A Service Quality Model Applied On Indian Hotel Industry to Measure the Level of Customer Satisfaction

Evolution of economies worldwide highlights the fact that the service sector is growing faster than any other sectors. In contrary, the productivity and consequently the quality of this sector seems to be declining. Therefore, designing quality service is considered as a major challenge in service organizations. This study attempts to identify the level of customer’s satisfaction in third category hotels of India and particularly of Ujjain city. The SERVQUAL model is applied to measure customer satisfaction in the hotel industry. It reports the gap between the customer expectations and perceptions. It includes more detailed analysis such as service offerings, hotel facilities, hotels factors, etc. that affect the customer’s choices. It also provides suggestions to case organization for improvement. To have the statistic data for the study, one survey with 36 questions of 13 SERVQUAL attributes was distributed to hotel customer and on the basis of arithmetic mean (avg.) results are obtained.