Service Quality—A Case Study on Selected Hotels in Goa

Abstract

Goa is an international tourist destination where tourism is considered to be one of the main sources of revenue generation for the state. Hotel is considered to be a part of the hospitality sector in a service industry. Service and customer satisfaction are the prime objectives of any service-related organization. The service offered by every hotel is not uniform across all the hotels. Therefore, in order to standardize the service quality and reduce the gap, it is essential to fix service quality attributes which determine the customer satisfaction. A case study has been carried out on four hotels of five-star category across the state of Goa. The paper aims at measuring service quality and examining service quality attributes significant to the customer satisfaction. A SERVQUAL model was chosen for the conceptual frame work of the data. A feedback data of 200 respondents across hotels and travel websites were analyzed by gap, factor and the multiple regression analysis. The analysis results revealed a gap in the service quality perceived and expected by the customers. Exploratory factor analysis extract three factors of service quality, namely service reliability, staff assurance and physical facilities which significantly impact customer’s satisfaction measuring 51.061% of total variance. The relationship between three extracted factors of service quality and customer satisfaction is expressed in the form of multiple regression equation. This study will help the managers as a guide to improve service quality and enhance the customer satisfaction across the state of Goa.