CASE STUDY
Name: KRISTAL KYLE C SAJOL
Grade/Section: GAS 12 HEMINGWAY
Research Teacher: ARMELA S. JAPOR
Title of the Research Journal: (Journals that are related to your track)
I. Introduction (discuss the main purpose of the study)
In service industry there is a greater probability to fail, rather than in product sales.
Thus, service quality has been revealed as a key factor in search for sustainable
competitive advantage. Satisfying and retaining customer has been recognized as an
important factor in hospitality industry.
Nowadays like never before, fulfilling consumers’ requests remains the greatest
challenge. In the hospitality industry, the consumer is not only the part of the actual
consumption process, but moreover often has preset service and quality perspectives.
Today’s hospitality industry customer is increasing time poor, more sophisticated
and more demanding. The main purpose of this case study is to reveal the impact of
service quality on customer satisfaction. The findings of the study from a journal will
show influence of different service quality dimensions on satisfaction level in hotels.
(Bayad Jamal Ali et.al, 2021)
II. Issues Underlying the Problem (discuss the problem indicated in the journal)
Hospitality industry is a billion dollars industry, which includes many activities, from
which main is hotel business, tourism services, event planning and transportation.
Hence, this industry is a quick growing industry, where main factors are service
quality and customer satisfaction. No hospitality industry property will not survive if
they are not oriented on their consumers, notably, to meet their needs, requirements
and expectations, so that the image of the company will enhance. With this, hospitality
industry faces with different difficulties than organizations which produce products due
to the dissimilar nature of service in comparison with a product. In service industry
there is a greater probability to fail, rather than in product sales. Service quality has
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been revealed as a key factor in search for sustainable competitive advantage.
Therefore, satisfying and retaining customer has been recognized as an important
factor in hospitality industry. (Bayad Jamal Ali et.al, 2021)
Customer satisfaction, value, and retention are the key components of a successful
business. Satisfied customers are more likely to continue doing business with a
company, recommend it to others, and become loyal, long-term customers. In today's
competitive marketplace, building customer satisfaction, value, and retention require
strategic planning and effective implementation.
Companies that prioritize their customers and focus on delivering high-quality
products, services, and experiences can create a competitive advantage and set
themselves apart from the competition. In fact, customer-centric companies are
60% more profitable than companies that aren't. In this case study, we will explore
the strategies and best practices for building customer satisfaction, value, and
retention, and how they can drive business growth and success. (Roy, 2023)
The Value Percept Theory
According to the value percept theory, satisfaction is an emotional response that is
triggered by a cognitive evaluative process in which the perceptions of an offer are
compared to one's values, needs, wants or desires (Westbrook & Reilly, 1983). Like
the Expectancy/Disconfirmation paradigm, a growing disparity between one’s
perceptions and one's values (value-perception) indicates an increasing level of
dissatisfaction.
The value-percept disparity was defined as the extent to which the product
provides the features and performance characteristics needed or desired. The
disparity was assessed on a single differential scale anchored with "provides far less
than my needs" and "provides exactly what I need". In contrast to their hypothesis,
which states that values, as opposed to expectations, determine satisfaction,
Westbrook and Reilly found that the disconfirmation of expectations had a stronger
effect on satisfaction than the disparity between value and perceptions. They
suggested that both constructs (expectations and values) were needed in explaining
customer satisfaction, as they found neither the expectation disconfirmation model nor
the value percept model was sufficient on its own. Similarly, results of recent studies
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investigating the ability of value and expectations in determining satisfaction
demonstrate that it might be better to integrate desires and expectations into a single
framework, as they are both affecting consumer satisfaction. (Atila Yüksel & Fisun
Yüksel, 2020)
Based on this theoretical principle, nowadays like never before, fulfilling
consumers’ requests remains the greatest challenge. Usually guests are much
demanded, but when it comes to hospitality industries the most important factor to be
considerate is service quality provided from the hotel. Since service quality will lead to
guest’s satisfaction, therefore implementing a successful service quality strategy will
be needed. Poor service quality in hotel will lead to dissatisfied guests as a result
decreasing demand which lead to decrease hotel performance. Almost totally rely on
sales and marketing department to attract new guests, but to retain them, indeed
make them a loyal one is the direct responsibility of operations departments, which
create service for the customers.
Most of hotels are seeking quality enhancement systems for competitive
advantages. Each service that hotel provides will add value and provide satisfaction to
their guests. Some hotels are having a specific service department which assess
guest’s satisfaction and meet their needs and expectations. At the present time the
key success of competitive market depends on delivering a high quality of service and
this will lead to increase the level of customer’s satisfaction. Therefore, customer’s
assessment for the quality of services in hotel industries are very essential in
developing the business. Hotels should provide a competitive service to satisfy their
customers and gain customer’s loyalty. (Bayad Jamal Ali et.al, 2021)
On the other, service quality is an approach that increases effectiveness,
competitiveness and flexibility of the hotel. It is a method to guarantee guest’s total
satisfaction. Guests service in hospitality industries is one of the main business
processes which leads to grow and attract potential guests. The rank of service
quality is provided by the gap between expected and perceived service. (Prabhu et.
al, 2020)
There are five aspects of service quality: empathy, assurance, reliability,
responsiveness and tangible. These five dimensions play their role in the guests’
observations of service quality. Guests’ satisfaction will increase considerably when
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the guests positively assess their perceived quality regarding stay in. In this case
study, customer satisfaction is dependent variable while service quality is independent
variable along with sub independent variable such us empathy, reliability,
responsiveness, assurance and tangible. Hotels' guests returning to same hotel, also
recommending the hotel to other to stay in, it depends on the satisfaction level, and
which leads to the increase of the hotel’s revenue. Accordingly, the subject of service
quality is substantial for any study, since almost all companies are trying to enhance
its service quality thus to increase satisfied customers. (Bayad Jamal Ali et.al, 2021)
III. Alternative Solution to the Problem (discuss the solution that the study used to
answer the problem)
Customers are faced with service quality problems every day and in almost every
service they purchase in public transport, when it is crowded and you don’t feel
conformable to reach your destination; while making shopping, you may be offended
on behavior of salesperson; in the cafe/restaurant, you may not like how a waiter
served you and so forth. We can continue identifying dissatisfaction at many service-
oriented originations. Unfortunately, not always the quality service offered can meet
the needs, requirements and expectations of the consumer. This is the main reason of
choosing the topic for this case study is the problem of insufficient levels of service
quality based on the comments of different guests in hotels generally and particularly
in hotel.
To find solution to the above stated problem, this case study is leading to find a
journal that evaluates the guest’s value within subsisting quality of service and
structure of customer satisfaction. Emphasizing customer’s decision-making process,
we will evaluate the interrelation of customer value with the price, sensing of
performance, service quality, customer satisfaction and their desires to repurchase
and advise to others has been investigated. The chosen research will assist us to
realize the essential characteristics of satisfaction as well as identifying factors of
service quality that lead to guest’s satisfaction.
The following two questions are the main research questions: 1. What are the
main dimensions of service quality that lead to guest satisfaction? What are the
determinants of customer’s resolution to switch a hotel?
The purpose of above-mentioned questions is to contribute to the study of the
connection among guests’ satisfaction and service quality; thus, this will help to
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identify whether practically customers satisfaction has a connection with the service
quality dimensions.
This alternative solution may confine to the theory this case study grounded at
since, one of the most significant and unparalleled characteristics of services is that it
is a process, but not a thing. Therefore, service companies don’t have any product,
but they do have interactive processes. Services are invisible; therefore, it is difficult
for the supplier to unfold and consumers to measure. (Bayad Jamal Ali et.al, 2021)
As conveyance of services in the hospitality industry dependably includes human
beings, it should concentrate on the management of people, and specifically on the
collaborations between the client and personnel, which called service encounters. The
fortune or failure of the hospitality business depends on the combined impact of
service encounters in which customers are participating themselves. Various studies
have been carried out to reveal dimensions of service quality that most essentially
contribute to fundamental quality appraisals in the service encirclement.
Distinguishing proof of the determinants of service quality is crucial since it will help to
measure, to control and afterward enhance client's apparent service quality. (Prabhu
et. al, 2020)
The strength of the study reviewed implies that this contributed to the academic
topic as well as business, in the end research questions were answered, the
researcher proposed to study theoretical foundations on customer satisfaction and
service quality dimensions and used SERVQUAL to investigative the impact of
service quality dimensions on customer satisfaction to meet the research objective.
The research tested the effect of service quality dimensions on customer satisfaction
and found out that most of these dimensions had positive impact except reliability
factor had negative impact on guest satisfaction.
More so, the findings show good strategic planning for hotel industries. Hotel
manager can investigate reasons for negative factor that lead to dissatisfied guests
and improve their current service to meet guest’s needs and expectations. Therefore,
manager should constantly adjust on those factors to be able to provide its guests
with the best values and state the significant dimensions to lay more emphasis on to
enhance service quality leading increasing level of customer satisfaction.
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The weakness of the study points out that even though this research dealt with the
guest perception towards service quality and its impact on satisfaction in hotel
industries, the sample size considered is very small.
The findings might not be very suitable as having guests with different background
such us, educational background, age, income, marital status and so on. Empirical
studies should be conducted moderately with other hotels or other industries so that
investigative the service quality dimensions and customer satisfaction across the
various contexts or business could be measured and could be useful for future growth
and enhancement.
IV. Conclusions
Service quality and customer satisfaction is invisible to measure across various
context and it is too broad if psychological aspect will be included since hotels are
catering guests with different backgrounds thus, this implies that these should be
addressed to academic marketing research and consumer research classification or
categories. At the present time, satisfaction research became very essential, due to
most of businesses currently are trying to increase their quantity of customers by
satisfying their current or old customers. All these can be done through provide the
value that hotel guest’s desire, as resulting guests will be satisfied.
V. Recommendations:
• Hotel managers with respect to how to deal with guests, to maintain and improve
the hotel’s main objective of revenue maximization and minimizing the cost.
• To concur good strategic planning for hotel industries.
• Hotel manager can investigate reasons for negative factor that lead to dissatisfied
guests and improve their current service to meet guest’s needs and expectations.
• Manager should constantly adjust on those factors to be able to provide its guests
with the best values and state the significant dimensions to lay more emphasis on
to enhance service quality leading increasing level of customer satisfaction.
• The future study of the journal reviewed should focus on a larger sample size.
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References
Atila Yüksel & Fisun Yüksel. (2020). Consumer Satisfaction Theories: A Critical Review.
Customer Satisfaction: Conceptual Issues, 35.
Bayad Jamal Ali et.al. (2021). Hotel Service Quality: The Impact of Service Quality on Customer
Satisfaction in Hospitality . International journal of Engineering, Business and
Management (IJEBM), 15.
Prabhu et. al. (2020). Operating competitive priorities of manufacturing firms: An Analytical
Study. Journal of Industrial Engineering and Management, 38-55.
Roy, M. (2023, June 23). How to Build Customer Satisfaction, Value, and Retention? VIZURY,
p.
VI. Documentation (pictures before, and after with captions)
Doing journal outsourcing in different platform… “katulugon, pero bawal matulog…”
The making of the manuscripts… “labad nang ulo aneh…
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