| Abstract: | The main objective of this study was to see effect of service quality on customer satisfaction:
in the case of four star hotels by using performance only measure or SERVQUAL method.
The study is quantitative in its approach and has been able to use descriptive and
explanatory research deign. To achieve its objective data has been collected by dispatching
self-administered questionnaires to 240 customer of the Hotel customers which comprises of
attributes of the five service quality dimensions and underlying variables that are expected to
measure their perception of the service quality as what the study has employed was
SERVQUAL method. While selecting those respondents convenience sampling technique has
been used. Thus based on the inputs obtained the data has been analyzed by using SPSS
version 21 software. Accordingly, by using various statistical tools like mean, correlation and
multiple regressions the required analysis has been made in order to identify the possible
relationships and the real problems at hand. The finding of the study reveals that all the five
service quality dimensions namely Tangibility, reliability, responsiveness, assurance and
empathy have a positive and significant relationship with customer satisfaction among
which responsiveness is the one which is positively and strongly correlated with customer
satisfaction that any of the other explanatory variables. The findings has from 240 study
participants 139 (57.9) were male and 101 (42.1) were females. The reliability and liability
test of Cronbach alpha total .88 and R-Square of Tangibility, reliability, responsiveness,
assurance and empathy explained by 71% and 29% not include or not in this study. Besides
the service quality dimensions have significantly explained 71% of the variation on customer
satisfaction where the remaining 29% of its variation may be explained by other factors that
were not examined in this study is facing by identifying its areas of weaknesses and
improvements based on which it enables them to take corrective measures. Finally a
conclusion has been made and the recommendation has been forwarded to come up with a
high quality service and which in turn has a direct influence on customer satisfaction. |
