hospitality marketing

RESEARCH PROJECT BA BM HOSPITALITY TOURISM hONORS

A Study on customer 's perception of service and quality in the hospitality

Supervisor Mr . Chris Leong Renato Lasan

10 /15 /2007

Table of Contents

Cover page Pg .1

Table Of Content Pg .2 /Pg .3

Chapter I-Introduction Pg .4

Essence of the Research Pg .5

Justification and Contributions of the Research Pg .5

Construct Definitions Pg .7

Conclusion Pg .8

Chapter II-Literature review Pg .8

The Hotel Industry Pg .9

Competition within the Hotel Industry Pg .10

p Hotel Purchase Behaviour Pg .11

Hotel Selection Pg .12

Brand and Hotel Selection Pg .12

Customer Satisfaction and Its Sources Pg .13

Service Quality Pg .13

Antecedents of Service Quality Pg .14

Value Pg .14

Customer Satisfaction and Service Quality Research in Hospitality Pg .15

Customer Satisfaction in the Hotel Industry Pg .15

Service Quality in the Hotel Industry Pg .15

Value in the Hospitality Industry Pg .16

Customer Loyalty and Its Causes Pg .17

The Meaning of Loyalty Pg .17

Loyalty Research in Hospitality Pg .18

Conclusion to Loyalty Research Pg .19

Value in the Hospitality Industry Pg .16

Customer Loyalty and Its Causes Pg .17

Chapter III-Research Methodology Pg .19

Instrumentation Pg .20

Instrumentation Reliability Pg .22

Procedure Pg .23

Limitations Pg .23

Chapter IV-Results Pg .24

Qualitative Research Pg .24

Conclusion about Focus Group Analysis Pg .25

Demographics Pg .25

Analysis of Hotel Performance Pg .31

Qualitative Research Pg .24

Conclusion about Focus Group Analysis Pg .25

Demographics Pg .25

Analysis of Hotel Performance Pg .31

Hypothesis Testing Pg .35

Chapter V-Discussion Pg .41

Further Research Pg .46

Conclusion Pg .46

References Pg .47

Survey Instrument Pg .52

EXECUTIVE SUMMARY

This study is intended to evaluate the customer experience in relation to the background of behavioral loyalty . The industry selected for this research is the hospitality industry , luxury and first class only . It is a growing and highly competitive industry and its members are facing competition at multiple levels , local , national and international . The selection of a hotel is same as the traditional purchase decision Especially for leisure traveler , it is a very careful decision . Brand image play its own role . In to carry out this focus groups as well as questionnaires . However , this study was limited by the use of a volunteer sample . Consequently , it was difficult to measure satisfaction level for no volunteers . Consequently , it was difficult to measure satisfaction level for no volunteers . The research has shown This research provides a valuable contribution to understanding the relationships that exist between the dimensions evaluated . The hotel industry is becoming progressively more competitive as the context of travel becomes more global and the industry structure changes . Thus , it requires adopting the principles of marketing in to maximize their customer satisfaction , which has strong correlation with the overall success of the organization Chapter I-Introduction

Essence of the Research

Research Question

Justification and Contributions of the Research

Construct Definitions

Conclusion

CHAPTER I

INTRODUCTION

The purpose of this study is to evaluate...