HOTEL-PRODUCT PERCEIVED QUALITY: A CASE STUDY OF CITY HOTELS IN VOJVODINA (SERBIA) - A FACTOR ANALYSIS
Abstract
Over the past two decades, many researchers, as well as hotel management, conducted surveys on visitor satisfaction with service quality of hospitality products. However, there is a lack of investigation of the perceived quality of hotels products in Vojvodina whose economy is still in the stage of adjustment to the new economic conditions due to the transition and ownership transformation. Thus, the aim of this study is to identify all the specific factors of hotel product and to point out the necessity of strengthening them in order to reach the level of satisfaction of customers of services provided. Data were collected from a sample of guests staying at various city hotels in Vojvodina (Serbia), rated with 1 up to 5 stars. Two types of analyses were performed to reach this objective: the exploratory factor analysis (EFA) and after that, the one-way analysis of variance (One-way ANOVA) with the view of determining a substantive effect of factors in different hotel categories. The paper identifies five major attributes as the most influential factors of the hotel product quality, i.e. front office services, employees, hotel facilities, restaurant service and the location of facilities. The discussion of findings leads to some suggestions on how to reach the hotel-product improvement and the specialization of hotels.
Keywords
Full Text:
PDFReferences
Bitner, M. Booms, B.H. & Stanfield, T.M. (1990). The service encounter: diagnosing favourable and unfavorable incidents, Journal of Marketing, 54(1), 71–84.
Blesic, I., Romelic, J. & Bradic, M. (2009). Primena modifikovanog SERVQUAL modela u oceni kvaliteta hotelskih usluga na primeru Zapadnomoravske banjske zone [Application of a modified SERVQUAL model in assess the quality of hotel services on the example of the West Moravian Spa Zone], Journal ofthe Geographical Institute Jovan Cvijic, 59(1), 93–110.
Butanaru, G.I., & Miller, A. (2012). Conceptual approaches on quality and theory of tourism services, Procedia Economics and Finance 3, 375 – 380.
Callan, R., Bowman, L. (2000). Selecting a hotel and determining salient quality attributes: a preliminary study of mature British travellers, International Journal of Tourism Research, 2(2), 97–118.
Choi, T., & Chu R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage in Hongong hotel industry, International Journal of Hospitality Management, 20(3), pp. 277-297.
Chu, R., Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers, Tourism Management, 21(4), 363–377.
Dedeoğlu; B. B., & Demirer, H. (2015). Differences in service quality perceptions of stakeholders in the hotel industry, International Journal of Contemporary Hospitality Management, 27(1), 130-146. https://doi.org/10.1108/ IJCHM-08-2013-0350
Dolnicar, S. (2002). Business travellers’ hotel expectations and disappointments: a different perspective to hotel attribute importance investigation, Asia Pacific Journal of Tourism Research, 7(1), 29–35.
Đorđević, A., Zečević, B., Stančić, B.H. (2016). Importance of various service types in hotels - empirical analysis, Economic themes, 54(3), 403-423. DOI 10.1515/
ethemes-2016-0020
Emir, O. & Kozak, M. (2011). Perceived importance of attributes on hotel guests' repeat visit intentions, Journal Tourism, 59(2), 131-143.
Gonzalez, J. V., & Garazo, T. G. (2006). Structural relationships between organizational service orientation, contact employee job satisfaction and citizenship. International Journal of Service Industry Management, 17(1), 23–50.
Harris, L. C. (2012). Ripping off tourists: An empirical evaluation of tourists’ perceptions and service work (mis)behavior. Annals of Tourism Research, 39(2), 1070–1093.
Hodgson, P. (1990). New Tourism Product Development: Market Research's Role, Tourism Management, 11(1), 2-5.
Hosseini, S.R., Zainal, A., & Sumarjan, N. (2015). The Effects of Service Performance of Hotel Customers on Quality of Experience and Brand Loyalty in Iran, Procedia - Social and Behavioral Sciences, 201, 156–164.
Jasinskas, E., Streimikiene, D., Svagzdiene, B., & Simanavicius, A. (2016). Impact of hotel service quality on the loyalty of customers, Economic Research-Ekonomska Istraživanja , 29 (1), 559-572. https://doi.org/10.1080/1331677X.2016.1177465
Jones, D., Mak B. & Sim J. (2007). A New Look at the Antecedents and Consequences of Relationship Quality in the Hotel Service Environment, Services Marketing Quarterly, 28(3), 15-31.
Kandampully, J., Zhan, T. & Jaakkola, E. (2018). “Customer experience management in hospitality. A literature synthesis, new understanding and research agenda”, International Journal of Contemporary Hospitality Management, 30 (1), 21-56. https://doi.org/10.1108/IJCHM-10-2015-0549
Keating, M., & Harrington, D. (2002). The challenges of implementing quality in the Irish hotel industry: A review, Managing Service Quality, 12(5), 303–315.
Knutson, B. (1988). Frequent travelers: making them happy and bringing them back, Cornell Hotel and Restaurant Administration Quarterly, 29(1), 83–87.
Ko¬sar, Lj., & Ra¬še¬ta, S. (2005). Iza¬zo¬vi kva¬li¬te¬ta [ Quality challenges], Vi¬ša ho¬te¬li¬jer¬ska ško¬la, Be¬ograd
Kosar, Lj. (2015). Osnove hotelijerstva [Basics of hotel industry], Visoka hotelijerska škola, Beograd
Kozak, M., & Baloglu, S. (2011). Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge, Routledge, New York
Krsmanović-Veličković, S. (2017). Dizajniranje u hotelijerstvu kao faktor diferenciranja hotelskog proizvoda, doktorska disertacija u rukopisu [Designing in hotel industry as a factor of differentiation of hotel products, doctoral dissertation in manuscript], Univerzitet Singidunum, Departman za posledipolomske studije, Beograd
Kusluvan, S., Kusluvan, Z., Ilhan, I., & Buyruk, L. (2010). The human dimension: A review of human resources management issues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51(2), 171–214.
LeBlanc, G., & Nguyen, N. (1996). An examination of the factors that signal hotel image to travelers, Journal of Vacation Marketing, 3(1), 32–42.
Lewis, R., & Booms, B. (1983). The marketing aspects of service quality: Emerging perspectives on services marketing, Chicago: American Marketing
Lewis, R., & Chambers, R. (1989). Marketing Leadership in Hospitality, Van Nostrand Reinhold, New York
Lockyer, T. (2002). Business guests’ accommodation selection: the view from both sides, International Journal of Contemporary Hospitality Management, 14(6), 294–300.
Lovelock, C., &Wright, L. (1999). Principles of service marketing and management, Englewood Cliff, NJ: Prentice-Hall
Lu, C., Berchoux, C., Marek, M.W., & Chen, B. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels", International Journal of Culture, Tourism and Hospitality Research, 9(2), 168-182. https://doi.org/10.1108/IJCTHR-10-2014-0087
Maniu, L.A., & Marin-P antelescu, A. (2012). Managing the Hotels Service Products and E-Services. Case Study: Researching Tourists’ Satisfaction Regarding the Hotels Services in Romania Journal of Knowledge Management, Economics and Information Technology, 8, 1-14.
Moreo, A., Woods, R., Sammons, G., & Bergman, C. (2019). "Connection or competence: Emotional labor and service quality’s impact on satisfaction and loyalty", International Journal of Contemporary Hospitality Management, 31( 1), 330-348, https://doi.org/10.1108/IJCHM-03-2017-0176
Parasuraman, A., & Zeithaml, V. & Berry, L. (1985). A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(4), 41–50.
Puciato, D., Łoś, A., & Mrozowic, K. (2013). Franchising as a way of reducing moral hazard in the tourism market, Argumenta Oeconomica, 1 (30), 127-147.
Roman, C., & Martín, J.C. (2016). Hotel attributes: Asymmetries in guest payments and gains-A stated preference approach, Tourism Management, 52, 488-497. https://doi.org/10.1016/j.tourman.2015.08.001
Su, A. (2004). Customer satisfaction measurement practice in Taiwan hotels, International Journal of Hospitality Management, 23(4), 397–408.
Tsaur, S., & Tzeng, G. (1995). Multiattribute decision making analysis for customer preference of tourist hotels, Journal of Travel & Tourism Marketing, 4(4), 55–69.
Ullah, A., Raza, M., & Chander, S. (2016). Effect of perceived quality of service on customer loyalty: a case of pearl continental hotel services, City University Research Journal, 6(1), 81-100.
Vukosav, S., & Curcic, N. (2009). Prоmene u hotelijerstvu Vojvodine kao rezultat tranzicionih procesa [Changes in the hotel industry of Vojvodina as a result of the transition process], Journal of the Geographical Institute Jovan Cvijic, 59(1), 139–154.
Weaver, P., McCleary, K. (1991). Basics bring‘em back, Hotel and Motel Management, Dululth.
Weaver, P., & Oh, H. (1993). Do American business travellers have different hotel service requirements? International Journal of Contemporary Hospitality Management, 5(3), 16–21.
Wilensky, L., & Buttle, F. (1988). A multivariate analysis of hotel benefit bundles and choice trade-offs, International Journal of Hospitality Management, 7(1), 29–41.
Wilkins, H., Merrilees, B. & Herington, C. (2007). Towards an understanding of total service quality in hotels, Intenational journal of Hospitality Management, 26(5), 840–853.
Worsfold, K., Fisher, R., McPhail, R., Francis, M., & Thomas, A. (2016). Satisfaction, value and intention to return in hotels, International Journal of Contemporary Hospitality Management, 28(11),2570-2588. https://doi.org/10.1108/IJCHM-04-2015-0195.
DOI: https://doi.org/10.22190/TEME180423020V
Refbacks
- There are currently no refbacks.
© University of Niš, Serbia
Creative Commons licence CC BY-NC-ND
Print ISSN: 0353-7919
Online ISSN: 1820-7804