.utm.my/9514/

http://www.essays.se/about/servqual+thesis/

http://eprints.binus.ac.id/10095/

http://www.essaytown.com/paper/servqual-hotel-industry-measurement-

customers-expectations-52307

http://eprints.qut.edu.au/28608/

http://www.docstoc.com/docs/53120295/Is-the-SERVQUAL-Questionnaire-a-

Capable-and-Reliable-Instrument

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QUESTIONNAIRE

26

First part:-

1)Gender

i) Male [ ] ii) Female [ ]

2) Age

i) Less than 25 years [ ] ii) Between 25-35 [ ] iii) Between 36-45 [ ]

iv) Between 46-55 [ ] v) Older than 55 years [ ]

3)Nationality

i) Asian [ ] ii) European [ ] iii) American [ ] iv) UK [ ] v) Scandinavian [ ]

vi) Other place [ ]

4) Occupation

i) Government Employee [ ] ii) Private Employee [ ] iii) Business Man [ ]

iv) Student [ ] v) others [ ].

5) Number of Previous staying

i) 1 time [ ] ii) 2 times [ ] iii) 3 times [ ] iv) 4 times [ ] v) above 4 times [ ]

6) Purpose of staying in the hotel

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i) Vacation [ ] ii) Seminar [ ] iii) Business [ ] iv) Honeymoon [ ] v) Others [ ]

Second Part:- Customer’s feedback about expectations and perceptions towards the

quality of services provided by the front office staffs of the hotel Ashok, Bangalore.

Please put a tick [√ ]in each dimensions for both, Level of Expectations and for

Level of Perception

Score levels are as (5 is for highest, 4 is for high, 3 is for moderate, 2 is for low, 1

is for lowest).

Dimensions Expectation Level Perception Level

Tangibility 5 4 3 2 1 5 4 3 2 1

i. Staff uniform cleanliness

ii. Staffs dressed properly

iii. Smiling face service by

staffs

iv. Attractive appearance of

staffs

Reliability 5 4 3 2 1 5 4 3 2 1

v. Staffs providing accurate

information

vi. Staffs providing right

services at first attempt

vii. Staffs providing promised

services

viii. Exact timing of the

services

Responsiveness 5 4 3 2 1 5 4 3 2 1

ix. Prompt services by the staffs

x. Staffs willing to help

xi. Quick response of staffs

Assurance 5 4 3 2 1 5 4 3 2 1

xii. Product knowledge of

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staffs

xiii. Trust worthiness of staffs

xiv. Required skills of the

staffs

xv. Proper addressing by the

staffs

xvi. Feeling of safety

Empathy 5 4 3 2 1 5 4 3 2 1

xvii. English communication of

staffs

xviii. Effective communication

by the staffs

xiv. Staffs aware of specific

needs

xx. personal attention given by

the staffs

Third part:-

Are you considering to return to the hotel Ashok for future purpose ?

i) Yes [ ] , ii)Not sure [ ] , iii)No [ ]

Fourth part:-

Yours suggestions for the quality of services provided by the front office staffs of

hotel Ashok, Bangalore (i.e Praise, Complaint).

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*******Thanks for your valuable support*******

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