CHAPTER - 4

DATA ANALYSIS - I
 110

CHAPTER - 4

AN ANALYSIS OF CUSTOMER SATISFACTION

IN SELECTED HOTEL INDUSTRY IN CHENNAI

4.1 INTRODUCTION

The chapter deals with the systematic presentation of analyzed data followed

by the interpretation of data. Statistical analysis of data enables the researchers to

organize, evaluate, interpret, summarize and communicate numeric information.

Descriptive statistics is used to describe the data and Inferential statistics to draw

inferences about a population based on the collected sample data.

The respondents were the customers of hotels in Chennai city. The list of the

respondents was framed on the basis of convenience and judgmental sampling. The

respondents were knowledgeable and were giving the true information.

The socio-demographic details have a serious impact on the performance and

development of hotel industry. The influence of these details on the various factors of

service quality attributes a SERVEQUAL gap between customer’s expectation and

perception level towards service quality, switching behaviour of the customers and

general opinion about the hotel service in Chennai. Suggested measures have been

proved in the succeeding chapters through statistical analysis. Various dimensions

taken for collecting personal details were Age, Gender, Nationality, Occupation,

Source of Information, Type of Accommodation, Purpose of Trip, Duration of Stay in

the Hotel, Availability of Rooms and Number of times stayed in this Hotel from other

sources.
 111

4.2 SOCIO – DEMOGRAPHIC DETAILS OF THE CUSTOMERS

The socio –demographic details have serious impact on the performance and

development of hotels. The profile of the customers given below is tabulated by way

of percentage analysis.

4.2.1 Gender of the Respondents

The gender wise frequency distribution of the customers surveyed is exhibited in the

Table 4.1

Table 4.1Gender of the Respondents

Gender Frequency Percentage

Male 389 77.8

Female 111 22.2

Total 500 100.0

From the Table 4.1 it can be seen that 77.8% of the customers are Male and

22.2% of the customers are Female. Thus, we can conclude from the sample units

surveyed that the majority of the customers visited to the hotels in Chennai are Male.

Diagram 4.1 Gender of the Respondents

Gender
Female
22%

Male
78%
 112

4.2.3 Age of the Respondents

In this Study the customers are classified according to their age to in five

major categories namely, Below 25 years, 25-35 years, 36 -45 years, 46-54 years and

above 55 years. The frequency distribution given in table 4.2 presents the age details

of customers surveyed.

Table 4.2 Age of the Respondents

Age Frequency Percentage

Below 25 years 105 21.0
25-35 years 209 41.8
36-45 years 63 12.6
46-54 years 105 21.0
Above 55 years 18 3.6
Total 500 100.0
From the above frequency distribution it is seen that 41.8% of the customers

belong to the age group of 25-35 years, followed by 21.0 % in the age group of

below 25 years and 46- 54 years, 12.6% are in the age group of 36-45 years and 3.6%

are above 55 years respectively. So it can be concluded that the maximum number of

customers stayed in Chennai hotels are 25-35 years.

Diagram 4.2 Age of the respondents

Age
45
40
35
30
Percentage

25
20 41.8
15
10 21 21
5 12.6
3.6
0
Below 25 25-35 years 36-45 years 46-45 years Over 55
years old old old old years old
Age
 113

4.2.4 Nationality of the Respondents

Nationality respondents wise the customers have been classified to in Indian

and Non Indian. Frequency distribution based on the nationality of the customers

surveyed is given in the Table 4.3.

Table 4.3 Nationality of the Respondents

Nationality Frequency Percent

Indian 279 55.8
Non Indian 221 44.2
Total 500 100.0

The above Table clearly shows that 55.8% of the customers are ‘Indian’ and

44.2% are ‘Non-Indians’. So it can be concluded that the maximum number of guests

residing in the hotels are Indians rather than the Non Indians. The reason is that

Indians pay more importance to the cost of stay, food and convenience but the Non

Indians are more particular about Location, Cleanliness, Hygienic food and Prompt

services of the front office as well as from the room service. Hence their expectation

is more than the Indians.

Diagram 4.3 Nationality

Nationality

Indian Other Non Indian

56% 44% 44%
 114

4.2.5 Occupation of the respondents

Based on this study the occupational pattern of the respondents were classified

into four groups namely, Government official, Private employee, Owner of the

private business and others (Tourists). The following Table 4.4 reflects the

frequency distribution of occupation of the customers studied.

Table 4.4 Occupation of the Respondents

Occupation Frequency Percent
Government official 54 10.8
Private Employee 163 32.6
Owner / Private Business 190 38.0
Others 93 18.6
Total 500 100.0

From the above table 4.4 it can be inferred that 38% of the customers are’

Private business owners’ followed by 32.6% ‘ Private employee’, 18.6% are ‘

Others’ and 10.8% are Government officials. So it is found that the maximum number

of customers stayed in the hotels is private business owners and private employees

rather than the Government officials and others. The customers of private business

owners and employees expressed their opinion that the cost of room rent and food can

be affordable to their occupational level.

Diagram 4.4 Occupation

Occupation
40
35
30
38
25
Percentage

20 32.6
15
10 18.6
10.8
5
0
Government Private Owner / Others
official Employee Private
Business
Occupation
 115

4.2.6 Source of Information

Customers are influenced to visit or to obtain the relevant information about

the hotel or with the available information to compare the services offered by the

hotel with the other competitors only by collecting information from the various

source of information namely Internet, Media ,friends ,Signboard and Television

advertisement. The Frequency distribution based on the source of information of the

respondents is given in the Table 4.5.

Table 4.5 Source of Information

Source of Information Frequency Percent

Internet 333 66.6
Media 69 13.8
Friends 30 6.0
Sign Board 32 6.4
Television advertisement 36 7.2
Total 500 100.0

Table 4.5 shows that 66.6% of information are obtained by the customers from

the Internet, followed by 13.8% from Media i.e., Newspaper, 7.2% from Television

advertisement, 6.4% from Signboards and only 6% from the friends circle.

Hence it is concluded that the maximum percentage of information gathered

by the customers is from the internet source rather than the other sources like media,

friends and signboards. Internet services are considered as a major source of

information as they provide lot of relevant information about the hotels and stimulate

more number of customers to visit the hotels. Moreover they generate income to the

hoteliers regularly.
 116

Customers do not have an opportunity to obtain the full disclosure of

information from the print media as well as in electronic media. The information

gathered from their friends do influence the customers to choose the hotels but its

impact is very low compared to the other sources. Sign boards attract only a limited

number of customers because they are displayed only in particular places.

Diagram 4.5 Source of Information

Source of Information

70

60

50

40
Percentage

66.6
30

20

10 13.8
6 6.4 7.2
0
Internet Media Friends Sign Board Television
advertisem
ent
Series1 66.6 13.8 6 6.4 7.2
 117

4.2.7 Type of Accommodation preferred by Respondents

The hotels in Chennai are categorized in to Five star, Four star, Three star,

Two star and Guest house. Customers normally prefer to choose the hotels based on

their need. Frequency distribution based on the type of accommodation of the

respondents are given in Table 4.6.

Table 4.6 Type of Accommodation preferred by the Respondents

Type of Accommodation Frequency Percent

Five Star Hotel 137 27.4

Four Star Hotel 133 26.6

Three Star Hotel 172 34.4

Two Star Hotel 45 9.0

Guest House 13 2.6

Total 500 100.0

Table 4.6 clearly shows that 34.4% of the customers occupied the three star

hotel and followed by 27.4% who stay in Five Star hotel, 26.6% stay in Four Star

hotel, only 9% of them stay in the Two Star hotels and 2.6% of the customers have

chosen the Guest House. So it is concluded that customers who travel to Chennai at

their own cost with low profile their expectations are very low on the amenities and

service quality of the hotels and moreover they provide more importance to the cost

of stay. So they prefer to stay in the middle level hotels like Two Star hotels.
 118

The high profile customers with high expectations on the service quality

prefer to occupy the Five Star hotels. The customers having more expectation on the

prompt service, cleanliness and hygienic food or who visit the hotels along with their

family members prefer to stay in the Four Star and Three Star hotels.

Customers who travel to Chennai for the purpose of pleasure prefer to stay in the

Guest House. The frequency percentage is very low on the Guest House because the

customers felt that they are not provided with prompt service at reasonable cost.

Diagram 4.6 Type of Accommodation

Type of Accommodation
40

35

30

25
Percentage

20
34.4
15
27.4 26.6
10

5 9
2.6
0
Five star hotel Three/ Two star Non-star hotel Guest House Middle Hotel
hotel
Accommodation
 119

4.2.8 Purpose of trip

Customers arrive to the hotel for various purposes. The purpose of visits is

classified as Academic, Business, Vacation and Pleasure. The Frequency distribution

based on the purpose of trip of the respondents is given in Table 4.7.

Table 4.7 Purpose of Trip

Purpose of trip Frequency Percent

Vacation 57 11.4

Pleasure 58 11.6

Academic 36 7.2

Business 271 54.2

Others 78 15.6

Total 500 100.0

The above table 4.7 shows that 54.2% of the respondents arrived to the hotel

for ‘Business’ purpose , 11.6% of the respondents are for ‘Pleasure’, 11.4% are for

‘Vacation’, 7.2 % are for ‘Academic’ and 15.6% are for ‘Other purposes’ (to attend

sports and game shows, etc). Hence it is concluded that the maximum number of

customers visited to the hotel for the purpose of ‘Business’ rather than for ‘Other’

purposes like ‘Vacation’, ‘Pleasure’ and ‘Academic’ etc.,. Customers prefer to visit

for the purpose of ‘vacation’, or ‘Pleasure’, or ‘Academic or ‘Other’ like to attend the

game shows or to view the sports matches etc., during a particular season and not

frequently.
 120

Diagram 4.7 Purpose of Trip

271

78
57 58 54.2
36
Frequency
15.6
11.4 11.6 Percent
7.2

Vacation Pleasure Academic Business Others

 121

4.2.9 Duration of stay in the hotel

If the customers extend their duration of stay in the hotel it will yield high

level of income for the hotels. The frequency distribution based on the duration of

stay in the hotel of the respondents are given in Table 4.8.

Table 4.8 Duration of stay in the hotel

Duration of stay in the hotel Frequency Percent

1-3 Days 215 43.0
4-6 Days 164 32.8
7-9 Days 100 20.0
10-15 Day 12 2.4
More than 15 days 9 1.8
Total 500 100.0

Table 4.8 exhibited that 43% of the guests stay in the hotel was 1-3 days

followed by 32.8% of the guest stay from 4-6 days, 20% of them from 7-9 days, 2.4%

of them for 10-15 days and only 1.8% of them stay in the hotel for more than the 15

days. Hence it is concluded that the duration of stay depends on the desire of the

customers or on the purpose of their visit and moreover if the customers received

prompt and effective service from the hotel it would inspire them to prolong their

duration of stay in the hotel.

Diagram 4.8 Duration of stay in the Hotel

Duration of stay in the hotel
45
40
35
30
25
Percentage

43
20
32.8
15
10 20
5
2.4 1.8
0
1-3 Days 4-6 Days 7-9 Days 10-15 Day More than
15 days
Days
 122

4.2.10 Availability of rooms in hotels

A customer prefers to stay for more number of days or extend their stay only

if the sufficient number of rooms is available during the time of check- in. The Hotel

industry may generate a higher income during the on season if the availability of

rooms exceeds the demand. The Frequency distribution based on the availability of

rooms in the hotels is given in Table 4.9.

Table 4.9 Opinion about Availability of Rooms in the hotels

Availability Room Frequency Percent

Available 367 73.4

Not available 112 22.4

Do not know 21 4.2

Total 500 100.0

Table 4.9 clearly shows that 73.4% of the customers have given their opinion

that sufficient number of rooms are available in the hotels, 22.4% of customers

expressed that the sufficient number of rooms are not available at the time of check -

in, 4.2% of them did not give their opinion about the availability of rooms in the

hotel. So it is concluded that the maximum number of hotels have been providing

sufficient number of rooms according to the needs of the customers during the on

season also and it is assumed that the effective facilities management policies are

implemented in the hotels.

 123

Diagram 4.9 Availability of Rooms in the Hotel

Availability of Room

4%
23%

73%

Available Not available

 124

4.2.11 Number of times of stay in the hotel

In a highly competitive market the hotel’s success is largely dependent on its

ability to retain its customers. The intention of the customer’s revisit can be attributed

to customer’s satisfaction with good facilities and or service received. The Frequency

distribution based on the number of times of customer’s stay in the hotel is given in

Table 4.10.

Table 4.10 Number of times of the stay in the Hotel.

Number of times of stay in the Frequency Percent

hotel

1 time 256 51.2

2 times 152 30.4

3 times 74 14.8

4 times 18 3.6

More than 4 times 26 5.2

Total 500 100.0

The above table 4.10 clearly shows that 51.2% of customers have visited the hotel

only for the first time followed by 30.4% of them whose stay is only for a couple of

times,14.8% of the customers stayed thrice in the hotel and only 5.2% of customers

are regular visitors to the hotel. Hence it is concluded that a minimum number of

customers only revisit the hotel more than four times and the maximum number of

customers restrict or curtail their revisit because the services are not properly

provided to them.
 125

Diagram 4.10 Number of times of stay in the Hotel

Number of times of stay in the

60 hotel
50

40
Percentage

30
51.2

20
30.4

10 14.8
3.6 5.2
0
1 time 2 times 3 times 4 times More than 4
times
Times stay in hotel
 126

4.2.12 Opinion about efficiency of hotels in Govt. and Private sector

The legal status of the hotels helps the customers to obtain the prompt service

and satisfaction from their service. It provides opportunities for further growth or

expansion and diversity and also facilitates better control and management over the

hotels. For the purpose of the study, hotels have been classified based on their legal

form of organization namely private sector hotels and public sector hotels. The

Frequency distribution based on the opinion about the service rendered by the legal

form of the hotels of the sample unit customers is given in Table 4.11.

Table 4.11 Opinion about the Efficiency of hotel

Opinion about the efficiency of hotel Frequency Percent

Govt. sector Hotels are inefficient 119 23.8

Private sector Hotels are inefficient 90 18.0

Private sector Hotels are efficient 117 23.4

Govt. sector Hotels are efficient 56 11.2

No comments 118 23.6

Total 500 100.0

The above Table 4.11 shows that 23.4% of the customers are satisfied with

the service rendered by the private sector hotels, 23.8% of the customers are not

satisfied with the services of the Government or public sector hotels, 18% of them

have not received the prompt service from the private sector hotels and only 11.2% of

the customers are satisfied with the services of the Government sector. 23.6% of the

guests have not given their opinion about the services of the private sector and public

sector. Hence it is concluded that customer preferred to stay and revisit only the

private sectors as private sectors as they only provide importance to service quality to

gain customer satisfaction compared to the public sector hotels.

 127

Diagram 4.11 Opinion about the Efficiency of Hotel

Opinion about Efficiency of hotel

25

20

23.8 23.6
Percentage

15 23.4
18

10

11.2
5

0
Govt. sector is Private sector is Private sector is Govt. sector is No comments
inefficient inefficient efficient efficient
 128

4.2.13 Customer’s Recommendation of the hotel to others

In a rapidly changing competitive environment many factors affect the

customer’s preference and loyalty. If customers are satisfied with the service offered

by the hoteliers, they will be more likely to consume it and also share their favorable

experience with others. Satisfied customers also happen to be the cheapest means of

promotion and advertisement. The Frequency distribution based on the

recommendation of the customers about the hotel to others is given in the Table

4.12.

Table 4.12Customer’s Recommendation of the Hotel to others

Acceptability Frequency Percent

Highly recommend 184 36.8

Not at all 132 26.4

Somewhat 81 16.2

Never Recommend 36 7.2

Rarely (not sure) 67 13.4

Total 500 100.0

The above table 4.12 indicates that 36.8% of the customers recommend the

hotel to others, In contrast 26.4% of the customers have given their opinion that they

will not recommend the hotel to others, followed by 16.2% of them who answered

that some what they will recommend about the hotel, only 7.2% of the customers said

that they would never recommend the hotel to others. 13.4% of the respondents have

not given their views about the recommendation. So it is concluded that the maximum

number of customers agreed to recommend the hotel to others. They recommend the

hotel to others only if they had a pleasant experience in the stay or the prompt service

received from the hoteliers.

 129

Diagram 4.12 Recommendation to others

Recommendation to others
40

35

30

25
Percentage

20
36.8

15
26.4

10
16.2
13.4
5 7.2

0
Highly Not at all Somewhat Never Rarely
recommend Recommend
Series1 36.8 26.4 16.2 7.2 13.4
 130

4.3 SURVEY OF CUSTOMER’S EXPECTATIONS AND PERCEPTIONS

TOWARDS SERVICE QUALITY IN CHENNAI HOTELS

4.3.1 Tangibility

The tangibility dimension includes the physical aspects such as the physical

appearance of the hotel services including the neatness of front office staff and

professionalism of the employees.

Table 4.13 Customer satisfaction concerning Tangibility dimension

Customers
Customers perception
expectation
Tangibility dimension
Mean SD Level Mean SD Level

The staff dress appropriately 3.77 1.25 High 4.43 0.67 Highest

The staff uniform is clean. 3.85 1.40 High 4.38 0.82 Highest

The staff provides the services with

3.73 1.23 High 4.37 0.83 Highest
cheer.

The staff have attractive

3.81 1.38 High 4.13 1.13 Highest
appearance i.e. elegant, smart, etc.

Overall mean score 15.16 5.26 High 17.31 3.45 Highest

The above Table 4.13 ascertained that the customer’s expectation towards

tangibility dimension overall mean value is 15.16. Among the factors under

tangibility dimension the mean value of the Staff Uniform is clean (mean =3.85) is

higher than the other factors, followed by the Staff have attractive appearance (mean

=3.81), Staff dresses appropriately (mean =3.77) and the Staff provides the services

with cheer (mean = 3.73).

 131

The customer’s perception towards tangibility dimensions the overall means

score is 17.31. In particular the factors of the Staff dresses appropriately has got the

highest mean value is 4.43, followed by the Staff uniform is clean mean value is 4.38,

the Staff provides the services with cheer mean value is 4.37 and the staff have

attractive appearance mean value is 4.13.

Hence it is conclude that the customer’s perception level is higher than the

customer’s expectation level the staff service quality under the tangibility dimension

has achieved the customer’s satisfaction level and also the study found that the Hotel

employees are well dressed and wear smart uniforms and their appearance impresses

the customers. In addition, the Staff of the Chennai based Hotels are well trained in

the terms of the hotel slogan “The best service and Cleanliness in the region” .The

service quality was related to the tangible appearance of the employees.

4.3.2 Reliability

The ‘Reliability’ dimension refers to the ability and efficiency of the hotel

staff to provide services dependably and accurately. ‘Reliable’ service performance

has to meet customer’s expectation. Service must be accomplished on time and every

time, in the same manner and without any lacuna.

 132

Table 4.14 Customer satisfaction concerning Reliability dimension

Customers expectation Customers perception

Reliability dimension
Mean SD Level Mean SD Level
The staff can provide you the
3.77 1.25 High 2.85 1.15 Lowest
services as promised

The staff provides you accurate

3.85 1.40 High 3.02 1.02 Lowest
information.

The staff performs the service

3.77 1.25 High 4.43 0.76 Lowest
correctly at the first time.

The staff offer you some help. 3.85 1.40 High 2.60 0.97 Lowest

Overall mean score 15.24 5.30 High 12.90 3.9 Lowest

Table 4.14 shows that the customer’s expectation concerning ‘Reliability’

dimension the overall mean value is 15.24. The mean value is higher and the similar

value in the two factors of reliability dimension such as, the Staff provides the

accurate information and offers some help to the customers , followed by the Staff

provides the service as promised and performs the service correctly at the first time

also got the similar mean value (mean =3.77).

The customer’s perception towards “Reliability’ dimension the overall mean

value is 12.90. In particular the Staff performs the service correctly at the first time

got mean value is 4.43. The other factors of the reliability dimension such as the staff

provides the services as promised (mean = 2.85), the staff provides the accurate

information about the hotel (mean = 3.02) and offers some help to the customers

(mean =2.60). So we conclude that the Customer’s perception mean value is lower
 133

than the customer’s expectation mean value. This study found that customer’s

received the staff service correctly at the first time but the staff does not perform the

task as promised and not to provide the accurate information about the hotel to their

customers when it is needed.

It is seem to that the reliability dimension factors are lesser impact on

achievement of the customer satisfaction.

4.3.3 Responsiveness

The ‘responsiveness’ dimension involves willingness to help customers and

provide prompt services. It is essential that hotel staff is willing and able to help

customers by provides prompt service and to meet customer’s expectation.

Table 4.15 Customer satisfaction concerning Responsiveness dimension

Customers expectation Customers perception

Responsiveness dimension
Mean SD Level Mean SD Level
The staff tell you exactly
when services will be 3.77 1.25 High 4.77 0.42 Highest
provided.
The staff give you prompt
3.85 1.40 High 2.51 0.87 Highest
service.
The staffs are willing to help
you e.g. guiding you a hotel 3.77 1.25 High 4.57 0.79 Highest
direction.
Overall mean score 11.39 3.90 High 11.85 2.08 Highest
 134

Table No.4.15 shows that the customer’s expectation towards

‘Responsiveness’ dimension the overall mean value is 11.39. In particular the staff

gives prompt service to customers has secured high mean score is 3.85, followed by

the staff tells exactly when the services will be provided and willing to help the

customers have got the similar mean value (mean = 3.77). The customer’s perception

concerning ‘Responsiveness’ dimension the overall mean value is 11.85. Among the

three factors of responsiveness dimension the highest mean value got by the staff tell

exactly when the services will be provided (mean =4.77), followed by the staff

willing to help customers mean value is 4.57 and the staff gives prompt services mean

value is 2.57.

Hence conclusion is that the customer’s perception overall mean value is

higher than the customer’s expectation overall mean value toward responsiveness.

This study found that customer’s are satisfied the quick response of the hotel staff and

also their service mindedness, ability to respond the customer’s request. The staff

provides good help to the customers when it is needed helps to achieve the customer’s

satisfaction.

4.3.4 Assurance

The assurance dimension refers to the knowledge and courtesy of employees

and their ability to inspire trust and confidence including competence, courtesy,

credibility and security.

 135

Table 4.16 Customer satisfaction concerning Assurance dimension

Customers expectation Customers perception

Assurance dimension
Mean SD Level Mean SD Level
The staff have product
knowledge of hotel 3.85 1.40 High 4.37 0.48 Highest
Information.
The staff have required skill to
3.77 1.25 High 4.60 0.56 Highest
perform service.
The staff speak with you by
using an appropriately address 3.85 1.40 High 4.07 0.79 Highest
forms.
The staffs are trustworthy. 3.77 1.25 High 4.05 0.35 Highest
The staff make you feel safe
3.85 1.40 High 3.85 0.52 Highest
when staying at the Hotel.
Overall mean score 19.09 6.70 High 20.94 2.70 Highest

The above table 4.16 shows that the customer’s expectation concerning

‘Assurance’ dimension the overall mean value is 19.09. In particular the three factors

of assurance dimension such as the staff have product knowledge of hotel

information, using an appropriate address forms and make the customers feel safe

during their stay in the hotel have secured the high mean value (mean =3.85),

followed by the staff have required skill to perform service and they are trust worthy

have got the similar mean value 3.77.

The customer’s perception towards ‘Assurance’ dimension the overall mean

value is 20.94 . Among the five factors of Assurance dimension the staff have the

required skill to perform service has secured highest mean value of 4.60. Followed by

the staff have product knowledge about the hotel (mean =4.37), the staff speak an

appropriate address forms (mean =4.07) and staff are trust worthy has the mean value

is 4.05. So we conclude that the customers expectation met by the factors of assurance
 136

dimension. The study found that the customers are satisfied with services provided by

the hotel staff because the staff have good knowledge and skill, capacity and

experience. They are also well versed in using advanced technology to improve their

performance.

4.3.5 Empathy

The ‘empathy’ dimension represents the provision of caring and

individualized attention to customers including access or approachability and ease of

contact, effective communication, and understanding of the customers.

Table 4.17 Customer satisfaction concerning Empathy dimension

Empathy dimension Customer’s Customer’s

expectation perception
Mean SD Level Mean SD Level
The staff are able to communicate
3.77 1.53 High 4.98 0.13 Highest
with you in English.

The staff are able to communicate

3.86 1.40 High 4.55 0.49 Highest
effectively with you.

The staff show personal attention

3.85 1.40 High 4.62 0.49 Highest
to you.

The staff know your specific

3.77 1.25 High 4.67 0.47 Highest
needs

Overall score 15.25 5,58 High 18.82 1.52 Highest

The above Table 4.17 shows that the customer’s expectation towards

‘Empathy’ dimension the overall mean value is 15.25. In particular the staff are able

to communicate effectively with customers has secured high mean score is 3.86,

followed by the staff show personal attention to customers the mean value is 3.85,

the other factors such as staff gives personal attention to the customer’ s request and

their specific needs have secured the similar mean value 3.77.
 137

The customer’s perception concerning ‘Empathy’ dimension the overall mean

value is 18.82. Among the four factors of ‘Empathy’ dimension the highest mean

value 4.98 got by the staff can able to communicate with customers. Followed by the

staff can able to understand the customer’s specific needs mean value is 4.67, and

they are providing personal attention to the customers mean value id 4.62 and the

staff can able to communicate effectively with the customers mean value is 4.55.

Hence the conclusion is that the customer’s perception overall mean value is higher

than the customer’s expectation overall mean value toward responsiveness.

This study found that customer’s are satisfied services of the hotel staff

rendered under the Empathy dimension. The hotel staff is enthusiastic to help their

guests and their effective communication within the divisions in the hotel is yet

another main factor that contributes to customer satisfaction.

4.4 CUSTOMER SATISFACTION TOWARDS THE OVERALL FIVE

DIMENSION OF THE SERVICE QUALITY IN HOTELS

Table 4.18 Customer satisfaction towards overall five dimensions of the Service

Quality

Customers expectation Customers perception

Five dimensions
Mean SD Level Mean SD Level

Tangibility 15.16 5.26 High 17.31 3.45 Highest

Reliability 15.24 5.30 High 10.30 2.93 Highest

Responsiveness 11.39 3.90 High 11.85 2.08 Highest

Assurance 19.09 6.70 High 20.95 2.70 Highest

Empathy 15.24 5.58 High 18.82 1.58 Highest

Overall Mean score 76.12 26.74 High 79.23 12.24 Highest

 138

Table No. 4.18. shows that the overall mean value of the customer’s

expectation concerning the five dimensions of the service quality is 76.12.The result

of customer’s expectation towards the five dimension of the service quality is that

‘Assurance’ dimension has secured the high mean value of 19.09, followed by

‘Empathy’ 15.24, ‘Reliability’ 15.24, ‘Tangibility’ 15.16, and ‘Responsiveness’

11.39. Therefore majority of the customers expected that the hotel staff must possess

the ability to inspire trust and confidence among their guests.

The overall mean value of customer’s perception towards the five dimensions

of the service quality is 79.23. Among the five dimension of the service quality of the

hotel ‘Assurance’ has secured highest mean value 20.95, followed by ‘Empathy’

18.82,Tangibility 17.31, Responsiveness 11.85, and Reliability 10.30. Hence the final

conclusion is that ‘Assurance’ dimension is describes best service quality of the

identified dimensions of the service quality, followed by Empathy, Tangibility,

Responsiveness and Reliability. In this study ‘Assurance’ dimensions is the most vital

factor to determining the customer’s satisfaction. Most of the customers felt that the

staffs require better skill to perform the services in hotels.

4.5 SERVQUAL GAP BETWEEN CUSTOMER’S EXPECTATION AND

PERCEPTION LEVEL TOWARDS SERVICE QUALITY.

The SERVQUAL gap is calculated between the overall mean score of

Customer’s expectation and their perception level towards the service quality of

Hotels in Chennai.
 139

Table 4.19 SERVQUAL Gap between Customers Expectation and Perception

towards the Service quality Attributes

Customer’s Customer’s SERVQUAL

Service Quality Attributes
Expectation Perception Gap
Tangibility 15.16 17.31 2.15

Reliability 15.24 10.30 -04.9

Responsiveness 11.39 11.85 0.46

Assurance 19.09 20.95 1.86

Empathy 15.24 18.82 3.58

Overall mean score 76.12 79.23 3.11

Table No. 4.19 Demonstrates the gap between customers’s Expectation and

their Perception service quality of the hotels. The study shows that the overall mean

value of the customer’s Perception in all dimensions is higher than the overall mean

value of the customer’s expectation level in all dimension yielding a positive

SERVQUAL gap. This positive gap indicates that the customers are satisfied with all

dimension of the service quality. In particular ‘Empathy’ dimension has the highest

positive gap 3.58, followed by ‘Tangibility’ 2.15. The study reveals that the staff of

the hotels in Chennai city is trustworthy and having required skill to perform the

services in hotels. The physical evidences such as staff uniforms and their appearance

factors play a vital role to achieve the customer satisfaction.

140

3.11
79.23
76.12
3.58
18.82
15.24
Diagram 4.13 SERVQUAL GAP

1.86
20.95

SERVQUAL Gap
19.09
0.46
11.85
11.39
-4.9
10.3
15.24
2.15
17.31
15.16

80

70

60

50

40

30

20

10

-10
 141

4.6 Overall Customer Services (Level of Expectation)

The score levels are described as 5 = Very High, 4 = High, 3 = Moderate, 2 =

Low and 1= very Low.

Table 4.20 Level of Expectation towards customer service quality

Tangibility VH5 H4 M3 L2 VL 1 Total

The staff dress No
220 52 137 73 18 500
appropriately
% 44 10.4 27.4 14.6 3.6 100
The staff uniform is No 254 74 59 68 45 500
clean.
% 50.8 14.8 11.8 13.6 9.0 100
The staff provides the No 202 70 137 73 18 500
services with smiling. % 40.4 14.0 27.4 14.6 3.6 100
The staff have No 234 94 59 68 45 500
attractive appearance
i.e. elegant, smart, etc. % 46.8 18.8 11.8 13.6 9.0 100
RELIABILITY
The staff can provide No. 220 52 137 73 18 500
you the services as
% 44 10.4 27.4 14.6 3.6 100
promised
The staff provides No. 254 74 59 68 45 500
you accurate
information % 50 14.8 11 13.6 9.0 100
The staff performs No. 220 52 137 73 18 500
the service right at
the first time % 44.0 10.4 27.4 14.6 3.6 100
The staff offer you No. 254 74 59 68 45 500
some help. % 50.8 14.8 11.8 13.6 9 100
RESPONSIVENESS
The staff tell you No 220 52 137 73 18 500
exactly when services
will be provided. % 44 10.4 27.4 14.6 3.6 100
The staff give you No 254 74 59 68 45 500
prompt service. % 50.8 14.8 11.8 13.6 9.0 100
The staff are willing
No 220 52 137 73 18 500
to help you e.g.
guiding you a hotel
% 44.0 10.4 27.4 14.6 3.6 100
direction.
 142

ASSURANCE
The staff have No 254 74 59 68 45 500
product knowledge of
% 50.8 14.8 11.8 13.6 9.0 100
hotel Information.
The staff have No 220 52 137 73 18 500
required skill to
% 44 10.4 27.4 14.6 3.6 100
perform service.
The staff speak with
No 254 74 59 68 45 500
you by using an
appropriately address
% 50.8 14.8 11.8 13.6 9.0 100
forms.
The staff are
No 220 52 137 73 18 500
trustworthy.
% 44 10.4 27.4 14.6 3.6 100
The staff make you No 254 74 59 68 45 500
feel safe when
staying at the Hotel. % 50.8 14.8 11.8 13.6 9.0 100
EMPATHY
The staff are able to No
220 52 137 73 18 500
communicate with
you in English %
44.0 10.4 27.4 14.6 3.6 100

The staff are able to No

254 74 59 68 45 500
communicate
effectively with you
% 50.8 14.8 11.8 13.6 9.0 100
The staff show No
254 74 59 68 45 500
personal attention to
you % 50 14.8 11 13.6 9.0 100
The staff know your No
220 52 137 73 18 500
specific needs.

% 44.0 10.4 27.4 14.6 3.6 100

 143

4.6.1 Overall customer services (Level of Perception)

The score levels are described as 5 = Very High, 4 = High, 3 = Moderate, 2 =

Low and 1= very Low.

Table 4.21 Level of perception towards customer’s service quality

Tangibility V.H 5 H4 M3 L2 VL 1 Total

he staff dress appropriately No 249 234 0 17 0 500
% 49.8 46.8 0 3.4 0 100
The staff uniform is clean. No 265 196 4 35 0 500

% 53 39.2 0.8 7.0 0 100

The staff provides the No 259 206 0 32 3 500
services with smiling. % 51.8 41.2 0 6.4 0.6 100
The staff have attractive No 225 210 0 33 32 500
appearance i.e. elegant, smart,
etc. % 45.0 42.0 0 65.6 6.4 100

RELIABILITY
The staff can provide you the No. 19 203 0 241 37 500
services as promised % 3.8 40.6 0 48.2 7.4 100
The staff provides you No. 6 245 0 249 0 500
accurate information
% 1.2 49.0 0 49.8 0 100
The staff performs the service No. 261 220 6 0 13 500
right at the first time % 52.2. 44.0 1.2 0 2.6 100
The staff offer you some help. No. 0 158 0 324 18 500
% 0 31.6 0 64.8 3.6 100
RESPONSIVENESS
The staff tell you exactly No 387 113 0 0 0 500
when services will be
% 77.4 22.6 0 0 0 100
provided.
The staff give you prompt
No 0 128 0 372 0 500
service.
% 0 25.6 0 74.4 0 100
The staff are willing to help No 261 220 6 0 13 500
you e.g. guiding you a hotel
direction. % 52.2. 44.0 1.2 0 2.6 100
 144

ASSURANCE
The staff have product No
387 113 0 0 0 500
knowledge of hotel
Information. % 77.4 22.6 0 0 0 100
The staff have required skill to No
0 128 0 372 0 500
perform service.
% 0 25.6 0 74.4 0 100
The staff speak with you by
No
using an appropriately address 261 220 6 0 13 500
forms. (for example, hello,
may
% 52.2. 44.0 1.2 0 2.6 100
I help you, Sir/Madam?).
The staff are trustworthy. No 387 113 0 0 0 500

% 77.4 22.6 0 0 0 100

The staff make you feel safe No 6 245 0 249 0 500

when staying at the Hotel.
% 1.2 49.0 0 49.8 0 100

EMPATHY
The staff are able to No 19 203 0 241 37 500
communicate with you in
English % 3.8 40.6 0 48.2 7.4 100

The staff are able to No 6 245 0 249 0 500

communicate effectively with
you % 1.2 49.0 0 49.8 0 100

.The staff show personal No 261 220 6 0 13 500

attention to you
% 52.2. 44.0 1.2 0 2.6 100
The staff know your specific No 0 158 0 324 18 500
needs.
% 0 31.6 0 64.8 3.6 100
 145

4.6.2 Interpretation

The above tables give the frequencies of twenty variables used for measuring

customer satisfaction. The satisfaction is measured by comparison of customer’s

expectation with customer’s perception. The some of the major contributing variables

have been discussed here based on the frequency and percentage.

More than 50% of the customers are satisfied the services given under the

Tangible dimension. In particular staffs are well dressed and wear smart uniforms;

their appearance impresses customers who feel more confident with hotel services.

65% of the respondents out of 500 could not satisfy the services provided under the

Reliability dimension. Only 52% of customers satisfied the Reliability variable of the

staff perform the service right at the first time. 77% of the customers are satisfied the

staff responsibility except the variable of the staff gives the prompt service to the

customers.

More than 75% of customers are very highly satisfied the services of the staff

Assurance. Very few customers felt that the staff needs to improve their skill and

knowledge for the best performance of the service.

Majority of the respondents are dissatisfied the services of Empathy of the

hotel staff. Only 52% of the respondents out of 500 are happy with the staff given

personal attention on the customers.

Thus, it is found that most favoured variables of hotel staff services amongst

the respondents are staff responsibility and services of the staff Assurance. Major

improvements to the hotel system expected by them are to gear up the services of the

staff Empathy and Reliability.

 146

4.7 SWITCHING BEHAVIOUR

Customers choose a particular hotel on the basis of their perceived knowledge

of the hotels ability to offer the best service in a market place. The satisfied customers

presumably lead to repeat purchase and favourable word of mouth publicity.

A greater number of satisfied customers do make the hotel business more successful

and more profitable.

If the service performance meets or exceeds the customer’s expectation, the

customer will be satisfied. On the other hand, customers are dissatisfied if the service

performance is less than what they have expected. Dissatisfied customers may always

think to switch over from the existing hotel to a new hotel.

Table 4.22 Switching behaviour of the customers

Decision aspects Frequency Percent

Switch ( ‘Yes’ Categories) 281 56.2

Never ( ‘No’ Categories) 219 43.8

Total 500 100

The above Table clearly shows that 56.2 % of the customers preferred to

switch over from the existing hotel to a new hotel, and 43.8% of the respondents are

not willing to move out from their existing hotel. Hence it is concluded that the

majority of the customers are not satisfied with the service quality of their existing

hotel, so they want to switch over to other new hotels.

From a customer’s perspective, the capacity of hotels to deliver superior

service in inextricably is linked to reliability that is, the ability to offer service without
 147

failure. The hotel management should measure the service quality of all areas in the

Hotel and assess the perception of the satisfied customers for to estimate the lacunac

in service delivery or service failure.

Effective service recovery leads to the enhancement of the hotel’s competence

and a favourable image, in terms of perceived quality and value service recovery is

the systematic process being undertaken by a hotel in an effort to return the aggrieved

customers to a state of satisfaction after a service has failed to live up to the

customer’s expectations. It is thus imperative that hospitality organizations train their

employees on service failure recovery procedures. Moreover, if the hotel fails to

recover from the service failure, it magnifying negative customer perception and

triggering the possibility of negative word of mouth. It is very necessary for hotels to

undertake immediate action to deliver services to meet customer needs and corrective

action to recover from the failure.

Hotels can also use a service guarantee to convince their customers of their superior

service, and subsequently gain the greatest influence over customers return decisions.

4.7.1 Henry Garret Ranking Method

To find out the most significant reason for the switching over from the

existing hotel to a new hotel, the Researcher used Henry Garrett’s ranking technique.

In this method, the respondents were asked to rank for all the attributes such as Cost ,

Ambience, Hygiene and Taste, Quality of service and Location and accessibility of

such ranking has been converted into score value with the help of the following

formula:-
 148

Percent Position = 100(Rij-0.5)/ Nj

Where,

Rij = Rank given for the ith factor by the jth respondents

Nj = Number of factors ranked by the jth respondents.

By using the Garrett’s table , the percent position estimated is converted into scores.

Then for each attributes the scores of each individual are added and then the Mean

values are considered to be the most important.

Table 4.23 Reasons for switching over to other Hotels.

S. No. Attributes Garret Score Mean Score Rank

1 Cost 16298 58.00 2

Ambience(Internal
2 15773 56.13 3
environment)
Hygiene and Taste of the
3 16335 58.13 1
food
4 Quality of service 13480 47.97 4
Location and
5 8649 30.78 5
accessibility

The Table 4.23 exhibits Garrett’s ranking and scores. The Table highlights

Garrett’s scores which help to decide the most important attributes adopted by the

respondents who are likely to switch over from the existing hotel to other new hotels.

The Cost of the Stay’s Mean score is 58.00, ambience is 56.13, Hygiene and Taste of

the Food Mean score is 58.13, Quality of service is 47.97 and Location and

Accessibility’s Mean score is 30.78. According to Garrett’s scoring method Rank 1

 149

was assigned to Hygiene and Taste of the Food and followed by the 2nd rank assigned

to Cost of the Stay, 3rd rank to Ambience of the Hotel, 4th rank to Quality of service

and 5th rank was assigned to Location and Accessibility based on the Mean score.

Hence it is concluded that the customers are not satisfied with food served by

the hotels because they are from different places of India and also from different

countries and the Cost of the Stay and ambience were also not up to their expectation

level. The Quality of service provided by the hotel met the expectation of the

customers. The Customers have given their opinion that most of the hotels are

conveniently located near the airport and business centers. From the above, the

conclusion is the customer’s switching over from the existing hotel to other hotels

mainly depends upon their perception level.