An Investigation into Customer Perception of Service Quality Provided by Small and Large Hotels in China. Does Size influence Customer Expectations? (2013)
Service Quality SERVQUAL MBA Dissertation – The number of hotels in China has increased steadily over the years since 1970s after international tourists were allowed to visit China. Nevertheless, the service quality provided in China hotel industry is reported to be lower than those of the international standards. As a result, the main aim of this MBA dissertation was to determine the perception of the consumers relating to service quality SERVQUAL provided in large and small hotels in China.
Six research questions were developed including (1) to determine quality of service in the hotel industry (2) to determine perception of customers on the quality of service in small hotels (3) to determine the perception of customers on the quality of service in large hotels (4) to determine the similarity and difference between the quality of service provided in small and large hotels.
The study was conducted in Fuji province, Fuzhou city with the study population including the Fuzhou hotel customers and the hotel managers in small and large hotels. A multistage sampling technique was used to arrive at 10 hotels and obtain the 50 sample subjects who were mainly 40 hotel customers and 10 hotel managers. Service Quality SERVQUAL instruments were used in the study to enable researcher to examine the hotel service quality.
The data was collected using questionnaire which were distributed to the subjects. Consequently, the study employed SPSS software version 18.0 in data analysis. The results showed that generally there was a difference between the perception of customers on the quality of service provided in small hotels and large hotels in China. The study recommends that more improvements in quality of services provided in both small and large hotels should take place but first managers must be well aware of the specific issues of concern to the consumers regarding quality of services.
The main purpose of this MBA dissertation is to determine the perception of customers on the quality of service provided in small and large hotels in China. To achieve this purpose, the researcher outlined six main objectives;
- To determine the quality of service in the hotel industry
- To determine the perception of customers on the quality of service in small hotels
- To determine the perception of customers on the quality of service in large hotels
- To determine the similarity and difference between the quality of service provided in small and large hotels
- To determine if hotel size influences customer expectations
- To determine if the hotel managers are concerned with meeting customer expectations
- 15,000 words – 62 pages in length
- Outstanding use of literature
- Good in depth analysis
- Includes questionnaire
- Excellent MBA Project
- Ideal for MBA and international business students
1: Introduction
Research Background
Research Significance
Scope of Study
Research objectives
Dissertation Structure
2: Literature Review
Definition of service quality
Distinction between Service Quality and Customer Satisfaction
Dimensions of quality
Evaluation and Dimensions of Service Quality
The Evolution of SERVQUAL Model
Tangibility
Reliability
Responsiveness
Assurance
Empathy
Customer Satisfaction
Quality of hotels in general
Quality of hotels in China
China’s Hotel Rating System
3: Research Methodology
Research Design
Study area
Study population
Sampling technique and sample size
Pilot Testing
Data Collection technique
Research Tool
Data Processing and Analysis
Alternative Research Technique
Reliability
Logistics and Ethical Considerations
Strength of the Methodology
Limitations of the Methodology
4: Analysis and Findings
Demographic characteristics of Respondents
Hotel managers
Hotel customers
Extent to which customers perceive service quality in small and large hotels
Demographic characteristics and consumer perceptions
Influence of hotel size on customer expectations
Discussion
5: Conclusion and Recommendation
Conclusion
Recommendations
Limitations of the study
References
Appendix Section
