Skip to main content

Guest Insight Regarding Service Quality in Hotels: An Empirical Study from Bangladesh

Author(s): Debasree Bhowmik 1 , Shahariar Hasan 1 , Shohel Md. Nafi 2
Author(s) information:
1 Department of Tourism & Hospitality Management, National University, Bangladesh.
2 Department of Tourism and Hospitality Management, Noakhali Science and Technology University, Bangladesh.

Corresponding author

The tourism industry is one of the major service sectors expanding rapidly. Hotels play a prime role in delivering service to guests and creating satisfaction. This study aims to measure the guest insight regarding the service quality of star-ranking hotels in Bangladesh. Thus, a quantitative approach was used to conduct the study, and a well-structured, close-ended questionnaire was developed. This study used a five-point Likert scale for collecting data. Statistical tool SPSS 24 was used for data analysis. The analysis of guest insight towards the service quality of star-ranking hotels in Bangladesh shows a positive picture. Key areas such as service quality, food quality, location, and modern facilities receive high satisfaction scores, indicating the hotel's strengths. Safety and security measures are also well-regarded, although in-room security features need enhancement. Employee behavior shows a favorable view, particularly in complaint resolution, though overall service and interaction could improve. Green environment practices are recognized but have growth opportunities, especially in promoting energy-saving initiatives. This study will help to reshape the hotel services in Bangladesh and give direction for more extensive research to identify the segmentation-based hotel service. 

Abdou, A.H.; Hassan, T.H.; El Dief, M.M. (2020). A Description of Green Hotel Practices and Their Role in Achieving Sustainable Development. Sustainability, 12, 1‒22. https://doi.org/10.3390/su12229624.

Negero, M.T. (2020). The Role of Tourism Supporting Facilities in Determining the Inflow of Tourist, In Case of Ethiopia. International Journal of Commerce and Finance, 6, 15‒30.

Hussain, S.; Khanna, K. (2019). Guest satisfaction: A comparative study of hotel employees' and guests' perceptions. International Journal of Hospitality & Tourism Systems, 12, 1‒22.

Hafsa, S. (2020). Economic Contribution of Tourism Industry in Bangladesh: At a Glance. Global Journal of Management and Business Research: F Real Estate, Event and Tourism Management, 20, 29‒38. http://doi.org/10.34257/GJMBRFVOL20IS1PG29.

Alauddin, Md.; Ahsan, S.M.H.; Kamal, M.A.; Alam, M.M.; Hassan, A. (2020). The assessment of perceived service quality dimensions of hotel industry in Bangladesh. Journal of Multidisciplinary Academic Tourism, 5, 105‒114.

Talukdar, M.B.; Kumar, S. (2023). Revisit Intention in Hotel Industry of Bangladesh: A Critical Review of Present Literatures' Limitations and Suggestions for Further Study. In Aatithya (Past, Present & Future); Mishra, S, Ed.; Black Eagle Book: Odisha, India.

Akaegbu, J.B. (2013). Exploratory Study of Customers’ Perception of Pricing of Hotel Service Offerings in Calabar Metropolis, Cross River State, Nigeria. International Journal of Business and Social Science, 4, 234‒236.

Abdullah, O.; Sufi, T.; Kumar, S. (2022). Service Quality and its Influence on Customer Satisfaction and Customer Loyalty in the Restaurants of Five-Star Hotels. African Journal of Hospitality, Tourism and Leisure, 11, 2173‒2189.

Wu, X.; Wang, J.; Ling, Q. (2021). Managing internal service quality in hotels: Determinants and implication. Tourism Management, 86, 104329. https://doi.org/10.1016/j.tourman.2021.104329.

Chi, C.G.-Q.; Wen, B.; Ouyang, Z. (2020). Developing relationship quality in economy hotels: the role of perceived justice, service quality, and commercial friendship. Journal of Hospitality Marketing & Management, 29, 1027‒1051. http://doi.org/10.1080/19368623.2020.1748158.

Margaretha, F.; Wirawan, S.E.; Wowor, W. (2022). The influence of service quality toward customer loyalty at a five-star hotel in Bali. International Journal of Social and Management Studies, 3, 175‒186. https://doi.org/10.5555/ijosmas.v3i2.145.

Bilgihan, A.; Ricci, P. (2024). The new era of hotel marketing: integrating cutting-edge technologies with core marketing principles. Journal of Hospitality and Tourism Technology, 15, 123‒137. http://doi.org/10.1108/JHTT-04-2023-0095.

Papademetriou, C.; Anastasiadou, S.; Papalexandris, S. (2023). The Effect of Sustainable Human Resource Management Practices on Customer Satisfaction, Service Quality and Institutional Performance in Hotel Businesses. Sustainability, 15, 1‒22. https://doi.org/10.3390/su15108251.

Deb, S.K.; Nafi, S.M.; Marco, V. (2024). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, 27, 775‒799. http://doi.org/10.37547/tajmei/Volume05Issue10-06.

Maisarah, N.; Kee, D.M.H.; Syakirah, N.; Hanif, M.A.; Bella, A.; Pandey, R.; Almuhaini, R.F.; Quttainah, M.A. (2020). Customer Satisfaction Towards Service Quality: A Study of Malindo Air. International Journal of Tourism & Hospitality in Asia Pacific, 3, 1‒22.

Ramya, N.; Kowsalya, A.; Dharanipriya, K. (2019). Service Quality and Its Dimensions. EPRA International Journal of Research and Development, 4, 38‒41.

Anwar, K. (2017). Analyzing the Conceptual Model of Service Quality and Its Relationship with Guests' Satisfaction: A Study of Hotels in Erbil. The International Journal of Accounting and Business Society, 25, 1‒16.

Ali, B.J.; Gardi, B.; Othman, B.J.; Ahmed, S.A.; Ismael, N.B.; Hamza, P.A.; Aziz, H.M.; Sabir, B.Y.; Sorguli, S.; Anwar, G. (2021). The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business and Management, 5, 14‒28. http://doi.org/10.22161/ijebm.5.3.2.

Hargreaves, C.A. (2015). Analysis of Hotel Guest Satisfaction Ratings and Reviews: An Application in Singapore. American Journal of Marketing Research, 1, 208‒214.

Yum, K.; Yoo, B. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability, 15, 11214. https://doi.org/10.3390/su151411214.

Mhlanga, O.; Tichaawa, T.M. (2016). Guest expectations and experiences within selected hotels in Nelspruit, Mpumalanga Province of South Africa. African Journal for Physical and Health Sciences, 22, 1185‒1197.

Narula, G.; Kaushik, T.; Hussain, S.; Demicco, F. (2022). Expectations of domestic women business travelers from Hotel Accommodation: a perspective of hotel managers. Advances in Hospitality and Tourism Research, 10, 337‒360. http://doi.org/10.12727/ajts.27.5.

Amin, S.; Tarun, M.T. (2019). Enhancing Green Hotel Visit Intention: Role of Green Perceived Value, Perceived Consumer Effectiveness and Environmental Knowledge. International Business Research, 12, 123‒132. http://doi.org/10.5539/ibr.v12n5p123.

Ineson, E.M.; Čomić, D.; Kalmić, L. (2019). Towards a hierarchy of hotel guests' in-room needs. International Journal of Contemporary Hospitality Management, 31, 4401‒4418. http://doi.org/10.1108/IJCHM-01-2019-0061.

Wang, J.C.; Wang, Y.-C.; Tai, Y.-F. (2016). Systematic review of the elements and service standards of delightful service. International Journal of Contemporary Hospitality Management, 28, 1310‒1337. http://doi.org/10.1108/IJCHM-08-2014-0400.

Chen, Y.-L.; Chen, J.; Liu, W.-Y.; Sharma, T. (2020). Expected benefits of people interactions and guest experiences. International Hospitality Review, 34, 187‒202. http://doi.org/10.1108/IHR-04-2020-0010.

Bilgihan, A.; Smith, S.; Ricci, P.; Bujisic, M. (2016). Hotel Guest Preferences of In-Room Technology Amenities. Journal of Hospitality and Tourism Technology, 7, 118‒134. http://doi.org/10.1108/JHTT-02-2016-0008.

Agapito, D.; Valle, P.; Mendes, J. (2014). The sensory dimension of tourist experiences: Capturing meaningful sensory-informed themes in Southwest Portugal. Tourism Management, 42, 224‒237. https://doi.org/10.1016/j.tourman.2013.11.011.

Buehring, J.; O'Mahony, B. (2019). Designing memorable guest experiences: Development of constructs and value-generating factors in luxury hotels. Journal of Hospitality and Tourism Insights, 2, 358‒376. http://doi.org/10.1108/JHTI-11-2018-0077.

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, 168‒182. http://doi.org/10.1108/IJCTHR-10-2014-0087.

Tovmasyan, G. (2020). Evaluating the quality of hotel services based on tourists' perceptions and expectations: The case study of Armenia. Journal of International Studies, 13, 93‒107. http://doi.org/10.14254/2071-8330.2020/13-1/6.

Akmaz, A.; Kale, A.; Akmese, H. (2021). A Research to Determine the Expectations of Consumers from Halal Concept Hotel Operations in the Covid-19 Process. Turkish Online Journal of Qualitative Inquiry, 12, 1057‒1075.

Susanto, P.C.; Mahaputra, M. (2023). Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study. Greenation International Journal of Tourism and Management, 1, 1‒22. http://doi.org/10.38035/gijtm.v1i4.127.

Wong, A.T.-T. (2021). Customer Satisfaction in Luxury Hotels in Hong Kong: Investigate the role of service quality. International Journal of Scientific Research and Management, 9, 1‒22. https://doi.org/10.18535/ijsrm/v9i10.em04.

Sharrock, M.J.; Struwig, M.W.; Hensens, W. (2021). The Influence of Sustainable Initiatives on Hotel Guest Experience. African Journal of Hospitality, Tourism and Leisure, 10, 425‒440. http://doi.org/10.46222/ajhtl.19770720.109.

Abrudan, I.-N.; Pop, C.-M.; Lazar, P.-S. (2020). Using a General Ordered Logit Model to Explain the Influence of Hotel Facilities, General and Sustainability-Related, on Customer Ratings. Sustainability, 12, 1‒22. https://doi.org/10.3390/su12219302.

Francesco, G.; Roberto, G. (2019). Cross-country analysis of perception and emphasis of hotel attributes. Tourism Management, 74, 24‒42. https://doi.org/10.1016/j.tourman.2019.02.011.

Guesalaga, R.; Pierce, M.; Scaraboto, D. (2016). Cultural influences on expectations and evaluations of service quality in emerging markets. International Market Review, 33, 88‒111. http://doi.org/10.1108/IMR-08-2014-0283.

Nunkoo, R.; Teeroovengadum, V.; Ringle, C.M.; Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management, 91, 1‒22. https://doi.org/10.1016/j.ijhm.2019.102414.

Liu, C.-H.S.; Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42‒54. https://doi.org/10.1016/j.jairtraman.2015.12.007.

Havidz, H.B.H. (2022). Effects of Price Perception and Service Quality on Purchase Decisions. Dinasti International Journal of Economics, Finance and Accounting, 3, 469‒481. http://doi.org/10.38035/dijefa.v3i4.1473.

Hoque, U.S.; Akhter, N.; Absar, N.; Khandaker, M.U.; Al-Mamun, A. (2023). Assessing Service Quality Using SERVQUAL Model: An Empirical Study on Some Private Universities in Bangladesh. Trends in Higher Education, 2, 255-269. https://doi.org/10.3390/higheredu2010013.

Akanbi, P.A.; Obafemi, O.O. (2024). Impact of Customer Loyalty on Organizational Performance in Some Selected Publishing Companies in South-Western Nigeria. British Journal of Management and Marketing Studies, 7, 119‒133. http://doi.org/10.52589/BJMMS-OVPW9YV5.

Ozgen, H.K.S.; Kozak, M. (2023). Customer experience in five-star hotel businesses: is it an 'experience' for customers? Consumer Behavior in Tourism and Hospitality, 18, 306‒320. https://doi.org/10.1108/CBTH-11-2022-0197.

Rosli, N.; Md Nayan, S. (2020). Why Customer First? Journal of Undergraduate Social Science & Technology, 2, 1‒22.

Li, L.; Yuan, S.M.; Jiang, N. (2014). An Analysis of the Influencing Factors of Customer Retention in Tourism Resort Industry: A Case Study of Lingnan Impression Park, Guangzhou, China. Eurasian Journal of Business and Management, 2, 1‒13. http://doi.org/10.15604/ejbm.2014.02.02.001.

Kim, Y.-J.; Kim, H.-S. (2022). The Impact of Hotel Customer Experience on Customer Satisfaction through Online Reviews. Sustainability, 14, 848. https://doi.org/10.3390/su14020848.

Roy, S.K.; Halim, M.A.; Nafi, S.M.; Sazib, S.I. (2021). Factors affecting outbound tourism from Bangladesh: A Study on young Bangladeshi tourists. South Asian Journal of Social Studies and Economics, 11, 38‒46. http://doi.org/10.9734/SAJSSE/2021/v11i430292.

Miralles, C.C.; Roura, M.B.; Salas, S.P.; Argealaguet, L.L.; Jorda, J.C. (2024). Assessing the socio-economic impacts of tourism packages: a methodological proposition. The International Journal of Life Cycle Assessment, 1‒22. http://doi.org/10.1007/s11367-024-02284-z.

Saleh, H.A.; Nithyanantham, V. (2022). Quality Service Delivery Between Service Failure and Service Recovery in Hospitality Industry. Qalaal Zanist Journal, 7, 1220‒1236. https://doi.org/10.25212/lfu.qzj.7.4.51.

Tan, C.C.; Islam, M.S.; Sinha, R.; Shahata, A.E.; Selem, K.M. (2024). Compatibility as a pivotal design factor for digital concierge apps: exploring hotel guests' socio-psychological dynamics. Kybernetes, 1‒22. https://doi.org/10.1108/K-12-2023-2658.

Xu, X.-Y.; Wu, S.-Y.; Jing, H. (2017). Explore the differences between perceived service quality and customer satisfaction based on customer expectation of service attributes. International Journal of Services Technology and Management, 23, 1‒22. http://doi.org/10.1504/IJSTM.2017.085476.

Setiawan, E.B.; Wati, S.; Wardana, A.; Ikhsan, R.B. (2020). Building trust through customer satisfaction in the airline industry in Indonesia: Service quality and price fairness contribution. Management Science Letters, 10, 1‒22. http://doi.org/10.5267/j.msl.2019.10.033.

Yeboah, A. (2024). Hospitality Core Competence, Innovation and Competitive Advantage: Empirical Study of an Integrated Relationship. International Journal of Hospitality & Tourism Administration, 1‒30. http://doi.org/10.1080/15256480.2024.2312479.

Lesmana, R.; Sutarman, A.; Sunardi, N. (2021). Building A Customer Loyalty Through Service Quality Mediated by Customer Satisfaction. American Journal of Humanities and Social Sciences Research, 5, 38‒45.

Provotorina, V., Kazmina, L., Petrenko, A., Makarenko, V. (2021). Development of the Hotel Business as a Component of the Regional Tourism Industry. Proceedings of the XIII International Scientific Conference on Architecture and Construction 2020. ISCAC 2020. Lecture Notes in Civil Engineering, vol 130; Springer: Singapore. https://doi.org/10.1007/978-981-33-6208-6_3.

Nathalia, T.C.; Soegandi, K.E.; S. (2024). The Impact of Service Quality on Customer Satisfaction at 5-Star Hotels in Central Jakarta. Journal of Economics, Finance and Management Studies, 7, 1‒22. http://doi.org/10.47191/jefms/v7-i1-63.

Saut, M.; Bie, S. (2022). Impact of Service Expectation, Experiential Quality, and Perceived Value on Hotel Customer Satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 1‒29. https://doi.org/10.1080/1528008X.2022.2141414.

Crowther, S.; Adamu, N.H.; Rockson, A.N.A. (2024). Hotel Guests' Environmental Concerns and their Green Hotel Consumption Behaviour. Adrri Journal of Agriculture and Food Sciences, 8, 1‒22.

Gil-Soto, E.; Armas-Cruz, Y.; Morini Marrero, S.; Ramos-Henriquez, J.M. (2019). Hotel guests' perceptions of environmentally friendly practices in social media. International Journal of Hospitality Management, 78, 59‒67. https://doi.org/10.1016/j.ijhm.2018.11.016.

Trang, H.L.T.; Lee, J.-S.; Han, H. (2018). How do green attributes elicit pro-environmental behaviors in guests? The case of green hotels in Vietnam. Journal of Travel and Tourism Marketing, 36, 1‒22. https://doi.org/10.1080/10548408.2018.1486782.

Preziosi, M.; Acampora, A.; Merli, R.; Lucchetti, M.C. (2021). Eco-Label Certification, Hotel Performance, and Customer Satisfaction: Analysis of a Case Study and Future Developments. Advances in Global Services and Retail Management, 2, 1‒22. https://www.doi.org/10.5038/9781955833035.

Dogra, T. (2023). A comparative analysis of service quality in public and private sector hotels. Journal of Tourism Management Research, 10, 47‒61.

Anichiti, A.; Dragolea, L.-L.; Harsan, G.-D.T.; Haller, A.-P.; Butnaru, G.L. (2021). Aspects Regarding Safety and Security in Hotels: Romanian Experience. Information, 12, 1‒22. https://doi.org/10.3390/info12010044.

Mouzaek, E.; Marzouq, A.A.; Alaali, N.; Salloum, S.A.; Aburayya, A.; Suson, R. (2021). An Empirical Investigation of the Impact of Service Quality Dimensions on Guest Satisfaction: A Case Study of Dubai Hotels. Journal of Contemporary Issues in Business and Government, 27, 1‒22. http://dx.doi.org/10.47750/cibg.2021.27.03.160.

Yurcu, G.; Akinci, Z.; Kucuker, C. (2020). Tourist Perceptions About Food Service Characteristics In Accommodation Enterprises: An Importance-Performance Analysis. Journal of Economics and Administrative Sciences Faculty, 7, 1‒22. http://doi.org/10.30798/makuiibf.789941.

Lai, I.K.W. (2019). Hotel image and reputation on building customer loyalty: An empirical study in Macau. Journal of Hospitality and Tourism Management, 38, 111‒121. https://doi.org/10.1016/j.jhtm.2019.01.003.

Mohd Harif, M.A.A.; Nawaz, M.; Hameed, W.U. (2022). The role of open innovation, hotel service quality, and marketing strategy in hotel business performance. Heliyon, 8, 1‒22. https://doi.org/10.1016/j.heliyon.2022.e10441.

Kim, A.; Kim, K.P.; Nguyen, T.H.D. (2021). The Green Accommodation Management Practices: The Role of Environmentally Responsible Tourist Markets in Understanding Tourists' Pro-Environmental Behaviour. Sustainability, 13, 1‒22. http://doi.org/10.3390/su13042326.

Mukhtarom, H.; Prasetio, A. (2019). Rating Analysis of Service Quality, Comfort, Cleanliness, Food and Location of Hotels in DIY to Customer Satisfaction in Hotel Customers in Traveloka. International Journal of Multicultural and Multireligious Understanding, 6, 1‒22.

Wangchan, R.; Worapishet, T. (2019). Factors Influencing Customer Loyalty in Hotel Business: Case Study of Five-Star Hotels in Bangkok, Thailand. Asian Administration and Management Review, 2(1), 1‒22.

Nafi, S. M.; Ahmed, T. (2019). The ethical standpoint of social influencers on Hotel E-Servicescape: A theoretical perspective on the existing literature. African Journal of Hospitality, Tourism and Leisure, 8(1), 1‒22.

Tyagi, H.; Patvekar, A. (2019). The concept of Smart Room in Hotels. International Journal of Trend in Scientific Research and Development, 3(3), 1‒22.

Chan, E. S.W. (2013). Gap analysis of green hotel marketing. International Journal of Contemporary Hospitality Management, 25(7), 1017‒1048. https://doi.org/10.1108/IJCHM-09-2012-0156.

Mchigani, E.; Mugambi, D. R. M.; Kebaso, D. L. (2019). Effect of Housekeeping Service Qualities on Guest Satisfaction in Star-Related Hotels in Nairobi City County, Kenya. International Journal of Science and Research, 8(8), 1‒22.

Zaato, S.G.; Zainol, N.R.; Khan, S.; Rehman, A.U.; Faridi, M.R.; Khan, A.A. (2023). The Mediating Role of Customer Satisfaction between Antecedent Factors and Brand Loyalty for the Shopee Application. Behavioral Sciences, 13, 563. https://doi.org/10.3390/bs13070563

Scheurich, J.J. (2014). Research Method in the Postmodern, 1st ed.; Routledge: London UK.

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333‒339. https://doi.org/10.1016/j.jbusres.2019.07.039.

Zikmund, W.; D' Alessandro, S.; Winzar, H.; Lowe, B.; Babin, B. J. (2014). Marketing Research, 3rd ed.; Cengage: Boston, USA.

Malhotra, N. (2010). Marketing Research: An Applied Orientation, 6th ed.; Pearson: New Jersey, USA.

About this article

SUBMITTED: 08 June 2024
ACCEPTED: 27 June 2024
PUBLISHED: 29 June 2024
SUBMITTED to ACCEPTED: 19 days
DOI: https://doi.org/10.53623/jdmc.v4i1.454

Cite this article
Bhowmik, D. ., Hasan, S. ., & Nafi, S. M. (2024). Guest Insight Regarding Service Quality in Hotels: An Empirical Study from Bangladesh. Journal of Digital Marketing and Communication, 4(1), 46–61. https://doi.org/10.53623/jdmc.v4i1.454
Keywords
Accessed
574
Citations
0
Share this article