Perceptions of Quality and Expectations of Hotel Services

Abstract

This work presents the results of a study completed in the Hotel Industry, in the city of Natal, Brazil. Natal receives more than 2 million visitors per year and is also one of the cities with the largest numbers of tourist vacancies in the country, approximately 23,000. The objective of this work is to analyze the level of guest satisfaction from the gaps existing between the expectations and the perception of service received at hotels. Through questionnaires, 1440 guests from 6 hotels of the hotel network, falling into tourist categories, superior and luxury. The sample plan established two collection phases; the first in which guests were interviewed before checking into the hotel and secondly at check out. The study revealed that the majority of respondents traveled by airplane and came with tourism as their objective. The results suggest that there was a slight difference in the ranking of attributes, whether by category, or by hotel. The Spearman test confirmed that the expectations of the guests did not change significantly when the category of the hotel was changed. In the general evaluation by guests, from the gaps calculated, in thirteen of the attributes the performance of the hotels surpassed customer expectations.

Customer Experience Marketing (CEM), Customer Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in Jakarta Province

“…Based on the results of a descriptive study by Campos and Marodin (2012), customers show that 86% of customers dare to pay more just to get a memorable experience. Building a customer experience is one strategy to win the market.…”

“…Aspfors (2010) asserts that the most important aspect of a business is winning consumer loyalty. Consumers will be very happy if the services provided by entrepreneurs have diverse service attributes, this will also have an impact on the emergence of buying interest and the perception of good service quality in the eyes of consumers (Markovic, S, Raspor and S, Segaric, 2010. The second strategy to be able to create hotel guest customer loyalty in Indonesia is by building quality relationships with consumers Campos and Marodin (2012) explained that hotel industry entrepreneurs must be able to work together through building relationships with consumers. Merisavo (2008) uses the following dimensions to measure consumer loyalty (1) Behavioral loyalty, including aspects of the purchase, use of products/services, visits to hotels, and recommending to others, (2) Attitudinal loyalty, including attitude towards the brand (brand attitude), brand image, consumer knowledge of the brand (brand knowledge), satisfaction, and perception of the service provided (service perceptions), (3) the ultimate goal of the success of a company in establishing a relationship with its customers is to form strong loyalty.…”

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“…While more than 86% of the results agreed to indicates that they do care about the integrity and transparency in their works and regarded as some basic fundaments of their job. The results for the reliability dimension are showed in the table (8), it illustrates that almost all responses agreed that they deny the promises they make to their customers, which considered as a very bad attitude toward the customers. Also, the majority of the respondents agree that they attempt to complete the service correctly at first time.…”

“…1 The service quality dimensions in hotels industry has been investigated by many researchers (Kotler, Armstrong, Saunders and Wong.,1999), )Al-Ammar, 2013), (Buell, 2014), (Naba, Mohamed, Norudin, and Siti Noraishah., 2012), (Campos & Marodin, 2012), (Maroco law for Kurdistan region has issued in 2006, and with publishing the oil and gas law in 2007, hundreds of foreign companies invested their money in many sectors, they setups branches and offices thus needed places for hospitality. Thus, the hotel industry in Kurdistan region improved and seen growth in the number of the hotels opened up every year with variety of service with different of service quality.…”