Service quality, image and loyalty towards Malaysian hotels

Topics: ISO 9000, Hotel, Dimension Pages: 15 (5959 words) Published: August 24, 2014
Int. J. Services, Economics and Management, Vol. X, No. Y, xxxx

Service quality, image and loyalty towards Malaysian
hotels
Tat-Huei Cham*
Faculty of Accountancy Management,
Universiti Tunku Abdul Rahman,
Bandar Sungai Long, 43000 Kajang, Selangor, Malaysia
E-mail: jaysoncham@gmail.com
*Corresponding author

Yalini Easvaralingam
Faculty of Business, Communications and Law,
INTI International University,
71800 Putra Nilai, Negeri Sembilan, Malaysia
E-mail: yalini.easvaralingam@newinti.edu.my
Abstract: The rapid growth of the hotel industry in the first decade of the 21st century forced hotel operators to critically acknowledge the importance of service improvement in order to gain competitive advantage. Therefore, identifying the factors that influence the quality of services of hotels is critical for the success of the hotels. Corporate image and customer loyalty should also be emphasised to ensure the sustainability of the hotels in this competitive industry. Hence, this study is conducted to discover the factors influencing perceived service quality of Malaysian hotels, as well as exploring the relationship between perceived service quality with customer loyalty and corporate image. Additionally, this study is one of the few studies on quality certification related to the demand perspective and also on the mediating role of image on the relationship between service quality and loyalty in the hotel industry.

Keywords: service quality; customer loyalty; corporate image; quality certifications; International Organization for Standardization; ISO; cultural differences; Malaysia.
Reference to this paper should be made as follows: Cham, T-H. and Easvaralingam, Y. (xxxx) ‘Service quality, image and loyalty towards Malaysian hotels’, Int. J. Services, Economics and Management, Vol. X, No. Y, pp.000–000.

Biographical notes: Tat-Huei Cham is currently a PhD candidate at the Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Malaysia. His research interests focus on service industry strategy and operations, consumer behaviour, service marketing and organisational behaviour.

Yalini Easvaralingam is a Senior Lecturer at the Faculty of Business, Communications and Law, INTI International Laureate University, Malaysia. Her research interests focus on marketing, higher education and statistics.

Copyright © 200x Inderscience Enterprises Ltd.

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T-H. Cham and Y. Easvaralingam
This paper is a revised and expanded version of a paper entitled ‘Perceptions of service quality, corporate image, and customer loyalty in the hotel industry of Malaysia’ presented at the Second International Research Symposium in Service Management (IRSSM-2), Yogyakarta, Indonesia and 26–30 July 2011.

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Introduction

The Malaysian hotel industry, a highly competitive industry, with 2,085 players in the market (Malaysian Association of Hotels, 2010), compels its players to strive towards excellence in delivery in order to remain at the forefront. Economic development and advancement in technology bring forth an improved standard of living, intensifying demands by the domestic and international markets (Atilgan et al., 2003). Thus, the quest to stay ahead can only be achieved with first class delivery of services. This has called upon many studies to be conducted on service quality in the Malaysian hotel industry (e.g., Lau et al., 2005; Sidin et al., 2001). For this study, the SERVQUAL model by Parasuraman et al. (1988) is utilised. This model consists of five dimensions of service quality, which will be discussed later. The ratings on these dimensions were examined in order to identify the problem areas and a comparison by quality certification and cultural differences was conducted. It is envisaged that the International Organization for Standardization (ISO) quality certification on hotels is deemed to have an impact on the services provided by hotels. Only few studies however, have incorporated...

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