This essay discusses that service quality in the hospitality industry and hotels specifically has been an area of great research interest. Research has shown importance of service quality. Parsuraman et al. indicated that service quality of hotels is both a significant differentiator and the most aggressive weapon possessed by them. Leading organizations in the hotel industry ensure to put up a high level of service quality over their competitors for over large durations of time. The relationship between service quality and customer loyalty has been of great interest. Researchers have also investigated the relationship between customer loyalty and the complaints received from the customer. Heskett et al. define customer loyalty as repeated purchasing by the same customer and their willingness to recommend the product/service to other customers without any outright benefits. High customer loyalty is beneficial to the organization as it reduces the firms’ marketing costs and increases its market share. There can be various reasons of a customer being loyal to a hotel. While some might be loyal because of lack of options, others might face the problem of high cost of switching. Wong and Sohal in their research found that there is a positive relationship between service quality and customer loyalty in the retail trade. Researchers have concluded that service quality is positively related to behavioural outcomes including word-of-mouth, complaints, recommendations and loyalty. Measurement of the service quality expectations of service organizations is primarily done by using the tool SERVQUAL or its variants. Babakus & Boller (1992) and Carman (1990) found that amongst the hotel customers, the most important service quality dimensions are: assurance, reliability and tangibles. Many further studies (Saleh & Ryan, 1999; Fick & Ritchie, 1991) suggested the absence of any significant differences among the rankings of any of the five dimensions. The application of Servqual to two fine dining restaurants revealed the emergence of assurance, and reliability as importance expectations of the customers, and tangibles as the least important (Lee & Hing, 1995). Gabbie and O’Neill (1997) in their research in the hotel sector found that reliability and assurance were the most important
The researcher will be seeking out answers to the following questions: Does improved service quality lead to high customer satisfaction? Does improved service quality lead to high customer loyalty? Does improved service quality lead to positive word-of-mouth?…
Research findings conclude that high quality conscious buyers will always opt for best quality commodities. Consumers are said to purchase products which are heavily advertised, of popular brands and only shop at the selected shops or stalls. These individuals are said to have the perception that the price of a product is directly proportional to its quality, thus the higher the price the better quality.
Implications of branding strategies and their influence on consumer behaviour are also examined. International marketing environment International marketing is “marketing in an internationally competitive environment, whether the market is home or foreign” (Cherunimal, 2010, p.1).
In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product.
According to Bansal and Voyer, Word of Mouth can be considered as one of the most credible forms of advertising.Since service purchases are considered more risky than product purchases, Bansal and Voyer investigated the processes involving WOM in a service purchase context. This report critically reviews the Bansal and Voyer article.
In the present generation, the organizations faces significant problem dealing with the rate of employee turnover. As employee turnover incurs high amount of cost for the organizations, so it has been an important matter of study. Studies reveal that one of the key factors which force the employees to leave the organizations is the job satisfaction
Service provided to the customer gets assessed with the aim of improving service and ensuring customer satisfaction. There is a strong relationship between service quality and the behavior of customers in the retail banking sector. Service quality can get measured by identifying the between customers expectations and perceptions of the performance of service.
Since then, companies have began to appreciate the importance of catering to the needs of consumers; particularly those who appear to be satisfied with the services they receive as first time customers. Customer satisfaction is particularly important for service producing firms as the service becomes the actual products that is being marketed to the client(s).
Communication is key for any organization as it promotes clarity of direction for all employees in an organization. Communication makes all employees feel like they belong since they are included in the decisions of the organization, and so