Customer Satisfaction in the Hotel Industry in Singapore Essay


Hotel is one of the most of import organisations in the field of touristry industry in supplying service. Therefore, they play a full function in bettering and spread outing the touristry industry and besides in bettering and developing economic circumstance.

Today, client satisfaction is a specific demand for the betterment of service organisations such as hotels, and increase profitableness. Thereby keeping the system of measuring and rating of client satisfaction is one of the most of import facets of bettering the quality, but the basic demands of the recent organisation.

On the other manus, by spread outing the boundary lines of the planetary small town, the demand for merely standard ordinances to measure the quality of certain merchandises and services, is to mensurate the state of affairs of the organisations in the international market competition, may be felt more than of all time

Study background

Customer satisfaction is a concern doctrine, is a step of how merchandises and services offered by a company meet or transcend client outlooks. It is considered an of import index of public presentation in concern and is portion of four of the Balanced Scorecard. Customer satisfaction with a company ‘s merchandises or service is frequently seen as the key to a company ‘s success and long term fight ( Klee, 1998 ) .

Identify and calculate client demands and to be able to run into them is of import to accomplish client satisfaction. Due to the costs of pulling new clients costs more than retaining bing clients, to be successful directors must concentrate on retaining bing clients, effectual execution of policies Customer satisfaction and trueness. This is particularly true in the hotel industry.

Today, directors in the hotel industry is confronting one of the most of import challenge is to supply and keep client satisfaction. Consequently, quality of service has become a factor of import in the overall touristry experience, and one which finally dictates the success of the touristry concern ( Kandampully, 2000 ) . Harmonizing to Lewis and Booms ( 1982 ) , service quality is step of how good the service delivered lucifers client ‘ outlooks.

Positive relationships can do higher committedness of clients and increase their rate of return. Long-run relationships between clients and hotel is going more of import as the positive correlativity between overall satisfaction degrees of visitants and their ability to return to the same hotel. Hotels are increasing their investings to better service quality and perceived value for clients to accomplish client satisfaction and trueness better of them, therefore accomplishing a better relationship with clients.

Competition is increasing dramatically as assortment of hotel industry ; hence, the hotel direction has ever tried difficult to supply the best service quality and the best satisfaction for clients in the hotel industry including hotels in Singapore.

Study country

This study covers of the chief literature on client satisfaction and keeping in the hotel industry in Singapore. The hypothesis of the study will research based on the issues of the client satisfaction and how a hotel direction usage effectual policies to supplying services and goods with a high quality to fulfill the clients and travel through a batch of attempt in keeping their client satisfaction, develop and do net incomes in their concern concentrating on Singapore country.

Research construction

The study focus chiefly on “ Customer satisfaction ” stress on the country of hotel industry in Singapore. First chapter introduces background of the Customer satisfaction and briefly summarized importance of relevant issues.

Second chapter identifies client satisfaction in the hotel industry, purpose using the best schemes to supply quality services to client, grounds why need to keep old clients and pull new clients. How to construct client ‘ trueness, hotel attributes what services to clients and the legal ordinances, strategic considerations will be explained.

And 4th chapter concludes the best methods to suggesting betterments in client satisfaction direction in the hotel industry.

Research aims

The purposes and aims of this research are:

What is client satisfaction and how to accomplish it?

Hotels need to follow effectual schemes and make merchandise attributes to clients to fulfill them.

How the service quality related to client satisfaction?

Provide good service quality will derive client satisfaction.

Definition of client trueness and how to stay client trueness?

To derive client trueness, hotel demands to hold a good relationship with clients.

What services quality is hotel need to supply to client in order to acquire client satisfaction, trueness and repetition backing?

Cleanliness, location, security, room rates, service quality and repute or concatenation of hotels.


2.0 Introduction of chief issues

In today ‘s competitory market, the company provides services throughout the universe attempt to accomplish a better place than its rivals through the lone advantage to delight their client ‘s satisfaction and hence retain their trueness.

On the other manus, clients are ever looking for providers of goods and services of better quality and run into their outlooks. But most sellers are now supplying quality merchandises with comparatively equal, so clients ever have multiple picks

Therefore, in the hotel industry, sing the quality of service and client satisfaction is really of import, so it is necessary to follow appropriate steps and processs for acknowledgment and betterment many services as possible to run into the hotel invitees and clients.

Analyze Customer satisfaction in hotel industry

Customer satisfaction is an of import subject for both research workers and directors, because of high degrees of client satisfaction leads to an addition in repeat backing among current clients and AIDSs client enlisting by heightening an organisations marker repute. Bing able to successfully judge client ‘ satisfaction degrees and to use that cognition are critical get downing points to set uping and keeping long term client keeping and long term fight ( Yuksel and Yuksel, 2002 ) . Customer satisfaction brings many benefits, the satisfaction additions of clients keepings and clients keepings is dependent on the nature of the relationship between the parties which are besides affected by the service delivered.

Satisfaction is an overall client attitude towards a service supplier, or an emotional reaction to the difference between what clients anticipate and what they receive ( Zineldin, 2000 ) , sing the fulfillment of some demand, end or desire. For most merchandises, services and facets of public presentation can be made to reflect objectively measured. Some clients may be taken to a house fit their standards, but non suited to the gustatory sensation of single clients to measure client service every bit uncomfortable as they do non see a list of their pick.

Kano, Bentler and Li-tze ( 1984 ) developed a theoretical account to categorise the properties of a merchandise or service based on how good they are able to fulfill client demands. Consideration of the Kano theoretical account, we can see how it might non be plenty to merely fulfill clients by run intoing their demands and public presentation footing merely. In a extremely competitory market place, organisations need to follow schemes and to make merchandise properties targeted specifically at exciting clients and over fulfilling them ( Tan & A ; Pawitra, 2001 ) .

In the existent estate to delight and fulfill clients, agents will necessitate to hold a comprehensive cognition and extended list of all the local country. In kernel, it is the experience and attitudes of person ‘s closest contact with clients that are likely to impact whether clients are satisfied and ready to travel back to the company. It is besides the people in direct contact with clients who determine who the retained and satisfied clients are, and their experience determines how they treat the clients ( Hansemark & A ; Albinsson, 2004 ) therefore impacting on the service quality delivered

Advantages of supplying good Service quality to clients

The construct of service quality as a whole edifice is big and diverse. The theory has been elaborated on by many research workers. Berry, Parasuraman and Zeithaml ( 1985 ) write service quality as perceived by consumer ‘s roots from a comparing of what they feel service houses should offer with their perceptual experience of the public presentation of the house supplying the services. . Quality of service received is considered as the grade and way of the difference between the perceptual experiences of consumers. For illustration in existent estate, this is what clients expect from the agent comparison to which is really distributed by that agent.

In existent estate, that interaction occurs from the minute the client and agent speak either verbally or electronically. It is apparent that research on goods quality is unequal in the service field, which has three built-in features: intangibleness, heterogeneousness and inseparability between production and ingestion ( Berry, Parasuraman and Zeithmal, 1985 ) .

In this scenario, supplying high quality services and bettering client satisfaction are widely recognized as cardinal factors hiking the public presentations of companies in the hotel and touristry industry ( Barsky & A ; Labagh, 1992 ; Le Blanc, 1992, ; Le Blanc et al. , 1996 ; Stevens et al. , 1995, Opermann, 1998 ) . Hotels with good service quality will finally better their profitableness ( Oh & A ; Parks, 1997 ) . In a competitory cordial reception industry which offers homogenous services, single hotelkeepers must be able to fulfill costumiers better than their opposite numbers ( Choi & A ; Chou, 2001 ) .

Schemes to keep client Loyalty

There are three ways to find client trueness that are Behavioral measurings, attitudinal measuring, and Composite measurings

The measurings considered appropriate behavior ; purchasing behavior is repeated as an index of trueness. One job with the attack to reiterate purchase behavior is non ever the consequence of a psychological committedness to the trade name. For illustration, a traveler can remain at the hotel because it is most convenient topographic point. When a new hotel opens on the street, they switch because the new hotel offers better value. Therefore, repetition purchase does non ever intend that committedness.

Attitude measuring usage attitudinal informations to reflect the attitudes and psychological feelings associated built-in in trueness. The attitudinal measurings are concerned with the sense of engagement, trueness and fidelity. There are cases when a client keeping a favorable attitude for a hotel, but he or she does non remain at the hotel. One can appreciate a hotel, recommend the hotel to others, but feel the hotel for him excessively expensive to utilize on a regular footing. The above attacks step trueness uni – dimensionally.

Composite measurings of trueness combine the first two dimensions and step trueness by client ‘s merchandise penchants, leaning of trade name shift, frequence of purchase, regency of purchase and entire sum of purchase.

The usage of both attitude and behavior in a trueness definition well increases the prognostic power of trueness ( Pritchard and Howard, 1997 ) . Planar composite method has been applied and supported as a valuable tool for understanding client trueness in many Fieldss, such as retail, amusement, luxury hotels and air hoses.

For this survey, client trueness is client attitude favorable to the company, committed to buy merchandises or services, and introduce merchandises to them.

Harmonizing to a study carried out by Barsky & A ; Nash in 2006, sing the chief hotel ironss worldwide, between 2002 and 2005, the importance of trueness plans for invitee ‘s determination on where to remain increased from 32 % to 34 % .

Although the hunt for new locations is surely the most of import factor for many tourers, several surveies highlighted that there is a good part of clients that chose to reiterate their vacations ‘ finish, demoing a certain grade of trueness ( Oppermann, 1998 ; Fyall et al. , 2003 ) .

Harmonizing to the survey of trueness found that, there are five major factors impacting the repeat of trip to the same tourer topographic point. They do non desire to do incorrect pick when taking the other tourer finishs. They want to run into those familiar. The emotional fondness to a specific topographic point. The possibility to research the topographic point better, and want to urge the topographic point to others.

Customer satisfaction is the get downing point to construct client trueness, so a long term relationship. This creates a trueness ‘s stock in endeavors to better corporate image. Strengthening relationships with clients leads to reiterate backing. On the other manus, an unsated client may stand for a danger to the endeavor. A research, conducted by Cherubini ( 1997 ) , shows that merely 4 % of unsated clients complains to the concern explicating the ground of their unsatisfaction, and each client who does n’t officially kick generates a negative WOM which can affect besides 1000 people.

Important function of Hotel properties

Research into hotel choice standard has focused on the relationship between client satisfaction and service quality of services and installations. Because of the intangibleness, inseparability, variableness, and spoilables of service, consumers ‘ perceptual experience of satisfaction standards may include contextual cues that they use to measure the service quality and to do determinations about future backing, whether or non they experienced the hotel ‘s merchandises and services before ( Bitner, 1990 ; Parasuraman et al. , 1985 ) . Alpert ( 1971 and Kivela ( 1996 ) viewed consumer merchandise and services as a package of properties, or characteristics, and benefits, and stated that those properties that straight influence consumer pick are termed deciding properties. These properties, which may be different from rivals ‘ services, may be of import factors in deciding consumer ‘s purpose to buy in the hereafter.

Wuest et Al. ( 1996 ) defined perceptual experiences of hotel properties as the grade to which travelers find assorted services and installations of import in advancing their satisfaction with hotel corsets.

To acquire trueness and value than other rivals, providers must be able to accomplish a high degree of client satisfaction for services provided. There have been many surveies on the demands and features of tourers. Reviews of literature that most travelers would see following hotel properties when giving the hotel pick determination: cleanliness, location, security, room rates, service quality and repute or concatenation of hotels. Atkinson ( 1988_ found that cleanliness of adjustment, followed by safety and security, adjustment value for money, and courtesy and helpfulness of staff were the top properties for travelers in hotel pick choice.

Hoteliers need to to the full admit which service properties are most likely to act upon clients ‘ pick purposes ( Richard & A ; Sundaram, 1993 ) . Customer satisfaction patterns can assist them to place the important favourable word of oral cavity ( WOM ) promotion ( Berkman & A ; Gilson, 1986 ; Choi & A ; Chu, 2001 ; Fornell, 1992 ; Halstead & A ; Page, 1992 ; Knutson, 1988 ; Pizam, 1994 ) . A satisfied invitee promotes positive WOM at no cost for the endeavor and with consequence and credibleness that are superior to those of conventional advertisement ( Lee et al. , 2006, Tarn, 2005, Villanueva et al. , 2008 ) . WOM consequence is besides amplified by the World Wide Web ( Dominici, 2009 ; Trusov et Al. 2009 ) .

Chapter 3 / CONCLUSION

3.0 Decisions

Hence, both researching the importance for clients of individual properties in hotel choice and to consistently study their degree of satisfaction are indispensable. Research on the subject of invitees leads to negative ratings of the hotel, therefore curtailing the opportunity of repetition backing guest satisfaction, which translates into the consideration of whether or non clients will return to a hotel or advice it to other tourers, is polar to the success of the cordial reception concern. Neglecting to pay attending to those hotel attributes considered most of import by.

Chapter 4 / Mention