Report On Service Quality Of Remington Hotel

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Report on Service Quality of Remington Hotel
Introduction
The concept of quality holds a central place in the hotel industry where servicing is the main part of the business. Lewis and Booms (1983) commented that service quality is “a measure of how well the service match with the customer expectations” on a consistent basis. Parasuraman et al (1985, p. 42) stated, “Quality is an elusive and indistinct construct” Quality is comparison between expectation and performance.
Parasuraman et al (1988) introduced Gap model and SERVQUAL for measuring the service quality. Expectancy-disconfirmation theory postulates that customer forms their satisfaction with a service as a result of subjective comparison between their expectation and perceptions (Oh 1999, pp. 68-70).
In this case study, the author will investigate the gaps in the service quality in Remington Hotel. The five main dimensions of the services will be measured on SERVQUAL scale to understand where gaps exist between expectation and perception of the customers. The author will also discuss reasons behind gaps and recommendations.

Gaps in service quality as observed from Spenser’s complaint Knowledge gap (Gap 1)
The non- availability of hotel’s airport facility in night hours was a simple expectation of Mr. Spencer, which was not fulfilled. The gap visibly exists in knowledge of the Remington Hotel management who does not understand what service a customer expects from the hotel’s airport facility in night hours. A customer with delayed flight will expect airport facility to safely pick up the guests from airport to the hotel. Parasuraman et al (1985, pp. 42-45) described this as Gap 1 - a gap between consumer expectation and management perception of those expectation. The absence of physical facility is a tangible evidence of incompetent service quality of the hotel. Knowledge gap can be due to incorrect market research, lack of feedback and too many organizational layers (Grzinic 2007, pp. 86-89).



References: Blešić, I, Ivkov-Džigurski, A, Dragin, A, Ivanović, L and Pantelić, M 2011, ‘Application of Gap Model in the Researches of Hotel Services Quality’, TURIZAM, Volume 15, Issue 1, pp. 42-52. Boon-itt, S 2012, ‘Measuring Service Quality Dimensions: An Empirical Analysis of Thai Hotel Industry’, International Journal of Business Administration, Published by Sciedu Press, Vol. 3, No. 5, pp. 52-54. Briggs, S 2007, ‘Are hotels serving quality? An exploratory study of service quality in the Scottish hotel sector’, Tourism Management, Elsevier, Volume 28, Issue 4, pp. 1006–1019. Dominici, G 2010, ‘Customer Satisfaction in the Hotel Industry: A Case Study from Sicily’, International Journal of Marketing Studies, Published by Canadian Center of Science and Education, Vol. 2, No. 2, pp. 3-4. Grzinic, J 2007, ‘Concepts of Service Quality Measurement in Hotel Industry, EKON, MISAO PRAKSA DBK, GOD XVI, BR. 1, pp. 86-89. Lewis, RC & Booms, BH 1983, “ The Marketing Aspects of Service Quality”, in Emerging Perspective on Services marketing , L Berry, G Shostack and G Upah, Chicago American Marketing, pp. 99-107. Mola, M and Jusoh, J 2011, ‘Service Quality in Penang Hotels: A Gap Score Analysis’, World Applied Sciences Journal, Vol. 12 (Special Issue of Tourism & Hospitality), pp. 19-24. Oh, H 1999, ‘Service quality, customer satisfaction, and customer value: A holistic perspective’, International Journal of Hospitality Management, Vol. 18, pp. 67-82. Parasuraman, A, Zeithaml, VA & Berry, LL 1985,‘A Conceptual Model of Service Quality and Its Implications for Future Research’, Journal of Marketing, Vol. 49, pp. 41-50. Valdani E 2009, ‘Cliente & Service Management’, Egea, Milan.

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