A study of service quality dimensions of budget hotels in Kota Kinabalu

This study is about service quality dimensions that affect customer satisfaction in budget hotels in Kota Kinabalu.The objective of this study is to investigate the relationship between service quality and customer satisfaction. Besides that, this study also seek to determine whether moderating vari...

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Main Author:	Fong, Yee Shin
Format:	Thesis
Language:	English
Published:	2007
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/6339/1/mt0000000142.pdf
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record_format	uketd_dc
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Fong, Yee Shin A study of service quality dimensions of budget hotels in Kota Kinabalu
description	This study is about service quality dimensions that affect customer satisfaction in budget hotels in Kota Kinabalu.The objective of this study is to investigate the relationship between service quality and customer satisfaction. Besides that, this study also seek to determine whether moderating variables (age, nationality and past experience) will affect the relationship between service quality dimensions and customer satisfaction. The research questions measured based on SERVQUAL model (Parasuraman et.al. ,1988).The service quality dimensions include tangibles, reliability, responsiveness, assurance and empathy. A survey was conducted among budget hotel guests that stayed in all 24 budget hotels in Kota Kinabalu. A total of 201 usable questionnaires were collected for this study. This findings confirmed that perceived service quality dimensions have significant positive effect on customer satisfaction in the budget hotels industry in Kota Kinabalu. Eventhough, there is a positive relationship, not all of the five service quality dimensions are significant in their relationships. It is found that reliability, assurance and empathy have significantly influence on customer satisfaction. Interestingly, this study discovered that tangibles and responsiveness are not regarded as significant to determine customer satisfaction. The results also shows that the past experience (moderating variable) has significant relationship between service quality and customer satisfaction whereas age and nationality do not have significant influence on service quality and customer satisfaction. For practitioners, it is worth noting that tangible and responsiveness is not an important service quality dimensions for guests to stay in the budget hotels. Kota Kinabalu is an emerging market for tourism industry. It is suggested that the budget hotels operators need to pay more attentions to emphasize on these significant underlying service quality dimensions as well as past experience to enhance customer satisfaction and customer loyalty; in order to maximize budget hotels profit for the future.
format	Thesis
qualification_level	Master's degree
author	Fong, Yee Shin
author_facet	Fong, Yee Shin
author_sort	Fong, Yee Shin
title	A study of service quality dimensions of budget hotels in Kota Kinabalu
title_short	A study of service quality dimensions of budget hotels in Kota Kinabalu
title_full	A study of service quality dimensions of budget hotels in Kota Kinabalu
title_fullStr	A study of service quality dimensions of budget hotels in Kota Kinabalu
title_full_unstemmed	A study of service quality dimensions of budget hotels in Kota Kinabalu
title_sort	study of service quality dimensions of budget hotels in kota kinabalu
granting_institution	Universiti Malaysia Sabah
granting_department	School of Science and Technology
publishDate	2007
url	https://eprints.ums.edu.my/id/eprint/6339/1/mt0000000142.pdf
_version_	1747836324563386368
spelling	my-ums-ep.63392017-10-11T02:35:02Z A study of service quality dimensions of budget hotels in Kota Kinabalu 2007 Fong, Yee Shin HF Commerce This study is about service quality dimensions that affect customer satisfaction in budget hotels in Kota Kinabalu.The objective of this study is to investigate the relationship between service quality and customer satisfaction. Besides that, this study also seek to determine whether moderating variables (age, nationality and past experience) will affect the relationship between service quality dimensions and customer satisfaction. The research questions measured based on SERVQUAL model (Parasuraman et.al. ,1988).The service quality dimensions include tangibles, reliability, responsiveness, assurance and empathy. A survey was conducted among budget hotel guests that stayed in all 24 budget hotels in Kota Kinabalu. A total of 201 usable questionnaires were collected for this study. This findings confirmed that perceived service quality dimensions have significant positive effect on customer satisfaction in the budget hotels industry in Kota Kinabalu. Eventhough, there is a positive relationship, not all of the five service quality dimensions are significant in their relationships. It is found that reliability, assurance and empathy have significantly influence on customer satisfaction. Interestingly, this study discovered that tangibles and responsiveness are not regarded as significant to determine customer satisfaction. The results also shows that the past experience (moderating variable) has significant relationship between service quality and customer satisfaction whereas age and nationality do not have significant influence on service quality and customer satisfaction. For practitioners, it is worth noting that tangible and responsiveness is not an important service quality dimensions for guests to stay in the budget hotels. Kota Kinabalu is an emerging market for tourism industry. It is suggested that the budget hotels operators need to pay more attentions to emphasize on these significant underlying service quality dimensions as well as past experience to enhance customer satisfaction and customer loyalty; in order to maximize budget hotels profit for the future. 2007 Thesis https://eprints.ums.edu.my/id/eprint/6339/ https://eprints.ums.edu.my/id/eprint/6339/1/mt0000000142.pdf text en public masters Universiti Malaysia Sabah School of Science and Technology Alexandris, K., Nikos, D. and Dimitra M., 2002. Behavioral Intentions explained by Service Quality Dimensions in Hotel Sector in Greece. Journal of Managing SeNice Quality. 12(4): 224-231. Anderson, E.W. and Fornell, C.1994. A Customer Satisfaction Research Prospectus, in Rust, R.T and Oliver (eds). SeNice Quality: New Directions in Theory and Practice. pp.241-268. Anton, J., 1996. 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A study of service quality dimensions of budget hotels in Kota Kinabalu

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