Evaluation of Hotel Service Quality Based on Customer Satisfaction

It is commonly accepted that service industry is viewed as a gauge for market modernization. Many researches on service industry focus on the measurement of service quality. For hotel industry, one of general services industry, systematically theoretical research about the hotel service quality management is meaningful. This paper proposes a method to evaluate the hotel service quality in China. First, a questionnaire is designed after HSQ-CS Model. Moreover, AHP is employed to decide the weight of every variable in the questionnaire. With the survey data, a series of practical methods are utilized in the data analysis to measure the service quality based on customer satisfaction (CS). First, with the computation of Customer Satisfaction Degree (CSD), hotel service quality is measured. Secondly, with discriminant analysis and correlation analysis, etc., some insightful conclusions are reached. To name some, 1) Service quality of reception hall is most important for customer satisfaction compared with those of guestroom and restaurant. 2) "Technique of attendants", "Service initiative of attendants" and "Environment and decoration of reception hall" are key variables for customer satisfaction of reception hall. 3) For guestroom, "decoration of room", "safety of room" and "courtesy of attendants" own most powerful influences. 4) For restaurant, key variables are "Taste and variety of food", "service flexibility of waiters/waitresses" and "environment of restaurant".