The international hospitality industry is rapidly growing with advent of globalisation and technological advent (Ladhari, 2008). In the recent years, there has been tremendous amount of changes brought about in the hospitality industry to cater to better services. The scope of the current study pertains to evaluating that amongst the various factors affecting service in a hospitality outlet, the most integral factors. The study focuses on the integral concept of service quality in the hospitality industry, which is the most important factor that provides sustainable competitive advantage and customer satisfaction in the highly competitive market. Ascertaining determinants of service quality can provide the hospitality industry a great chance for creating a competitive advantage (Clemes, Gan & Ren, 2011). Thus, the various factors which determine levels of service within the hospitality industry are undertaken for this study.
There are multiple service factors which affects levels of customer satisfaction. In order to determine the overall service at a hospitality location various factors such as customer satisfaction, overall feedback, online reviews, staff training needs to be assessed (Hallin & Marnburg, 2008). The purpose of this study was to understand factors that determine overall service at a hospitality location. The following are some of the objectives of the study;
The scope of the study aims at fulfilling existing literature gap pertaining to factors that determine services quality at hospitality locations.
The study will aim to attain the following research questions.
The study will make use of positivism research approach. The study will collect primary data through interviews, primarily of qualitative nature. The data will then be analysed using qualitative techniques.
The study will start with a brief background of the entire situation that is prevalent in the hospitality industry. a background theory base will include all definitions of terms that has been used in the study. Then relevant literatures will be undertaken which will provide studies in this domain. Literatures will include studies which reflect factors affecting customers in the international hospitality industry. A review of research methods will be undertaken, it will encompass all research process that has been used for this study. The results reflect findings that has been arrived at from coding of 8 interview transcript. The discussion deals with a detailed analysis of results. In the end a brief conclusion with direction for future work has been included with a reflection statement.
The success or failure of a hospitality operation is based and focused on the dimensions of service quality management. Hospitality services providers need to know regarding aspects of services which their customers care about, which accounts for internal and external aspects of the organisation (Kotler, Bowen & Makens, 2009). Though apart from service quality price and quality of product also includes important considerations. Identifying the important dimensions of service quality allows hospitality operators cater to customer service well.
Service Quality Management includes the management of quality in products and services such that a business is able to meet customer’s requirement. The dimensions of service quality include the factors as depicted in the figure below.
According to Zeithaml, Parasuraman and Berry, the five essential characteristics of service quality includes tangibles, reliability, responsiveness, assurance and empathy. These factors acts as key determinants to enhancing loyalty of customers and entail the hospitality service providers provide highest possible quality of service.
Analysis of relevant literature framework is crucial for any study. In this current study as well there has been several literature books and journals used. The study here pertains to analysing strategies that affect services in the international hospitality industry. In order to undertake a brief literature analysis, areas covered were primarily broad service related factors from SERVQUAL framework has been adopted. The scope of the current study has excluded service factors which can be ascertained from SERVPERF, CASERV, LODGSERV and DINESERV.
The study has made use of varied literature sources including books, journals, articles and online sources. In order to search for relevant literature sources Google Scholar and the College library was referred to. Papers older than 10 years were rejected and criteria for search were typed in as, “Factors affecting service quality within the hospitality industry”. There were available over 55 appropriate studies which contained relevant information for the study amongst which, only 25 studies were selected. The studies which were selected were mainly conducted in New Zealand, Australia, UK or USA or other developed nations. Most studies which were referred to be peer reviewed articles.
The booming hospitality industry is affected by various internal factors which determine its success or failure. Large hospitality chains from the hospitality industry primarily focuses on extensive research on the SERVQUAL factors for striving towards competitiveness and success. Customer selects a hotel on the basis of service quality perceived by them. Currently, technological advent has allowed customers the facility to view various properties and book them through online apps and portals. Barrows and Powers (2008) identify issues pertaining to management within the hospitality industry and ways it affects services. The paper is crucial for this study as it identifies the key management factors such as mainly ensuring the tangibles and ability to assure customers as being critical in international hospitality sector. The key strength of this article lies in providing knowledge regarding strategies international hotel brands such as Hilton Hotel & Resorts, Marriot International and Warwick Hotels and Resorts make use off. International hospitality sector bases on reliability factors and assurance factors for enhancing and sustaining their brand name. Customer preferences are dependent on varied factors including, communication received from hospitality unit. However, the major weaknesses of the article include inability to identify empathy related factors in providing services in international hospitality sector. Low customer satisfaction has been seen associated with not catering to customer preference. The book is useful as it encompass several definitions and provides a useful flow for understanding the purview of international hospitality sector. Price cannot be considered an important determining factor for customer satisfaction. Studies indicate that price cannot be directly correlated with satisfaction.
With emergence of technology in hospitality booking segment, there has been rising importance in online feedback. Online feedback is got through emails and often through filling up of forms that the hospitality unit provides to its customers (Mok, Sparks & Kadampully, 2013). Online feedback was considered to be important for hoteliers in order to increase customer perception regarding valuable services being offered. Negative online feedback impacts the hospitality unit in a negative manner, with direct impacts on its business.
Chand (2010) is a useful journal which analyse impact of HRM practices on service quality, customer satisfaction and performance in the Indian hotel industry. The article identifies interlink between employee performance and impact on service quality in the hospitality industry. The article undertakes quantitative analysis from various Indian hotels. The key strength of this article is that it identifies ways employees and staffs within the hospitality can provide responsive and empathetic service. The article’s weakness is that it analyses hospitality industry within a specific country and does not take into consideration the broad international hospitality industry. Kuruuzum and Koksal (2010) in an important article which analyses the impact of service quality on behavioural intention in hospitality industry. Lack of staff training might directly hinder staff’s capability to render quality services. The international hospitality industry is currently giving tremendous importance to internal customers and external customers. Internal customers comprise of employees, and management, external customers comprises of consumers, competitors, government, agencies and so on. There is a growing importance of marketing to internal customers, especially employees. Employees are the point of contact with external customers of the Company (Kattara, Weheba & El-Said, 2008). Kusluvan, Kusluvan, Ilhan and Buyruk (2010) identify the human dimension within the tourism and hospitality industry.
A tangible factor integral for hospitality units was found to be their locations. Namkung and Jang (2008) customers were willing to stay at a location that offered centralised stay with fresh food along with other facilities. The facilities determined the choice of location for the various hospitality units, through which hoteliers attracted customers.
Hu, Kandampully & Juwaheer (2009) article synthesizes the effects of service quality, value, and customer satisfaction on behavioural intentions in the motel industry. The study undertakes qualitative analysis of the various effects of service quality, values and customer satisfaction. The article undertakes extensive analysis of the various intangible factors affecting behavioural intentions in the motel industry, which is also one of its strength. The key weakness of this article is that the study considers the motel industry and avoids the scope of international hospitality industry. The primary contribution of this article in its assimilation of recognising the various intangible factors impacting behavioural outcomes in the motel industry. The same study can be used to understand behavioural outcomes in international hospitality industry as well. Hu, Horng and Sun (2009) stress that knowledge sharing and service innovation performance is integral to derive competency and increase customer perception regarding quality. Star rating provides support to the hospitality unit business. A hospitality unit with high star rating is able to gain substantially in terms of attracting customer attention as against a hotel chain that does not possess any star rating.
The literature analysis aims at covering all the aspects service factors that impacts international hospitality sector. The articles and books encompass major definitions and service related factors in the hospitality sector. The literature reflected a host of factors that the hotel operators considered to be important for guests.
From the literature the research gap that was analysed was none of the studies entirely covered all aspects of service factors. This study fills in the gap that it assimilates all factors of SERVQUAL for arriving at findings related to the factors in the international hospitality industry.
Ascertaining methods for research is integral for every study (Taylor, Bogdan & DeVault, 2015). A research progress through use of scientific techniques which might be experimental, quasi experimental or non-experimental. The study will progress through a philosophy of positivism. As positivism can be well applied in this study as observation has been made and detailed form an objective view point. A research approach can be qualitative or quantitative in nature, for this research qualitative study approach was selected (Smith, 2015). Once the theories and literature background has been generated for this study, then the results and discussions will be analysed in a descriptive manner.
Data can be of qualitative nature or of quantitative nature. Qualitative data is subjective data, whereas quantitative data is measurable, quantifiable or numerical data (Neuman, 2013). Data can be collected from sources primary in nature, meaning first hand or it can be secondary in nature. Secondary data is a data which has been published or used for any other similar research work. In order to carry out the study, qualitative data of secondary nature has been collected. The data had been collected from secondary sources in form of interview.
In order to arrive at results and findings of the study, it is integral that the data is analysed appropriately. As the data collected for the study is qualitative in nature, it has been analysed qualitatively using coding techniques. Using specific word densities from the 12 interviews certain topics were considered integral with sub topics. For the purpose of analysis 8 interviews were selected for the study, which were analysed for the specific topics that were identified. Various guest input and customer input in the interviews provided as the basis arriving at results. The raw data coded is enclosed in the Appendix.
The data collected from the interview and analysed in a qualitative manner allowed to arrive at the following results of the study. Though a small sample of 8 participants were taken to arrive at the results of the study, but the difference in opinions and views offers insight into the project. In each result derived from the study, a single transcript representing the overall data arrived at was highlighted.
“Perceptional gap between customers and employees need to be reduced. It’s about winning loyal customers”
Consumers in the hotel industry were found attached with the tangible as well as intangible factors. The most important determinant was intangible benefits that were derived from employees at a specific hospitality unit. Customer preferences that are used to determine services in the international hospitality sector include valuable relationships, responsiveness of the hotel, reliability and so on. Customers, who did not receive the preferred choices very found to be not satisfied or with low satisfaction levels.
Increasing online engagement and tech suaveness leads to consumers relying upon online feedback for deciding upon a choice of stay. Negative online review might distract customers and acts as an input for determining important factors of service quality.
“Umm) and deal with the situation right there and then, they they’re absolutely empowered to do that (ummm) and then if if it’s the wrong decision then we train that (umm) as an example in the back end so they’re not reprimanded in anyway. (umm) It it’s more about constant training from a reactive side.”
Increasing awareness of internal customers in the international hospitality industry acts as a deterrent in service quality. Poor staff training might lead to poor employee engagement affecting service provided to customers. It was seen from the interviews that hotels that did not consider staff training to be an integral factor had less customer satisfaction hence perception of service quality.
“Perceptional gap between customers and employees need to be reduced. It’s about winning loyal customers”
The choice of location of a particular hotel unit affects overall customer perception regarding service quality. A hotel located at a suitable place or posh locality was identified to have higher service quality as compared to a hotel that was located at a suburb.
Transcript Interview: “Go to a five star, it might be 18 dollars but it will reflect in”
Hotels that were able to incorporate innovative ideas to cater to customers significantly affected perception regarding quality amongst customers. Customers were seen to like and get attracted to those hotels which provided something new or innovative products and service.
Star rating does affect the perception of service quality in customers. Most hotels have been seen to advertise regarding their brand accommodating in the star rating, where each star denotes an amenity provided.
The discussion chapter deals with detailing of the study results arrived at. The study has arrived at various results from the transcript, which are explained as given below along with the implications of the study. The results of the research established have several implications for the hotel industry. Some of the explanation of the results has been undertaken as below.
Consumer choices and preferences as well as perception regarding service affect the success of failure for a hospitality unit. The causes and underlying factor, which determine customer satisfaction includes the various dimensions of service quality.
Hoteliers try to provide services in accordance to customer demands. One of the most interesting find was that customers liked windows in their rooms. This finding has been found to be supported by literatures, which has been discussed in the study. Studies in the past has shown similar outcomes.
Hoteliers believed that if they were not doing anything wrong then they were not supposed to receive feedback. The causes of various negative online reviews were mainly found to be related to customer dissatisfaction. Such feedback was correlated in areas, where the hotel unit was not catering to one or the other dimension ofservice quality. However, they had a designed feedback form which allowed them to collect useful data from customers. This finding from literatures, revealed similar outcomes.
Newer staffs were required to be given training so that they can cater to customer services. Causes of poor staff training were found to be associated with the hotel unit not giving importance to staff training factor. More awareness of internal customers in the international hospitality industry had become an important factor in service quality. Poor staff training might lead to poor employee engagement affecting service provided to customers. Some hotels did engage in staff training. This finding has been found to be supported by literatures, which has been discussed in the study. Studies in the past has shown similar outcomes.
The choice of location of a particular hotel unit affects overall customer perception regarding service quality. A hotel located at a suitable place or posh locality was identified to have higher service quality as compared to a hotel that was located at a suburb. Cause of this factor affecting customer perception has been found to be integral as customer find it difficult in reaching an unsuitable location. This finding has been found to be supported by literatures, as included here. Studies in the past has reflected similar outcomes.
Hotels that were able to incorporate innovative ideas to cater to customers significantly affected perception regarding quality amongst customers. Customers were seen to like and get attracted to those hotels which provided something new or innovative products and service. Customers appreciate innovativeness, which acts as a motivator or surprise factor for the client. This finding has been found to be supported by literatures, which has been discussed in the study. Studies in the past has shown similar outcomes.
Star rating does affect the perception of service quality in customers. Most hotels have been seen to advertise regarding their brand accommodating in the star rating, where each star denotes an amenity provided. Star rating acts as directional motivator of customer satisfaction and creating perception of customer satisfaction. This finding has been found to be supported by literatures, which has been discussed in the study. Studies in the past has shown similar outcomes.
The discussion of the above results reveals some points related to customer perception of service quality. Consumer choices and preferences as well as perception regarding service affect the success of failure for a hospitality unit. Newer staffs were required to be given training so that they can cater to customer services. A hotel located at a suitable place or posh locality was identified to have higher service quality. Star rating does affect the perception of service quality in customers. Customers were seen to like and get attracted to those hotels which provided something new or innovative products and service. This finding has been found to be supported by literatures, which has been discussed in the study. Studies in the past has shown similar outcomes.
Conclusion & Future Work
Customer service is the most crucial factor within the international hospitality industry. Various researches are undertaken for understanding the various factors which can impact customer’s perception of service quality. Service has been the most integral part of the hospitality ecosystem historically. International hospitality providers aim at world-class customer service for strengthening customer relationships, which is the key invaluable asset for the hospitality venture. Contemporary hospitality industry is extending their capabilities to create a dynamic, unforgettable ambient and experience for customers in order to be ahead in competition. The definition of service has come to accommodate more than customer service to include back of the house and non-customer facing activities to contribute to customer experience.
Further research is required in the domain as the study has been limited in scope. The major limitation of the study has been that it has been conducted on secondary data and primary data has been not used. The study has further made use of qualitative data and ignored quantitative data in totality.
Self-Reflection is crucial to understand existing levels of knowledge and learning. In the current reflection learning the project experience has been undertaken. A detailed description of project tasks, areas of learning, time management and personal motivation has been included.
The project tasks included collecting data and analysing the same to arrive at the results of the solution. In the current tasks an extensive analysis of literatures is included along with theoretical framework to provide background and understanding regarding the topic. The project tasks describe a brief research methodology that has been undertaken for the study as well, which guides the process of data collection. In the end a conclusive framework along with direction for future work is provided.
Undertaking the project has provided immense learning for me. I am extremely indebted to my professor for providing me this opportunity to undertake this task. I am indebted to my professor and University for allowing me to undertake this practical research project. It allowed me to understand ways in which practical projects can be conducted. Through evaluation of literatures, I was able to understand detailed concepts in strategic management for hospitality industry. This study has provided me a new insight for undertaking a practical role in the hospitality industry in the future. From this project I have learnt various practical concepts in the domain of international hospitality industry.
Time management is very crucial while undertaking projects of such large and complex magnitude. I can say that from undertaking this project, I have effectively learnt ways of time management. I have divided and subdivided the project into several smaller parts and then aimed at completing the project. Without planning it would have been nearly impossible to complete these tasks. I would like to highlight my time management efforts from the below Gantt chart.
Table 1: Gantt Chart for Project Timeline
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The project was extremely critical and equally interesting. It allowed me exposure to the practicality in international hospitality industry. The most integral personal motivation had been the transfer of learning that had taken place from this project. The project provided versatile and in-detail understanding of the factors that are critical to provide service to customers in the international hospitality industry. Thus, my personal motivation in this project had the interests in the sector that was provided and the transfer of learning that had taken place.
Reference List
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