Quality Service in the Hotel Industry: Evidence from Alisa Hotel Ghana

Abstract

The delivery of high quality services is one of the most important and most difficult tasks that any service organization faces due to its unique characteristics such as intangibility, Perishability, variability, inseparability and its labour intense nature. In most cases, service quality is judged by customers and as such it is the customers’ perception of how well a service meets or exceeds their expectations that define service quality. Service quality leads to customer loyalty and higher profitability when other factors have been considered. It is against the back ground that the study was undertaken to assess quality service delivery in the hotel industry. The research therefore used SERVQUAL Model to assess service quality in the hotel industry using customers of the hotel as respondents. Primary data for the research was collected using a modified pretested questionnaire developed around the SERVQUAL model. Respondents assessed service quality on a Non-comparative Scaling Techniques (ranging from Extremely Good, Very Good, Good, Bad, Very Bad, and Extremely Bad) based on tangibles, reliability, responsiveness, assurance and empathy. The findings from the study depict various concerns from customers as to their expectation and experiences. However, customers overall assessment of the service quality of the hotel depicted that, 30% rate service quality as excellent, 36% as very good, 27% as good while 7% rated their service as average. This is an indication that service quality was acceptable by customers who patron.