AN INTEGRATED SERVQUAL AND GAP MODEL IN EVALUATING CUSTOMER SATISFACTION IN BUDGET HOTELS IN NAIROBI COUNTY, KENYA
Date
2017Author
Njau, Florence Wanjiku
Mutungi, Mary Mutisya
Mutinda, Rayvisic
Metadata
Show full item recordAbstract
Increasingly, hotel industry has witnessed rapid growth in the 21stcentury and as result competition within the industry has
also intensified. This competition has been fueled by the preoccupation of service and interviews. Both descriptive and inferential statistics was used in data analysis. The study hypothesis was tested using a combination of tests comprising Pearson’s correlation, Regression analysis (ANOVA) and Chi-square. The study found positive relationships between manager’s perception of service quality and customer expectation that were significant at 0.000. It also found significant relationship between Management’s perception of what the customer expects and service design. The study found that all the extracted sub indicators of the independent variables had
a probability test value less than 0.05 (95%
confidence level). The study further found
out that tangibility (β=.132, p=. 0.203;
β=.130, p=.0.137; β=.049, p=.0.641) and
assurance β=.042, p=.0.673; β=.006, p=.
0.956; β=.038, p=.0.754; β=.106,
p=.0.337) had positive relationships with
customer satisfaction but they were not
significant. Reliability had one sub
indicator with a negative co-efficient ((β=-
.198) that was significant (p=.044) while
Empathy had one sub indicator with
positive co-efficient (β=185) but a
negative significance (p=-.030).
Responsiveness had one sub indicator that
was significant (β=.021, p=.000) effect on
customer expectation (β=.217, p=.000),
(β=.285, 0.002) and (β=.189, 0.023)
respectively while empathy and reliability
had no significant effect on customer
satisfaction (β=.121, 0.129) and (β=.054,
0.537) respectively. Overall, there were
strong associations between the five
SERVQUAL dimensions and customer
satisfaction. The results of the application
of the SERVQUAL model and gap model
in Kenyan budget hotel industry indicated
that customer expectations varied with
customer perceptions and that gaps iservice delivery were evident in budget
hotels in Kenya. The study concludes that
although managers seem to have a
reasonably good understanding of the
customer, customer perceptions of service
delivery still falls short of customer
expectations. The study therefore
recommends that to enhance customer
satisfaction, managers’ need to devise
operational and marketing strategies that
focuses on all the dimensions of service
quality. The study makes some
contribution to the body of knowledge as
an integrated model in evaluating customer
satisfaction.n
quality to add value and strengthen the
complete guest experience. However, a
major challenge facing the sector is the
aspect of service quality particularly in
budget hotels which target price sensitive
customers. These hotels provide the
customers with satisfactory core product at
a reasonable price but tend to focus more
on profits than on customer satisfaction.
The services offered are not standardized
and service quality variability is a
challenge. This study assessed service
quality based on the SERVQUAL and Gap
model that reflects the difference between
Management’s perception of service
quality and customer expectations in
budget hotels in Nairobi County. It also
assessed the gap between customer
perception and expectations. The study
was carried out in Nairobi, Central
Business District (CBD) and its environs.
The specific objectives of the study were
to identify customer expectations, establish
hotel managers’ perceptions of service
quality in relation to customer expectations
and assess variations between
managements’ perception of service
quality and service designs that they
develop. The study adopted a cross
sectional survey design and was conducted
in 50 budget hotels. A sample size of 334
drawn from the hotel managers, customers
and employees were involved in this study.
Systematic random sampling technique
was used to select the study sample for
customers and employees. Data were
collected through use of questionnaires
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