12-04-2014, 04:26 PM
CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF FRONT OFFICE STAFF AT THE HOTEL
INTRODUCTION
Background
The trend of world markets has changed noticeably from agricultural to service
markets (Asian Development Outlook, 2007). All of the service businesses are trying their
best to improve their service quality in order to make customers satisfied with their
services, especially the hotel industry. Hotel operators now focus more on the quality
standards in order to meet the basic needs and expectations of the customers. Once
customers requirements are clearly identified and understood, hotel operators are more
likely to anticipate and fulfill their customers needs and wants (Juwaheer & Ross, 2003).
The more satisfied the customers are, the more likely they are to return or prolong their
hotel stay (Choi & Chu, 2001).
Significance of the Study
This study will be as a practical guideline for the hotel management, especially
the front office department. The outcome of this study will develop the service quality of
the front office staff in order to meet with the customers needs and their satisfaction. If
the result showed the high score, the hotel owner would be happy with the service. In
contrast, if the result showed the low score, the hotel owner would improve the service
and arrange training program.
Hotel services
This hotel offers a variety of services which consist of various types of room such
as Superior room, Deluxe room, Family suite, and Grande suite. Four restaurants offers
many different dining experiences which are The Bistro (Western style), The Cappuccino
Terrace (Italian cuisine), The M Café (Thai and Chinese cuisine), and Ray s Place (a
nightly jazz club). Moreover, the hotel provides many recreation facilities such as an
outdoor swimming pool, spa, fitness center and sport.