Service Quality From Hospitality Industry Conception Marketing Essay

Besides that, our group very appreciates to all the people, who contribute a component in the project by responding to all the questionnaires designs. We truly needed the data for our project and many thanks for such great help. Fully cooperation is given help improved a lot in the progressing of doing the project. Group people play their important functions, supporting, keep inspire the other person and carry out responsibility to completing all the assign responsibilities that had been provided within limited timeframe. We keep as on team solve the entire problem we confronted and were able to complete the project before the deadline.


The purpose of this paper is to review and test a conceptual model need for "service quality" in the hospitality industry. Just how of the hotel maintained in operation level to be able to provide better service and accommodation compared to competitor so the hotel will able to retain customer's devotion for long term business. Since the tourism sector on growing, many hotel, holiday resort, and restaurant build away and faced restricted competitor in the industry. With increasing competition, the organization must proven stronghold bottom part on service quality so that the numbers of customer retention will double or triple available. Service quality is one of the aspect that play important role in the hospitality industry whereby excellent services offered toward the guests will gain the demand and objective of revisiting again in the future.

Background of Research

Statement of Problems

Hotel service quality is

Research Seeks/Objectives

1. To identify the value of service quality for hotel operation.

2. To research the advantages and performance of the service quality towards the hotel company.

Research Questions

1. Why the component of service quality is important for the hotel procedure?

2. How service quality will in a position to help the business make improvement in hotel operation?

Research Hypothesis

Hotel needs to provide excellent service quality for secure long term business.

Literature Review


Hospitality areas such as hotel and hotel nowadays not only concentrates in create demand in the market segmentation however the management also noticed the value of service quality which become one of the factor in regenerating the revenue for the business. A lot of the country on the globe experience extreme development in tourism market, services quality becomes increasingly important and competition becomes fierier especially in hospitality industry (Tai, 1994). International hotels and resorts enhancing service quality form time to time targets technical (tangible) and functional (human discussion) so that the customers can experience differentiate services in varies hotels and resorts (Ronald, MichЁle, Charles, & Romain, 1999).

In the free-market economies, customers now having the purchasing electric power and the service providers have to take critically on what the customer needs and would like; therefore, the importance of service quality has been emphasized even more in the business (Kondo, 2000). Service provider that didn't meet the standard of the consumer's perception, the consumers would not go back patronizes in the same business because of the earlier experience and negative feedback on the service quality, employee's frame of mind, poor accommodation and others elements. Study implies that almost all of the satisfaction customers residing in the resort which provided excellent accommodation and services possessed end up being the major factor brought about commitment in the senses of the customer's head (Seth, Deshmukh and Vrat 2005).

There are a lot good thing about the hotel and resort providing excellent service quality include increased client satisfaction, volume of customer retention increased, expand the segmentation of market share, reduce operating cost and attaining higher earnings level compare to competitor (Kang and Wayne, 2004). When the business has a stronghold bases operating quality operating in the operation, the amount of customers will greatly increases in long-term business and client satisfaction is another idea that tent to creating value for customers, anticipating and taking care of customer expectations in order to gratify the needs (Dominici and Guzzo, 2010). Through evaluate the importance of service quality, the management team will able increase the service quality in procedure and gain better advantages bring the business enterprise into another stage (Chen & Ting, 2002).

Service quality from hospitality industry perception

There will vary definitions distributed by different scholars about the word service quality. It really is hard to identify the real definition used much like the changes of the surroundings over time, the concept of service in addition has changed. The word service is one of the marketing skill that had a need to sell products through interactive situation, whereby a vendor offered a number of activities, pursues, create the huge benefits or plan to satisfaction the customer in order to market the product at hand (Buell, 1984). Service will not necessarily include physical goods, it referring the experience or the performance which is offered by someone to another (Kotler, 1991). Service is the task done by an individual upon the requirement or needs from another person (Juran, 1986). Quality referring the typical of the service delivering or excellent ways that service was gives toward the targeted individuals (Kotler, 1991).

According to Lewis and Boom (1983) suggested that service quality have interrelation between performance of the operation in the hotel and service goals from the guests. The hotel perform excellent in the operation which exceeded form customer's expectation, the guest will ranking the service quality of the hotel favorably with no respect. For instance, in-house friends most properly would assess and judge the service quality predicated on service provider, before, during and post process of services delivering compare with customer's own goals. However, there differs view whereby the service quality of the hospitality sector must included ten elements which is competence, courtesy, credibility, security, access, communication, understanding, tangibles, stability, and responsiveness (Parasuraman, Zeithaml and Berry, 1985).

On the other hands, Dub et al. (1994) claim that customers also look significant into service characteristics such as food quality, menu variety, hanging around time, server performance, and atmosphere. Besides staying in the hotel, guest will require foods and beverages. Once the visitor ordered the dishes, the employees have provided the request promptly to prevent complaining from the guest. Service quality should more focus on on service quality of staff which entail basic skills, complex skill, communication skill, social skill, pondering skill, and personal quality (Austin, 1995). According to Dub et al. (1994) client satisfaction can be an indirect way to evaluate quality of service. Identify and understand the customer satisfaction can help to improve the service quality of hotel. So that, the clients have strategy about personnel performance, communication, interpersonal skill and hygiene issue.

On the other side, Zeithaml and Bitner (2000) declared that element of service quality whereby the managements need to focus on five basic elements which is tangibles, trustworthiness, confidence, empathy, and responsiveness. For example, front-line employees have a great sensible in assisting guests when the customers face problem by provide stability, accurately and up to date information about the new hotel's services and product availableness. As the effect, the guests would not feel neglected by the employees or situation like miserable residing in the hotel for your trip. There are another opinion mentioned that hotel able to provide excellent service quality toward the clients by understanding what the client needed from the goods and services offered (Peters, 1999). The management should track record, design the detailed specification on handling the service delivering process so that the customers notice about the service delivered was excellent and suit the choices (Chowdhary and Prakash, 2007). Service quality does not exist outside of the service outlets, the customers will be the individuals that rank the level of the service quality of an hotel's procedure (Peters, 1999).


Literature review was conducted to provide theoretical and conceptual construction which become guidance. A lot of the literature or journals are primarily looking at the field of hospitality management, service quality, client satisfaction, customer loyalty as keyword for easily to allocate suited sources for books review. All useful resources are retrieved from high reliable sites such as Emerald and Proquest.

Research method

This questionnaire is to research the restaurant principle and service quality in the Kampar restaurant. Inside the restaurant idea, it collected information about type of restaurant you more choose to dine-in daily (fast food restaurant, casual dinner, family restaurant, caf or other) and types of elements of the restaurant concept. It use to know Kampar peoples much more likely what type restaurant also to understand customers view for the variety component for strongly consent to firmly disagree.

In the part of service quality, the questionnaire has design to learn about many kind of factor of the service quality are most significant for the restaurant. Furthermore, each of type service quality will design out to more profound clearly to comprehend what service quality need to improvement or have reach customers expectation and to study customers are firmly agree or firmly disagree. In the last part is compiled information about demographics. This is collected response's gender, years, education level, and ethnics group. It was let's to learn target market in the Kampar area.

There are two different methods for analyses interpret and tabulation of the data received from the questionnaires review which is quantitative and qualitative method. Quantitative techniques will be the method using numerical analysis the info collection, modeling the data and analyzing the results. Qualitative approach is more saving the ideals and impressions about the growing data patterns through interview the respondents, uses other researcher's journal as recommendations and get facts from variety reliable sources to interpret the result. Quantitative examination allows researcher to test specific hypotheses of the study topic, in contrast to qualitative research, more toward on exploratory. I made a decision to use quantitative ways to interpret the data which more easy from qualitative technique.

Research findings

In this research, 10 questions are created for measure the restaurant principle and 9 questions are created for evaluate the service quality in Kampar. With the 52 respondents, the common time of the respondents in this review was between about 19-30 years of age. A Majority of ethnic organizations more were Chinese and 54 percent were feminine. So, another 46 percent were male.

The data was collected from the customers and employees of the A' Famosa Vacation resort situated in Melaka. Participants of this review were customers and employees from particular hotel. Altogether 50 respondents which 25 individuals are customers and 25 individuals are employees of the hotel. There exists total composition of 7 questionnaire design created online.

Pilot test

Before send the actual questionnaires survey, a straightforward pilot test of the questionnaires was presented with to decided on respondent. At the original stage, a few of questions was created to execute online questionnaires survey so that any positive or negative opinions can be acquire from the targeted respondent. Sometimes, during building the questionnaires process may not notice about the problem that had been made or questions created are out the research objectives and literature review. Through pilot test, any weakness and error of questions design can be identify immediately and make correction in order to set up better than the initial questionnaires study. The first opinions had not been too impressive, the respondent comment that the framework of the question is too complicated. The respondent got difficulty in responding to the questionnaires design which the question cause challenging and misleading. The respondents had suggested a few recommendations to solve the errors that occur in the questionnaires design. After correction action taken, the next questionnaires sheet whereby the questions structure is much more simplify, direct to the question, easily to understand and did not cause deceptive.


Limited time was assigned to complete the research assignment. Each university student only given 10 weeks duration to complete complete research study, this eventually become disadvantages for the individual assignment. The research assignment require a chance to accumulate sufficient information and data examination for the questionnaires, with limited time period the effect produced may not be very appropriate and exactly. Besides that, the average person research project isn't just one task in the semester; there is also other subject matter' assignment need to send before the due date. Although time management is very important, the university student must properly use the free period and allocate time for every assignment. However, the individual struggling to give 100 percentages focus and concentrate on the research job. The college student easily get exhausted, worn out and face anxiety at the same time in concluding the assignment within enough time structure given, as the result the grade of the completed research project will be infected. The research project's quality may not in excellent form and struggling to notice the minor error that had been made.

Coverage area for the questionnaires review is small. The specific aim to multiply the questionnaires into several tourism spot where many hotels allocated in the few express of Malaysia such as Pulau Penang, Kuala Lumpur, Melaka, Cameron Highland and more to be able to gather different thoughts from the locals also to produce more extensive results. Limited time available and the hotels active deal with in the operation site, the questionnaires been able collected only from one of the targeted vacation spot. Other hotels didn't perform full co-operation with the researcher did not make any respondent toward the questionnaires that send through e-mail. The info analysis might end result one sided ideas about the limited coverage area.

Besides that, previous research method is used the Microsoft Excel to interpret the info. This semester, the Programme Supervisor of Hospitality Management Mr. Lim Kuang Long asks the students use SPSS software for evaluation data. Although the program is ease to use, more accurate and exactly compare to Microsoft Excel, the software requirement time and energy to masteries. We follow the handout guideline directed at avoid make errors.

Future direction

This is the next time doing research study, although the very first time was an organization research study. Group research study will more easily whereby the group associates divided same amount of workload and uses the effectiveness of each individual editing and enhancing, analysis and focus on the part they in charges to create excellent result. This time around, the lecturer upgraded the obstacles of the research project whereby each student must perform their own research matter that related to hospitality industry. Through the individual research assignment, I figure out how to perform individually from the beginning until end of the research project. All of the weakness part of the project or any issue occurs in the study must be fixed by individual. Irrespective the different research topics, we students are aiding each other, location the error that had been made and recommend solution toward the weakness area. Once completion of the research project, I gained more experience in working weak part of the research study and increases comfortable level in undergo research project. I am hoping the experience of accomplishing research project can help me when proceed to advanced schooling level or in the foreseeable future career.

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