Satisfaction level of hotel customers
in Iran: case of Parsian Esteghlal Hotel
Abstract: Nowadays, success of every company or organization lies beneath the
satisfaction of their customers. This is especially obvious in hospitality
sector. The success of a company active in hospitality environment has a
direct relationship with their ability to satisfy their customers. Hotels,
as one main important sector of hospitality environment, will use their
customers if they walk out the door dissatisfied. In this situation they
will not go back to the hotel and they will not suggest the hotel to their
friends. This means losing customers and failure of the company (hotel).
Increasingly customers are demanding added values for the money they are
spending for their stay at a hotel. They do expect appropriate price and
quality services from the staff of the hotel. They continuously compare
the price and quality of different hotels with each other. In order for a
hotel to gain market share and success, hotel corporations need to review
the way they are currently offering their services. The Parsian Esteghlal
Hotel is no exception to this rule. Dominated, as it is, by semi-state
owned operated establishment, it seems that the hotel has been somewhat
backward in its approach to both service quality and customer care over the
years.
This thesis presented here measures the gap between customer expectation
and perception of the services offered by staff of the hotel.
SERVQUAL instrument has been used as a tool to measure this gap which shows
the level of customer satisfaction from the services offered at the hotel.
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