Front Office Customer Satisfaction

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MASTER'S THESIS
The role of standard service quality in front office of five star hotels in Tehran in order to satisfy customers

Nina Bashirian Tina Majdpuor

Master program Business Administration

Luleå University of Technology Department of Business Administration, Technology and Social Sciences

Master Thesis, Continuation Courses Tourism and Hospitality Management Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce

The role of standard service quality in front office of five star hotels in Tehran in order to satisfy customers. Supervisors: Prof. Tomasevic Prof.kamran Mohammadkhani

By: Nina Bashirian and Tina Majdpour

April 2011
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Abstract:
The present research attempts to illuminate the role of service quality in creation of satisfactory guest experience in the five star hotels in Tehran. Four five star hotels of Parsian group namely, Esteghlal, Laleh, Espinas and Homa hotel in Tehran were selected for the present research, and opinions of the hotels’ guests were sought for assessing the perception of the guests in five primary dimensions of service quality. The role of standard operation procedure in the front office was also assessed and its connections to service quality, business excellence and customer satisfaction were identified. The research found that majority of the hotel customers were satisfied with the indicators of service quality dimensions of tangibility, responsiveness, reliability, assurance, and empathy, however there were different ranks of guests’ satisfaction among various nationalities as well as different rate of satisfaction among different hotels. Specific applicable suggestions were at last represented in the context of service quality of hotel front offices.

Key words: Service quality, customer satisfaction, standard operation procedure, front office structure and staffing, business excellence.

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Acknowledgment

We would like to thank those who helped us to accomplish the task. Constructive guidance and patience of these people truly directed us to conduct the research. We truly thank Professor Tomasevic who kindly responded our emails and provided us with valuable tips and pieces of advice. Moreover we should thank Dr. Mohammadkhan, Dr.Amiri, and Dr. Namvar who kindly led us through the process of writing and developing the project, especially in the domain of empirical research in which we were at the infancy stage and were not able to pave our way lonely. We should also thank INSTROCT staff as well as our families for being so patient and helpful.

Nina Bashirian and Tina Majdpour August, 2011.

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Table of contents:

Abstract…………………………………………………………………………….. page 6 Acknowledgements………………………………………………………………….…. 7 Table of the contents…………………………………………………………………... 8

Chapter 1: Introduction
1.1- Introduction......................................................................................................................11 1.2- Problem statement……………………………………………………………………....11 1.3- The significance of the research.......................................................................................11 1.4- Research objective……………………………………………………………….….…..12 1.5-Research questions…………………………………….....................................................13

Chapter 2: review of literature
2.1- Introduction………………………………………………………………….….…….....14 2.2- Definition of service quality and component of service quality. ……………………….14 2.3- Definition of standard operation procedures and dimensions of standard operation procedures in general and specifically in hotel front office………………………………….21 2.4- Review of Conducted research on five stars hotel front office structure, job description and job analysis of front office positions, standard operation procedure documents concerning front office positions…………………………………………………………………………26 2.5- Links between Standard operation procedure, business excellence and...
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