Measuring Service Quality and Customer Satisfaction of the Hotels in Malaysia: Malaysian, Asian and Non-Asian Hotel Guests

By Mey, Lau Pei; Akbar, Abdolali Khatibi et al. | Journal of Hospitality and Tourism Management, August 2006 | Go to article overview

Measuring Service Quality and Customer Satisfaction of the Hotels in Malaysia: Malaysian, Asian and Non-Asian Hotel Guests


Mey, Lau Pei, Akbar, Abdolali Khatibi, Fie, David Yong Gun, Journal of Hospitality and Tourism Management


Given the increasing arrivals of international tourists to Malaysia, this research assessed the expectations and perceptions of service quality in Malaysia's hotels by applying a modified version of the SERVQUAL model. Comparisons among Malaysian hotel guests, hotel guests from other Asian countries, and non-Asian hotel guests were undertaken. The findings indicated, as a whole, that the hotel guests' perceptions of service quality provided by the hotel industry were lower than their expectations. The lowest expectations and perceptions were given by Malaysian hotel guests towards the hotels in Malaysia. Between Malaysian hotel guests and hotel guests from other Asian countries, there was no significant difference in the overall satisfaction levels for the sample as a whole. However, between Malaysian hotel guests and non-Asian hotel guests, the results showed that the overall customer satisfaction levels towards the hotel stay was significantly different for the sample as a whole.

**********

Service quality has been recognised as a key factor in differentiating service products. Customer satisfaction can be secured through high-quality products and services (Getty & Getty, 2003; Gupta & Chen, 1995; Tsang & Qu, 2000). Edvardsson (1996) highlighted that the concept of service should be approached from the customer's point of view, since it was his/her perception of the outcome that constituted the service. Customers may have different values and different grounds for assessment and, most of the time, they may perceive the same service in different ways.

The concept of service quality has been the subject of many research studies in variety of service industries; even the research attention towards hospitality industry has been growing. However, these research studies were mostly focused on Australia, Korea, the United States (US), and Europe (Atilgan, Akinci, & Aksoy, 2003; Davidson, 2003; Gabbie & O'Neill, 1996; Min & Min, 1997; Wong, Dean, & White, 1999; Worsfold, 1999). Only a minimal number of research studies related to service quality in the hospitality industry in the Malaysian context can be found throughout the review of literature.

Furthermore, today's tourism business environment and the multicultural diversity of international tourists points to the importance of developing a better understanding of the culturally different tourist (Reisinger & Turner, 1999). Previous studies reported that people from different cultures have different preferences, expectations and so travel consumption patterns (Wong & Kwong, 2003). Cultural differences in value orientations and social behaviour have direct impacts on tourist holiday experiences. The hosts' ability to respond effectively to a culturally different tourist was an important element determining positive tourist holiday experiences and satisfaction (Reisinger & Turner, 1999).

As mentioned by Camison (1996), poorness or non-existence of customer satisfaction measuring systems could cause the hotel companies to be lacking in market orientation. Attributes of the service and product that add value for the customer and increase his or her satisfaction might be unknown and that gives no guide to the hotel operators for improvement projects. Therefore, the purpose of this study was to assess the expectations and the perceptions of service quality dimensions towards the hospitality industry in Malaysia from the hotel guests' perspective by applying a modified version of the SERVQUAL model (Parasuraman, Zeithaml, & Berry, 1988). This study has the following objectives:

* to examine and to compare relative importance attached by hotel guests in terms of their expectations and perceptions towards the service quality of the hotels in Malaysia according to the hotel guests' countries of residence (grouped according to geographical regions)

* to examine and to compare the levels of customer satisfaction towards their hotel stay in Malaysia according to the hotel guests' countries of residence (grouped according to geographical regions). …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Measuring Service Quality and Customer Satisfaction of the Hotels in Malaysia: Malaysian, Asian and Non-Asian Hotel Guests
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.