Back Issues 11-20
PREDICTING AND EXAMINING CUSTOMERS’ PERCEPTION OF SERVICE QUALITY ATTRIBUTES OF BUDGET HOTELS: AN EMPIRICAL INVESTIGATION FROM TAIWAN
PREDICTING AND EXAMINING CUSTOMERS’ PERCEPTION OF SERVICE QUALITY ATTRIBUTES OF BUDGET HOTELS: AN EMPIRICAL INVESTIGATION FROM TAIWAN
Dr. Long-Yuan Lee
Department of Leisure and Sport Management, Cheng Shiu University,
Kaohsiung City, Taiwan. Tel: 886-6-235-0058.
No.840, Chenghu Rd., Niaosong Dist., Kaohsiung City 833, Taiwan (R.O.C.)
E-mail:This email address is being protected from spambots. You need JavaScript enabled to view it.
Dr. Chien-Ting Chiang*
Department of Tourism and Recreation, Cheng Shiu University,
No.840, Chenghu Rd., Niaosong Dist., Kaohsiung City 833, Taiwan (R.O.C.)
*Correspondence Author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
The present study uses customers’ service quality and demographic characteristics as the theoretical basis to test the notable prospective effects of the various types of customers groups in term of anticipated service quality attributes in budget hotels. The study provides a brief summary of the research focus on service quality attributes and marketing segmentation conducted in each of hotels customer service practice areas. A survey of 366 residents in the Kaohsiung city in Taiwan was proposed to examine how the factors of service quality attributes are expected among customers in budget hotels. A novel research approach of the combined factor analysis (EFA) and K-mean Analysis means were applied in order to understand hotel visitors' perceptions of the service quality attributes relative to their budget hotel experiences. While the result of this paper is a beneficial platform, it now seems time to extend the research with the development of theoretical bases to gain greater understanding into consumer service quality and their expected hotel experience. It was also aimed to developing an effective marketing program to satisfy customer and build customer higher leisure experience by identifying particular difference in the service quality of two groups of hotel visitors (seekers for effective problem- solving based service and seekers for trusted professionals based service). Finally, each market segment is identified with a descriptive name that invokes the crucial drivers behind consumer service quality in that subdivision.
Keywords: Customer service quality; Service Marketing; K-mean Analysis; Budget Hotel Industry
 1145 Final.pdf | [ ] | 527 kB |