Customer satisfaction in four star Isfahan hotels: an
application of SERVQUAL model

Abstract: Rsearch findings show that tourist industries have turned into one of the
most profitable sources of income throughout the world especially in the
last decade of the seconde millennium.
Interestingly, this phenomenon holds clear promises for many countries
which have suffered from the dwindling and erratic functioning of the oil
market. As such, hotel industry-as one of the vital infrastructures of
tourism is playing a very significant role in the economy of countries in the
modern era. Consequently, the present research aims to investigate the
customer satisfaction, in application of SERVQUAL model among the two, four
star hotels in Isfahan, (Aseman as type A and Aliqapoo as type B) which were
chosen as the two sample hotels, among all the four star hotels.
To achieve this end, this study has enlisted a field-descriptive survey
design. The instrument for collecting the data was a resercher-developed
questionnaire containing fifty questions. Form 195 questionnaires
distributed among the guests in different hotels of Isfahan, a sample of 170
was returened. SPSS software was utilized for analyzing the obtained data at
both descrivptive and inferential statistical levels. The findings revealed
that hotel guests' perceptions of the offered services was below the
expected average level-an index indicating that none of these hotels in
Isfahan has an optimal service quality. The results differentiated between
hotel A and B. In fact, the quality of services at Aseman hotel (A) was to
some extent slightly better than that of the Aliqapoo hotel (B).
Unfortunately, the overall quality of these hotels did not match the optimal
standards expectd by the guests at all.