EVALUATING THE SERVICE QUALITY OF HOTEL IN ADDIS ABABA: THE CASE OF THREE AND FOUR-STAR HOTELS

Abstract

The role of service quality in the success of hotel businesses cannot be denied. It is vital for the hotel managers to have a good understanding on what exactly the customers want. Identifying the specific expectations of customers, the dimensions of the service quality, and their relative importance for customers of each specific segment of hotel industry would definitely help managers in the challenge of improving the service quality. The objectives of this study was to assess the current service quality delivered by hotels, evaluate the overall customer satisfaction and to evaluate the hotels service quality. The five service quality dimensions (SERVQUAL) identified in this study were named as tangibility, reliability, responsiveness, assurance, and empathy. The empirical result shows that service quality dimensions; tangibility, reliability, responsiveness, assurance and empathy are significant factors to the change satisfaction but their level of importance is different. Regression analysis was conducted to measure the impact of each dimension on customer satisfaction. The study showed that tangibility, reliability, responsiveness, assurance empathy and age variables are positively and significantly related to customer satisfaction but their significance level is different. This may mean that hotels need to give due attention to these factors to maintain the required level of customer satisfaction for their clients.