Measuring service quality in the hotel industry using the adapted servqual a case study of business hotels in Chiayi and Tainan cities
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MEASURING SERVICE QUALITY IN THE HOTEL INDUSTRY
USING THE ADAPTED SERVQUAL
A CASE STUDY OF BUSINESS HOTELS IN CHIAYI AND TAINAN CITIES
Truong Thi Hang*
International School - TNU
SUMMARY
The role of service quality in the success of hotel business is one of the most important
dimensions. It is vital for the hotel managers to have a good understanding on what exactly the
customers want. Identifying the specific expectations of customers, the dimensions of the service
quality, and their relative importance for customers for each specific segment of the hotel industry
would definitely help managers in the challenge of improving the service quality. The objectives
of this study: to prove that the adapted SERVQUAL model can be applied to measure the service
quality, compare guests‟ expectation and perceptions on service quality of business hotels and
indicate the priority service quality dimension based on the business hotels guest‟s expectations
and perceptions. The study‟s output can be used by the hotel managers as a guideline to improve
service quality of the hotel.
Key words: servqual, Service quality, Business hotels
Introduction*
expectations and any hotel can win by
satisfying those needs of customers.
taking on increasing importance. In today‟s
fast changing global environment, many
businesses are facing fierce competition and
rapid deregulation, and in order to achieve
competitive advantage and efficiency,
businesses have to seek profitable ways to
A number of countries around the world have
experienced substantial growth in the
hospitality and tourism industry nowadays.
During the past a few years, the hospitality
industry in Taiwan has grown in tandem with
the expanding economy of the country and
the increased use of hospitality facilities by
the local people. The growth of the hospitality
industry has created high demand for
competent managers, and this poses a
challenge to hospitality services. The role of
service quality in the success of hotel
business can‟t be over emphasized. It is vital
for the hotel managers to have a good
understanding on what exactly the customers
want. Identifying the specific expectations of
customers, the dimensions of the service
quality, and their relative importance for
customers for each specific segment of the hotel
industry would definitely help managers in the
challenge of improving the service quality.
differentiate
themselves
from
others
competitors. One strategy that has been
related to success is the delivery of high
service quality, especially during times of
intensive competition both domestically and
internationally. Service quality management
has been a popular topic throughout the years
of my study. It has continuously showed up in
every subject or theme within my studies on
the hospitality industry. In this research, our
aim is to measure the service quality of the
Business Hotel industry in the cities of Chiayi
and Tainan, Taiwan. A scale for measuring
service quality (SERVQUAL) is one of the
best models for evaluating perceived service
quality of the customers (Parasuraman et al.,
1985). It consists of five dimensions of
No hotel can survive in this competitive
environment, until it satisfies its customers
with good quality service (Narangajavana and
Hu, 2008). The service quality is basically the
service
corresponding
to
customer
service
quality:
tangible,
reliability,
* Tel: 0976 369889, Email: hangtruongvp0908@gmail.com
responsiveness, assurance, and empathy.
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Based on these dimensions, Parasuraman et
al. (1985) developed the 22-
itemedSERVQUAL scale. modified
SERVQUAL scale was used in the research
service quality perceptions from the
perspective of domestic and international
tourists. Despite some criticisms, SERVQUAL
remains the most commonly used diagnostic
model for evaluating service quality.
a objectively measured as can manufactured
evaluation of quality for services is more
complex than for products because of its
intrinsic nature of heterogeneity of production
and consumption and intangibility. These
characteristics of services make it difficult to
define and measure service quality. The
demand for service in the hotel industry is
counted by the periods of the day, week or
year, such as check-in, check-out times or
holiday season. It will be difficult to provide
is very important to define the service quality,
identify the dimensions of the service quality,
and the relative importance for customers.
Since the quality of service offered is
becoming more vital for the hotel industry,
having knowledge about this area can help the
managers improve the service quality in the
hotel industry (Asubonteng et al., 1996).
A
Various definitions of services exists
Grönroos (2001). One of the most important
and unique characteristics of service is that
service is a process, not a thing, which means
that a service firm has no product, only
a comprehensive definition of services where
service is “an activity or series of activities of
a more or less intangible nature than normal,
but not necessarily, take place in the
interaction between the customer and service
employees and/or physical resources or goods
and/or systems of the provider, which are
provided as solutions to customer problems”.
service quality can be defined as “the
comparison between customers‟ expectation
and perception of service”.
It has been found that early research in the
past was concentrated on defining and
measuring the quality. Research in services
started to grow in the late 1970s in some parts
of the world. Recently, the service sector has
become the dominant element of the
economy, and the studies revealed that
service quality is a prerequisite for success
and survival for the competitive environment.
The interest in service quality has increased
the research shows that service quality leads
to customer loyalty and attraction of new
customers, employee satisfaction and
commitment, reduced costs, and increased
performance of the business Parasuraman et
al. (1988). Service quality is still a relatively
elusive and abstract construct because it is not
Purpose of the research:
The SERVQUAL instrument has been being
the greatest attention to measure the relevant
dimensions of the service quality, regardless
of which service industry is being
considered(Brown and Swartz, 1989, Carman,
studies have focused on service quality in the
Qu, 2000), …to understand the structure of
service quality in the hotel industry. These
studies used different models to measure the
service quality. Some of the study used
SERVQUAL model but the quality
dimensions were different from the five
dimensions described by the original
questionnaire adapted from the SERVQUAL
model. The author measured the level of
importance of the dimensions for the guests
of Turkish four and five-star hotels. The study
identified seven dimensions, named as
courtesy and competence of the personnel,
communication and transactions, solutions to
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problems,
tangibles,
knowing
and
dimensions were different from the five
service quality dimensions by the original
SERVQUAL, service quality dimensions also
different from segment of hotel industry to
another, and with hotel services, customer
expectations are different between cultures.
This study was conducted in the business
hotel sector and identified five service quality
dimensions guests use to assess service
quality of the business hotels in the cities of
Chiayi and Tainan, Taiwan. The findings
confirmed the five-dimensional structure of
SERVQUAL, but some of the dimensions
found and the components of these
dimensions differed from that of the original
SERVQUAL and named tangibles, assurance,
adequacy in service quality, understanding
and caring, convenience. These findings
support the claim that, the number of service
quality dimensions is dependent on the
particular service being and offered and
different measures should be developed for
different service contexts (Carman, 1990,
Babakus and Boller, 1992).
understanding the customer, accuracy and
speed of service, and accuracy of hotel
reservations. Among these, courtesy and
competence of hotel personal was the most
important attribute influencing the perception
of quality.
Knutson et al. (1990), used SERVQUAL also
as a foundation and developed LODGSERV
to measure service quality in the hotel
industry. In their study, five service quality
dimensions were used and the most important
dimension was reliability. Oberoi and Hales
(1990) developed a model to measure service
quality in the conference hotels in UK.
Webster and Hung (1994) developed two
questionnaires for measuring service quality
in the hotel industry. The questionnaire was
based on the SERVQUAL instrument. The
authors have been field tested the adapted
instrument and concluded that their
instrument was valid, reliable, and offer
several advantages when compared with
SERVQUAL. The adapted instrument
included eight dimensions named as
Five service quality dimensions:
tangibles,
reliability,
communication,
Tangible: Appearance of physical facilities,
equipment and personnel.
Assurance: Knowledge and courtesy of
employees and their ability to inspire trust
and confidence.
Adequacy in Service Supply: Ability to
perform the promised service dependably and
accurately, the quality of being able to meet a
need satisfaction.
Understanding and caring: Willingness,
caring, individualized attentions the hotel
provides its customers.
responsiveness, security, understanding and
convenience. In another research, Caruana et
al. (2000) investigated the three column
format SERVQUAL instrument proposed by
(1991)used the operation and management
implications of the SERVQUAL in four
major sectors of the travel and tourism
industry: airline, hotel, restaurant, and ski
area services. They found that the most
important expectations service dimensions
were reliability and dimensional structure and
demonstrated the usefulness of the
SERVQUAL instrument.
Convenience: Ability to provide the service
of the hotel.
In this study, the service quality was
measured using the SERVQUAL model as a
foundation with five dimensions named:
tangibles, adequacy in service supply,
convenience, understanding and caring,
assurance.
The results from the previous researches
found in the literature above showed that
caution should be taken in efforts to
improving service quality in the hotel
industry. Since in the hotel industry, hotel
setting, some of the service quality
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In this study, the main objectives are:
SERVQUAL instrument served as
foundation for development of questionnaire.
Some attributes were reworded to make them
more applicable for hotel setting. The guests
were asked to rate the attributes on a five-
point scale, (1) indicating “much worse than
my expectations” and (5) indicating “much
better than my expectations” to capture the
objective of this study. The second part of the
questionnaire contained questions related to
socio-demographic data of the respondents.
As will be discussed later on, the statistical
technique that was used to analyze the data
collection is Statistical Package for the Social
Sciences (SPSS).
a
To prove that the adapted SERVQUAL model
can be applied to measure the service quality.
To compare the guests‟ expectations and
perceptions on service quality of business hotels
To indicate the priority service quality
dimension based the business hotels guests‟
expectations and perceptions.
Based on literature review and the objective
of this study and to investigate the relative
importance of the five service factors in
predicting overall quality, the hypothesis is
shown below:
Hypothesis: the five dimensions of service
quality positively affected the overall
service quality.
Finding and discussion:
Methodology
Table 1 shows the demographics of the
respondents. As can be seen from Table 1, the
gender distribution was 43.5% male, 56.5%
female. The majority of respondents were
married (72.3%). The highest proportion of
the respondents fell into the 35 – 44 years old
group (54.7%). The highest frequencies were
self – employed (73.7%), followed by
Executive/ Manager (13%) and others
(13.3%). As we can see that there are 13.3%
of the respondents are foreigners who stayed
in the Business hotels, 37.2% of them are
from the Northern Taiwan, up to 41.8% of the
respondents are from Central Taiwan and the
rest of them are from southern Taiwan. The
question on the educational level of guests
showed that 55.8% of the respondents
finished a bachelor degree and 19.6% of them
had a post-graduate education. About the
respondents‟ frequency of stay at the hotels, a
major part of the respondents reported that
they stayed at the hotels once or twice a year
(82.5%) and most of them just stay at the
hotels 2 – 7 nights each time. 83.9% of the
respondents stayed at the hotel with their
business deal.
In this chapter a research model was
established. It describes the research
instrument; participants of the study,
explanation of the selected method for
hypothesis, data gathering and data analysis.
The target population of the survey was all
the guests who stayed in the business hotels in
southern Taiwan. For this study, non-
probability
sampling
specifically,
convenience sampling was applied for the
survey. As Cavana et al. (2001) said that
“convenience sampling is most often used
during the exploratory phase of a research
project and is perhaps the best way of
collecting basic information quickly and
efficiently”. The questionnaire consisted of
two parts: The first part was designed to
measure the guests‟ perceptions of the hotel
as compared to their initial expectations. The
relevant literature, survey instruments
developed by past studies, and others
information from academy and industry
provided the basic for developing the first
part of the questionnaire. After a review of
literature, 22 service quality attributes were
developed in the questionnaire. The
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Table 1: Profile of respondents (n=285)
Characteristics
Frequency
Valid Percent (%)
Gender
Male
Female
124
161
43.5
56.5
Marital status
Single
Married
Others
Age
79
206
0
27.7
72.3
0
18-24 years
25-34 years
35-44 years
45-54 years
55-64 years
65 and above
Occupation
13
67
156
49
0
4.6
23.5
54.7
17.2
0
0
0
Executive/ Manager
Self – employed
Blue – collar worker
Student
Retired
Housewife
37
210
2
16
10
8
13.0
73.7
0.7
5.6
3.5
2.8
Others
2
0.7
Nationality
I am not Taiwanese
38
13.3
37.2
41.8
7.7
I am from Northern Taiwan
I am from Central Taiwan
I am from Southern Taiwan
The level of education
106
119
22
Elementary
0
0
Junior High School
Senior High School
Bachelor‟s degree
Master‟s degree
Doctorate degree
Purpose of visit
0
0
70
159
56
0
24.6
55.8
19.6
0
Business
Tourism
Others
239
41
5
83.9
14.4
1.8
Frequency of stay at hotel
Seldom
Once a year
Twice a year
Three times a year
Four times a year
Five or more times a year
Duration of stay at the hotel
44
127
108
4
2
0
15.4
44.6
37.9
1.4
0.7
0
Overnight
17
6.0
2 -7 Nights
More than a week
258
10
90.5
3.5
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Table 2: Descriptive Analysis of the Variables (n=285)
Attributes
Mean
Overall
Standard
Mean
deviation
Tangibles
4.2775
The hotel, in general
4.14
4.14
4.34
4.49
.574
.618
.65
The hotel facilities
The appearance of hotel employees
The appearance of hotel facilities
Assurance 4.19
.614
The trustworthiness of hotel employees
The safety on transacting with hotel employees
The way hotel employees treat customers
The adequate support of the hotel to
employees to do their job well
Adequacy in service supply
4.31
4.27
4.15
4.03
.663
.696
.616
.668
4.443
The hotel service rendered to guests
The promptness of hotel employees
in answering your request
4.45
4.53
.546
.585
The accuracy of services provided by the hotel
The hotel employees‟ willingness to help the guests
The hotel employees‟ availability to guests
The hotel‟s accuracy in keeping records
Understanding and caring
4.37
4.29
4.42
4.60
.570
.553
.620
.582
4.212
The hotel employees‟ knowledge
in providing information
4.63
4.15
4.05
4.01
4.22
.672
.776
.788
.710
.644
The friendliness of hotel employees
towards guests
The hotel employee‟s understanding
of guest‟s needs
The individual attention given to guests
by hotel employees
The hotel‟s flexibility to guests‟ demands
Convenience
4.203
The hotel‟s accessibility
4.26
4.15
4.20
.520
.629
.478
The hotel information accessibility
The ability of the hotel to handle guest complaints
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As shown in Table 2, a total of 285
respondents have answered all attributes of
the service quality model. The respondents
gave the mean score of the factor equal to
4.265. The calculated mean of each factor of
the service quality model were Tangibles
(4.2775), Assurance (4.19), Adequacy in
service supply (4.443), Understanding and
Caring (4.212), and Convenience (4.203).
This table also showed mean score of each
attribute. For instance, the highest mean score
of Tangibles was the appearance of hotel
facilities (4.49) and the lowest included two
attributes: the hotel in general and the hotel
facilities (4.14). The highest mean score of
Assurance was the trustworthiness of hotel
employees (4.31) and the lowest was the
adequate support of the hotel to employees to
do their jobs well (4.03). The highest score of
Adequacy in service supply was the hotel‟s
accuracy in keeping records (4.6), while the
lowest was the hotel employees‟ willingness
to serve guests (4.29). For the mean score of
Understanding and caring, the highest score
was the hotel employee‟s knowledge in
providing information (4.63) and the lowest
was the individual attention given to guests
by hotel employees (4.01). As we can see
from the table the highest mean score of
Convenience was the hotel‟s accessibility
(4.26) and the lowest for it was the hotel
information accessibility (4.15).
of the questionnaire. In the reliability test,
data were analyzed using SPSS 18. The tests
were conducted for each attribute and the
reliability of measurement was assessed
through the Cronbach‟s Alpha test.
Cronbach‟s Alpha is a reliability coefficient
that indicates how well the attributes in a set
are positive correlated to one another. The
closer Cronbach‟s Alpha is to1, the higher the
The Cronbach‟s Alpha test results are
presented in Table 3. The Cronbach‟s Alpha
values of all attributes except for Tangibles
and Assurance vary from 0.765 to 0.839
which is satisfied the acceptable Cronch‟s
Alpha criterion of 0.7Nunnally (1978). On the
other hand, there are two factors showed
lower level of the Cronbach‟s Alpha score but
are still accepted. Pedhazur&Schmelkin
(1991) suggested that values over 0.50 are till
acceptable.
To investigate the structure validity of the
questionnaire, Table 4 shows the results of the
validity test. The face and content validity of
the scale was established by conducting pilot
studies. The attributes of the scale were pre-
tested by selected hotel guests, for wording,
question sequence and wording of the
questions. Necessary changes were made
based on the recommendations after these
reviews before it was considered ready to be
distributed as the final survey. The correlation
is significant and the Pearson correlation is
greater than R Table (R=0.12215) based on
the statistic then the attributes are valid.
Based on the result of the test, all items
passed the convergent and discriminate
validity tests. It indicated this study may
proceed to estimate the research model.
The reliability and validity of the
measurement model is necessary to secure the
fit of the measurement model to the data.Hair
the degree of consistency between multiple
measurements of a variable”. Reliability test
is very important to measure the consistency
Table 3: The Cronbach’s Alpha Test Result of Each Attribute
Factors
Number of Attributes
Cronbach‟s Alpha
Tangibles
Assurance
Adequacy in service supply
Understanding and caring
Convenience
4
4
6
5
3
.565
.589
.776
.839
.765
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Table 4: Discriminate Validity Test Results (n=285)
Factors
Number of
Validity
Significance
Attributes
Tangible
Assurance
Adequacy in service supply
Understanding and caring
Convenience
4
4
6
5
3
*Correlation is significant at the 0.000 level
**Correlation is significant at the 0.01 level
Table 5: The Results of Regression Analysis, the Relative
of the Five Service Factors in Predicting Overall Quality (n=285)
StandardizedCoefficients
t-values
Sig.
Independent Variables
(Beta)
(Constant)
X1: Tangible
X2: Assurances
X3: Adequacy in service supply
X4: Understanding and caring
X5: Convenience
1.857
2.151
6.011
5.521
5.872
18.776
.064*
.032*
.000*
.000*
.000*
.000*
.215
.076
.649
.205
.191
Dependent Variables: Overall assessment (overall service quality).
Independent variables: Five service quality factors.
*Significant at p<0.05level.
A regression analysis was used to investigate
the relative importance of the five service
factors in predicting overall quality. Table 5
shows the results of regression analysis in
which the five service quality factors used as
independent variables and overall service
quality as dependent variable to test whether
there is a positively affected between the five
service quality dimensions and the overall
service quality. The hypothesis is to test the
positively affected of the five service quality
dimensions to the overall service quality. The
hypothesis was accepted.
positively affected the respondents‟ overall
evaluation of service quality.
An examination of t-value for the five service
quality factors indicated that the most
important factor in predicting guests‟ overall
service quality evaluation was “adequacy in
service supply” followed by “tangible”. It
appears that the Business hotels should make
more efforts to improve its service quality
along these three critical factors which are
Assurances, understanding and caring,
convenience.
Conclusion
This study was designed with two objectives:
(1) investigate the service quality perceptions
compare to their expectations of Business
hotels‟ guests and search for the additional
dimensions, identified by the guests that
should be included in the service quality
model (adapted SERVQUAL) and (2)
determine the priority of improvement of each
specific attribute for the guests of the
Business hotels in the cities of Chiayi and
Tainan, Taiwan. The test for the five service
quality factors indicated that the most
According to the results of regression analysis
shown in Table 5, the five service quality
factors together explained 83.2% of the
variance in the evaluation of overall service
quality, which was significant as indicated by
the F-value. The significance values of all
five factors were less than the significant
level of 0.05 (based on the result of Table 5).
The results indicated that the regression
model was statistically significant and that the
five service quality factors in this study
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important factor in predicting guests‟ overall
service quality evaluation was “Adequacy in
service supply” followed by “Tangibles”. It
appears that the Business hotels should make
more efforts to improve its service quality
along these three critical factors which are
tangibles, understanding, and caring and
assurance which the hotel guests have more
expectations on. Identifying accurately the
specific expectation and perception of the
guests, the dimensions of the service quality
around which guests make their quality
evaluations, and theirs relative importance for
the guests carries vital importance in quality
improvement efforts (Asubonteng et al.,
1996). Having knowledge about these areas
would definitely help mangers in the
challenge of improving the service quality in
the hotel industry. The findings of this study
confirmed the five dimensions of adapted
SERVQUAL but some of the dimensions
were different from the original one. The five
service quality dimensions in this study were
named tangible, assurance, adequacy in
service supply, understand and caring,
convenience. This study also confirmed that
even though the SERVQUAL scale is very
useful concept to measure the service quality
but it still needed to be adapted for specific
service segments. The finding of this study
indicated that the most important factor in
predicting business guests‟ overall service
quality evaluation was “Adequacy in service
expectations and perceptions of respondents
measures cannot both be administered at the
same time. Another limitation is that the
questionnaire used in this study did not
include enough general questions, which is
allowed respondents to summarize their
overall experience. The questionnaire
included only questions to compare overall
service quality perceptions of the respondents
and expectations. Future studies should try to
utilize two-phase approach to collect the data
from the guest, administering the expectation
section in advance of their stay then
perception section following their stay, to
have a better idea about the validity of the
questionnaire for future researches, additional
questions measuring customer satisfaction
and behavioral intentions could be included,
and include such questions as dependent
variables. This study only was conducted for
only business hotels in Southern of Taiwan.
Future studies could enlarge the scope of the
study by covering more hotels to generate
segment-specific data and also be extended to
other classes of accommodation, such as
resorts, bed and breakfast motels, etc. Future
researches may also look at whether the
findings of this research differ by countries.
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TÓM TẮT
CHẤT LƢỢNG DỊCH VỤ TRONG NGÀNH KHÁCH SẠN
SỬ DỤNG SERVQUAL THÍCH HỢP - NGHIÊN CỨU TRƢỜNG HỢP
KINH DOANH KHÁCH SẠN TẠI THÀNH PHỐ CHIAYI VÀ TAINAN
Trƣơng Thị Hằng*
Khoa Quốc tế - ĐH Thái Nguyên
Vai trò của chất lựong dịch vụ trong sự thành công của kinh doanh khách sạn là một trong những
yếu tố quan trọng hàng đầu. Nó rất quan trọng cho các nhà quản lý khách sạn để hiểu đƣợc chính
xác khách hàng của họ muốn gì. Xác định đƣợc những kỳ vọng của khách hàng, những yếu tố của
chất lƣợng dịch vụ và tầm quan trọng của từng lĩnh vực cụ thể trong ngành quản lý khách sạn sẽ
giúp các nhà quản lý trong nhƣng thách thứcvề việc cải thiện chất lƣợng dịch vụ. Mục đích của
nghiên cứu này: để chỉ ra rằng mô hình SERVQUAL cải tiến có thể áp dụng cho việc đo lƣờng
chất lƣợng dịch vụ, so sánh kỳ vọng và nhận thức về chất lƣợng dịch vụ của ngành khách sạn. Kết
quả của nghiên cứu này đựơc sử dụng nhƣ một hƣớng dẫn cho các nhà quản lý khách sạn để cải
thiện chất lƣợng dịch vụ.
Từ khóa: servqual, chất lượng dịch vụ, kinh doanh khách sạn
Ngày nhận bài:13/3/2014; Ngày phản biện:15/3/2014; Ngày duyệt đăng: 25/3/2014
Phản biện khoa học: PGS.TS Đỗ Anh Tài – Đại học Thái Nguyên
* Tel: 0976 369889, Email: hangtruongvp0908@gmail.com
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