As time goes by,customer demands have been changing towards the decades and it is alwayschanging.

The purpose of this study is to specifically to understand customersatisfaction towards service quality in five-star hotel, because in hotel industrycustomer satisfaction is connected to service of the hotel. Customersatisfaction plays an important part of customer loyalty towards the hotel. Toincrease the customer satisfaction, five-star hotel must provide a top-notchguest service quality. Service quality could be the SERVQUAL conceptual model byParasuraman et al. (1985). Hotel need toalways update about the continuous evolution of customer satisfaction and tocreate the customer retention and customer loyalty. It is difficult tosatisfied guest that can afford living at a five-star hotel. Most of the peoplethat can afford five-star hotel are in higher income level, and usually theyknow whether the hotel service quality is same to value they have paid.

 Customer satisfactionhas been always an interesting topic for any companies which provide goods orservices. With customer satisfaction it can create a sustainable profit for acompany. A company also can increase more sales due to customer satisfaction,and due to that satisfaction it creates a customer loyalty towards anycompanies. Sometimes the satisfaction can leads to recommendation and repeatpurchase of the goods or services. It also can help the customer to be loyal toour company since there is different brand parity in the markets.

To create astrong relationship between the company and customer, companies should conducta research to know on what customer buying etiquettes are and whether they aresatisfied towards the services quality and good or product quality, the valueof the good or services that a particular company provided. To measure customersatisfaction is not easy because it is a human feeling. Human can fake theirfeelings, what you see maybe is not what they meant. For this reason, I wouldlike to update what past researches has done about this topic, and show whatservice quality that can make a customer satisfied. This paper will help bothacademia and practitioner, academia can use this for the base of their studyand on the other hand practitioner can use the result of this paper andimplement on the hotel itself to boost up hotel service quality in order tomake customer satisfied.

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  Keywords: hospitalityindustry, five-star hotel, customer satisfaction, service quality, brand image,customer loyalty