Measuring a Hotel's Quality of Customer Service

Measuring the quality of the hotel's customer service is difficult to measure the quality of service because customer satisfaction depends on many intangible factors and psychological characteristics. The main ways to evaluate the service are SERVQUAL, gap analysis, tolerance, and walk audit. I will explain these methods and see if they can be applied to hotels. § SERVQUAL A measure of multiple items called SERVQUAL that measures five dimensions of service quality, there are nine dimensions.

The quality of service and the ability to attract and retain customers determine the success or failure of the hotel's service provider. The hotel usually measures quality through inspection and customer satisfaction data. David Kearns says: "Performance benchmark is an ongoing process to measure products, services, and practices for the most demanding competitors or companies recognized as industry leaders." Give up services that do not meet expectations

Quality plays an important role in determining and influencing customer satisfaction. There are many kinds of food service providers such as hotels, restaurants, cafeterias and dining halls. Service industries such as hotels and restaurants spend a lot of energy to measure and improve the quality of service for business. There is one thing that is common to all of them. It is to provide customer satisfaction. Service satisfaction is a function of the service provision, a function of the service provider 's response to consumer experience and behaviors in service. Customer satisfaction can be affected by various attributes of internal and external factors. Customer satisfaction can be identified as internal and external customer satisfaction of the organization. From literature review, researchers who identified external customer satisfaction

In general, customer satisfaction is measured by the dimension of quality of service and it is necessary for service customers to predict which attributes will be used in overall quality evaluation (pizam and ellis, 1999). However, the hotel often carries out this activity through a simple questionnaire distributed by travel service providers in order to gain insight into opinions from travelers. However, these are not enough to make a complete and detailed view of the subject. Therefore, SERVQUAL seems to be a sufficient basis for tourism managers to develop an organization's satisfaction assessment tool for collecting high quality data (Knutson et al., 1992); Juwaheer, 2004). On the other hand, only quantitative methods are insufficient for the study of tourism satisfaction, and qualitative measurement is necessary to support quantitative facts. (Mei et al., 1999)