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
Tat-Huei Cham*
Faculty of Accountancy Management,
Universiti Tunku Abdul Rahman,
Bandar Sungai Long, 43000 Kajang, Selangor, Malaysia
*Corresponding author

Yalini Easvaralingam
Faculty of Business, Communications and Law,
INTI International University,
71800 Putra Nilai, Negeri Sembilan, Malaysia
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.



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.



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...

References: Andreassen, T.W. and Lindestad, B. (1998) ‘Customer loyalty and complex services, the impact of
corporate image on quality, customer satisfaction and loyalty for customers with varying
Asubonteng, A., McCleary, K.J. and Swan, J.E. (1996) ‘SERVQUAL revisited: a critical review of
service quality’, The Journal of Services Marketing, Vol
Atilgan, E., Akinci, S. and Aksay, S. (2003) ‘Mapping service quality in the tourism industry’,
Managing Service Quality, Vol
Brown, A. and van der Wiele, T. (1995) ‘Industry experience with ISO 9000’, Asia Pacific Journal
of Quality Management, Vol
Caro, L.M. and García, J.A.M. (2009) ‘Does ISO 9000 certification affect consumer perceptions of
the service provider?’, Managing Service Quality, Vol
Chan, E.S.W. and Wong, S.C.K. (2006) ‘Motivations for ISO 14001 in the hotel industry’, Tourism
Management, Vol
Claver, E., Tari, J.J. and Pereira, J. (2006) ‘Does quality impact on hotel performance?’,
International Journal of Contemporary Hospitality Management, Vol
Hair, J.F., Black, W., Babin, B., Anderson, R. and Tatham, R. (2010) Multivariate Data Analysis:
A Global Perspective, Pearson Education Inc., New Jersey, USA.
Hsu, C.H.C. and Kang, S.K. (2003) ‘Profiling Asian and western family independent travelers
(FITs): an exploratory study’, Asia Pacific Journal of Tourism Research, Vol
Kandampully, J. and Hu, H.H. (2007) ‘Do hoteliers need to manage image to retain loyal
customers?’, International Journal of Contemporary Hospitality Management, Vol
Kandampully, J. and Suhartanto, D. (2000) ‘Customer loyalty in the hotel industry: the role of
customer satisfaction and image’, International Journal of Contemporary Hospitality, Vol
Kinnear, P.R. and Gray, C. (2011) IBM SPSS Statistics18 Made Simple, Psychology Press, Hove
and New York.
Ladhari, R. (2009) ‘Service quality, emotional satisfaction and behaviour intentions: a study on
hotel industry’, Managing Service Quality, Vol
Lau, P.M., Akbar, AK. and Yong, G.F.D. (2005) ‘Service quality: a study of the luxury hotels in
Malaysia’, The Journal of American Academy of Business, Vol
Malay Mail (2010) Malaysia is the 9th Most Travelled Destination, [online] http://www.mmail.
Malaysian Association of Hotels (2010) Registers Hotels as at March 2011, [online] (accessed 25 May 2011).
Manrai, L.A. and Manrai, A.K. (2009) ‘Analysis of tourist behaviors: a conceptual framework
based on Hofstede’s cultural dimensions’, Journal of Economics, Finance and Administration
News Straits Times (2011) News: Tourism Facts and Figures, [online]
nst/articles/News_Tourismfactsandfigures/Article/ (accessed 12 March 2011).
Nguyen, N. (2006) ‘The collective impact of service workers and servicescape on the corporate
image formation’, International Journal of Hospitality Management, Vol
Nguyen, N. and LeBlanc, G. (1998) ‘The mediating role of corporate image on customers’
retention decisions: an investigation in financial services’, International Journal of Bank
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988) ‘SERVQUAL: a multiple-item scale for
measuring consumer perceptions of service quality’, Journal of Retailing, Vol
Quazi, H.A. and Padibjo, S.R. (1998) ‘A journey toward total quality management through ISO
9000 certification – a study on small and medium-sized enterprises in Singapore’,
Reisinger, Y. and Turner, L. (2003) Cross-Cultural Behaviour in Tourism: Concepts and Analysis,
Elsevier/Butterworth-Heinemann, Oxford.
Seth, N., Deshmukh, S.G. and Vrat, P. (2005) ‘Service quality models: a review’, International
Journal of Quality & Reliability Management, Vol
Shahin, A. (2005) SERVQUAL and Model of Service Quality Gaps: A Framework for Determining
and Prioritizing Critical Factors in Delivering Quality Services, Department of Management,
Sidin, S., Rashid, Md.Z.A. and Zainal, R.A.R.R. (2001) ‘Measuring customers’ perceived service
quality in hotel industry’, Pertanika Journal of Social Sciences and Humanities, Vol
Skogland, I. and Siguaw, J.A. (2004) ‘Are your satisfied customers loyal?’, Cornell Hotel and
Restaurant Administration Quarterly, Vol
Strandvik, T. and Liljander, V. (1994) ‘A comparison of episode performance and relationship
performance for a discrete service’, in Kleinaltenkamp, M
Tabachnick, B.G. and Fidell, L.S. (2001) Using Multivariate Statistics, 4th ed., Allyn & Bacon,
Needham Heights, MA.
Tepeci, M. (1999) ‘Increasing brand loyalty in the hospitality industry’, International Journal of
Contemporary Hospitality Management, Vol
Tsang, N.K. and Ap, J. (2007) ‘Tourists’ perceptions of relational quality service attributes: a
cross-cultural study’, Journal of Travel Research, Vol
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Quality of Service for Customers in Hotels Essay
  • Gaps model of Service Quality Essay
  • Report On Service Quality Of Remington Hotel Essay
  • Service Quality in the Public Service Essay
  • Training for improving service quality at Honda Essay
  • Essay on Logistics Service Quality: A New Way of Loyalty
  • A Study on the Effect of Service Content Quality and Service Delivery Quality, Leading to Loyalty in Online Banking System Essay

Become a StudyMode Member

Sign Up - It's Free