Introduction
The global market trend has shifted from agriculture to services, highlighting the importance of service quality for companies aiming to meet customer expectations (Rao and Sahu, 2013) Understanding customer requirements enables hotel operators to effectively predict and satisfy their needs, leading to increased customer satisfaction and loyalty (Bucak, 2014; Yilmaz, 2009a) In today's competitive landscape, hotels that provide high-quality services are more likely to stand out and earn positive recognition from guests (Akbaba, 2006) In Vietnam, hotel visitors show a strong preference for establishments that deliver exceptional service and generate favorable word-of-mouth recommendations (Nguyen et al., 2015) The significance of service quality in enhancing customer satisfaction within Vietnam's hotel industry is well acknowledged (Nguyen et al., 2015) Therefore, this research will explore the impact of service quality on customer satisfaction at Sheraton Saigon Hotel, a prominent hotel in Vietnam, leading to the formulation of a research question for further investigation.
Research question
Research has established that service quality is a key determinant of customer satisfaction (Gil et al., 2006; Yilmaz, 2009a) Nevertheless, there is limited research exploring the link between customer satisfaction and service quality specifically within the hotel industry in Vietnam (Nguyen et al., 2015).
This research investigates how service quality influences customer satisfaction within the hotel industry in Vietnam The primary focus is to understand the relationship between these two factors, specifically examining the impact of service quality on the overall satisfaction of hotel guests.
This research focuses on the Sheraton Saigon Hotel, aiming to explore the relationship between service quality and customer satisfaction By employing a case study strategy, the study seeks to provide valuable insights into how these two factors interact within this renowned Vietnamese hotel The objectives of the research are designed to clarify the central research question, ultimately enhancing understanding of customer experiences in relation to service quality at the Sheraton Saigon Hotel.
Research aim and objectives
This research aims to analyze the impact of service quality on customer satisfaction at Sheraton Saigon Hotel, focusing on three key objectives First, it examines how various service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—affect customer satisfaction Second, it assesses the current level of customer satisfaction regarding the hotel's service quality Lastly, the study will propose solutions to enhance service quality and, consequently, customer satisfaction at Sheraton Saigon Hotel in the future The significance of this research underscores the importance of understanding these dynamics to improve overall customer experience.
Justification of the research
In recent decades, service quality and customer satisfaction have become crucial for organizations seeking competitive advantages, particularly in the hotel industry in Vietnam, where research on these topics is limited This study employs a quantitative method, as highlighted by Saunders et al (2012), to reliably explore the relationship between service quality and customer satisfaction at Sheraton Saigon Hotel Utilizing a questionnaire, the research aims to assess how service quality impacts customer satisfaction, thereby contributing to the existing literature and providing valuable insights for the hotel's management to enhance service quality in the future Despite its advantages, the study acknowledges certain limitations that need to be addressed.
Limitations of the research
While evaluating the strengths of research is important, assessing its limitations is equally vital for determining its reliability and validity (Cameron and Price, 2009) According to Saunders et al (2012), limitations can arise in both data collection and analysis This study focuses specifically on the Sheraton Saigon Hotel, suggesting potential insufficiencies in data collection Furthermore, Yin (2003) emphasizes that a sufficiently large sample size is essential for robust research outcomes.
This research focuses on the average number of customers at Sheraton Saigon Hotel, acknowledging that the study's time constraints may affect the generalization of the data Due to these limitations, the average customer data may not fully represent broader trends For a comprehensive understanding of the research limitations, please refer to Chapter 6.
Structure of the research
This research is structured into six chapters, with the first chapter introducing the study and the subsequent five chapters addressing the main research question Chapter two provides a literature review focused on service quality, customer satisfaction, and their interrelationship Chapter three outlines the research methodology, detailing aspects such as research philosophy, strategy, data collection methods, and ethical considerations In chapter four, the research results are presented to directly address the research question Chapter five analyzes these results in comparison with prior studies, while chapter six summarizes the findings, highlights research contributions and limitations, and offers recommendations to enhance hotel service quality at Sheraton Saigon Hotel to improve customer satisfaction in the future.
Conclusion
Chapter one serves as a foundational section of this research, outlining the research question and objectives It also discusses the limitations and justifications of the study while presenting the overall structure of the research.
11 understandings about the research question and to evaluate gaps in the literature, a critical analysis of literature is required in the chapter two
Introduction
In the contemporary global economy, the significance of service quality and customer satisfaction has escalated, becoming vital for organizational effectiveness, innovation, and competitiveness (Boon-Liat and Zabid, 2013; Jasinskas et al., 2016) This research aims to critically examine existing literature on the impact of service quality on customer satisfaction at Sheraton Saigon Hotel The chapter evaluates the concepts of service quality and customer satisfaction, exploring the relationship between them while focusing on key service quality factors such as tangibles, assurance, reliability, empathy, and responsiveness Additionally, it identifies gaps in the literature and proposes a conceptual model to guide the research.
Service quality
Because of the importance of service quality, it has been defined by many researchers
Service quality is defined as the relationship between customers' expectations for superior service and their perceptions of the service delivered (Hernon, 2002) Customers experience satisfaction when they perceive that the service meets or exceeds their expectations (Parikh, 2006).
Customers assess service superiority based on their ability to receive desired services at an appropriate price, ultimately expecting good value for their money, enhanced service, and acceptable quality (Soita, 2012) Service quality emphasizes the delivery processes rather than just the outcomes of the service (Levy and Weitz, 2007).
Service quality is a vital strategic element in the hotel industry, significantly influencing customer satisfaction (Kuo et al., 2013) The SERVQUAL tool, developed by Parasuraman et al (1988), effectively measures service quality across various sectors, including hotels, banking, and restaurants This strategic framework identifies five key dimensions of service quality: tangibles, assurance, reliability, empathy, and responsiveness.
The SERVQUAL model has been trustworthy and valid for evaluating and measuring the hotel service quality in many nations The SERVQUAL model has been an
The SERVQUAL model is a highly reliable and valid tool for assessing hotel service quality, as it incorporates both expectation-based and perception-based measures This research focuses on the Sheraton Saigon Hotel, examining the relationship between key service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—and customer satisfaction Studies by Su and Sun (2007), Yilmaz (2009a, 2009b), and Jasinskas et al (2016) support the effectiveness of this model in understanding customer perceptions and expectations.
Customer satisfaction
In today's globalized market, customer satisfaction is a vital factor for the success of any company Businesses strive to meet the needs and expectations of their customers by providing exceptional goods and unique services Customer satisfaction is defined as the extent to which an individual's demands and desires are fulfilled A customer feels satisfied when their perception of a service exceeds their expectations, while dissatisfaction arises when their perception falls short of what they anticipated.
2004) According to Ha and Janda (2008), customer’s satisfaction is the customer’s post-consumption evaluation for a service/ a product that is measured from attributes of the service/ the product
Customer satisfaction in the hotel industry is assessed through various factors, including service quality and pricing (Gil et al., 2006) High levels of satisfaction with hotel service quality are crucial for fostering customer loyalty and encouraging positive word-of-mouth recommendations.
Customer dissatisfaction with hotel service quality leads to a reluctance to return and fosters negative perceptions of the establishment Therefore, it is crucial for hotels to prioritize the maintenance of high-quality services to enhance customer satisfaction and loyalty.
How customer satisfaction is impacted by service quality
Customer satisfaction and tangibles
Tangibles in the hotel industry refer to the appearance of communication materials, personnel, equipment, and physical facilities, which significantly impact customer satisfaction (Parasuraman et al., 1988; Ngai et al., 2007) Customers evaluate modern equipment, the appearance of hotel staff, and the overall cleanliness and design of the hotel When hotels maintain clean environments, appealing furnishings, and well-designed physical facilities, along with neat employee uniforms, customer satisfaction with service quality increases (Boon-Liat and Zabid, 2013; Bucak, 2014) Therefore, hotels must prioritize their tangibles, as these elements are crucial in determining customer satisfaction and perceptions of service quality (Rao and Sahu, 2013; Saleem and Raja, 2014).
15 modern and clean tangibles Thus, there is a strong relationship between hotel services’ tangibles and customers’ satisfaction
This research proposes a hypothesis to investigate the influence of tangibles on customer satisfaction regarding service quality at Sheraton Saigon Hotel, emphasizing the significant relationship between physical elements and overall guest contentment.
H1: Tangibles positively affect customers’ satisfaction on service quality in Sheraton Saigon Hotel.
Customer satisfaction and assurance
Assurance in hotel services refers to the courtesy and expertise of hotel staff, which fosters trust and confidence in customers (Parasuraman et al., 1988; Halil and Kashif, 2005) Customers assess service quality based on staff knowledge and courtesy; when staff exhibit high levels of both, customer satisfaction increases Conversely, a lack of courteousness and inadequate responses to inquiries can lead to customer disappointment regarding service quality (Yilmaz, 2009a) Therefore, when hotel employees prioritize building customer trust, it significantly enhances overall satisfaction with the hotel services (Yilmaz, 209b) Many hotels are now emphasizing the importance of assurance to boost customer trust and satisfaction.
To enhance customer satisfaction, hotels must focus on improving their service quality, as research indicates a strong correlation between service assurance and guest satisfaction (Su and Sun, 2007; Saleem and Raja, 2014).
This research proposes a hypothesis to investigate how assurance influences customer satisfaction regarding service quality at Sheraton Saigon Hotel, highlighting the significant relationship between these factors.
H2: Assurance positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel.
Customer satisfaction and reliability
Reliability in hotel services refers to the ability of the hotel to deliver promised services accurately and dependably (Karunaratne and Jayawardena, 2010) Customers prioritize the consistency of services, the fulfillment of their requests, and the overall execution of hotel offerings When guests' expectations regarding service reliability are met, they experience satisfaction; conversely, unmet expectations lead to dissatisfaction (Nham and Nguyen, 2014) Consequently, hotels increasingly emphasize the importance of reliable service delivery to foster customer trust and enhance satisfaction levels.
Ensuring the reliability of hotel services is a challenge for many hotels, as it heavily depends on the skills and understanding of their employees Studies show that there is a significant connection between the reliability of hotel services and customer satisfaction, highlighting the importance of well-trained staff in delivering consistent service quality.
This research proposes a hypothesis to investigate how reliability affects customer satisfaction regarding service quality at the Sheraton Saigon Hotel, emphasizing the crucial link between dependable service and overall guest contentment.
H3: Reliability positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel.
Customer satisfaction and empathy
Empathy in hotel services refers to the attentive care and personalized attention that hotel staff provide to their customers (Parasuraman et al., 1988; Karunaratne and Jayawardena, 2010) When guests perceive that a hotel prioritizes their individual needs and expectations, their satisfaction with the services increases (Yilmaz, 2009a) Additionally, hotels that align their operational hours with customer expectations tend to enhance guest perceptions and overall satisfaction (Nguyen et al., 2015) As a result, an increasing number of hotels are prioritizing empathy in their service delivery to improve customer experiences.
18 their customers see that they always respect customer values and are always willing to valid hotel services according to their customers’ expectation and desires (Ngai et al.,
In the hospitality industry, delivering empathetic hotel services is challenging due to the diverse needs of customers (Karunaratne and Jayawardena, 2010) However, hotels that successfully cultivate high levels of empathy can achieve significant competitive advantages, including increased customer satisfaction, loyalty, and positive word-of-mouth, ultimately enhancing their long-term business performance Research indicates a strong correlation between the empathy of hotel services and customer satisfaction (Jasinskas et al., 2016).
This research proposes a hypothesis to investigate how empathy influences customer satisfaction regarding service quality at Sheraton Saigon Hotel, highlighting the critical link between empathetic service and enhanced customer experiences.
H4: Empathy positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel.
Customer satisfaction and responsiveness
Responsiveness in the hotel industry refers to the eagerness of hotel staff to assist customers and provide prompt services (Parasuraman et al., 1988; Yasir et al., 2013) Guests anticipate high responsiveness from hotel services, and their satisfaction is closely linked to whether these expectations are met Hotels that prioritize responsive service not only enhance customer satisfaction but also improve their overall reputation and success.
A hotel's customer satisfaction is significantly influenced by the responsiveness of its services; when employees fail to assist customers effectively, it leads to dissatisfaction (Yilmaz, 2009a; 2009b) To enhance customer satisfaction, hotels must prioritize responsive service, which requires skilled and motivated staff (Rao and Sahu, 2013) Providing training for employees is essential to boost their expertise and enthusiasm, ultimately fostering a strong correlation between service responsiveness and customer satisfaction (Saleem and Raja, 2014).
This research proposes a hypothesis to investigate how responsiveness influences customer satisfaction regarding service quality at the Sheraton Saigon Hotel.
H5: Responsiveness positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel.
The gaps in the literature
This research highlights notable gaps in understanding the relationship between customer satisfaction and service quality within the Vietnamese hotel industry Nguyen et al (2015) emphasize that, despite numerous studies examining these connections, further exploration is necessary to fully comprehend their dynamics.
20 hotel industry, the researchers have not focused much on the hotel context in Vietnam
The existing gaps in literature have made it challenging to explore the relationship between customer satisfaction and service quality within the Vietnamese hotel sector In Vietnam, service quality is a vital determinant of customer satisfaction and overall hotel performance (Nham and Nguyen, 2014) However, the current methods for measuring service quality and customer satisfaction in this context are inadequate To address these gaps, this research aims to investigate the relationship between customer satisfaction and service quality specifically at the Sheraton Saigon Hotel, necessitating the development of a conceptual model to achieve the research objectives.
Conceptual model
This chapter presents a conceptual model for this research, illustrating the relationship between service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—and customer satisfaction within the Vietnamese hotel industry, as discussed previously.
Figure 2: Conceptual model for this research
The conceptual model for this research consists of five hypotheses as follows:
H1: Tangibles positively affect customers’ satisfaction on service quality in Sheraton Saigon Hotel
H2: Assurance positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel
H3: Reliability positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel
H4: Empathy positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel
H5: Responsiveness positively affects customers’ satisfaction on service quality in Sheraton Saigon Hotel
The literature review has laid a solid foundation for this research, enabling the development of a conceptual model that addresses the primary research question This model is crucial for evaluating the impact of service quality on customer satisfaction at Sheraton Saigon Hotel Customers inherently expect high service quality from hotels, including Sheraton Saigon, prompting hotel management to prioritize the enhancement of service quality to attract new clients and retain existing ones (Kandampully and Hu, 2007).
Conclusion
This chapter reviews the literature on service quality and customer satisfaction, highlighting the relationship between the two It explores key concepts of service quality—including tangibles, assurance, reliability, empathy, and responsiveness—and their influence on customer satisfaction Additionally, the chapter identifies gaps in existing research and proposes a conceptual model for this study Hypotheses regarding the impact of service quality factors on customer satisfaction at Sheraton Saigon Hotel are also presented, setting the stage for further analysis of this relationship.
23 research has to choose the suitable research methodology The next chapter is to indicate the chosen research methodology
Introduction
The third chapter outlines the research methodology, covering key elements such as research philosophy, strategy, data collection methods, research approach, and data analysis techniques It will also address sampling methods and size, alongside considerations of research ethics and limitations Ultimately, this chapter aims to identify the most suitable research methodology to effectively achieve the research objectives.
Research philosophy
Research philosophy refers to the foundational approach that guides the pursuit of valid and reliable research findings (Bajpai, 2011) The positivism research philosophy emphasizes the importance of utilizing objective evidence to achieve dependable results (Bruce et al.).
The research employs a positivism philosophy, emphasizing the use of objective evidence obtained from questionnaires to investigate the impact of service quality on customer satisfaction at Sheraton Saigon Hotel This approach contrasts with interpretivism, which relies on subjective viewpoints and critical analysis for valid findings, and pragmatism, which combines both subjective and objective perspectives for reliable results.
The 24 philosophy will yield dependable research findings applicable to the Sheraton Saigon Hotel, while the positivism research philosophy typically focuses on the relationships among various elements (Cohen et al., 2011).
Research strategy
The research strategy involves various methods for collecting data to address research issues (Creswell, 2013) One effective approach is the survey strategy, which gathers data from a representative sample of the target population (Kaplan, 2004) Alternatively, the case study strategy focuses on in-depth analysis of a single case, such as an organization or industry (Miles et al., 2013), while action research strategy involves collecting data from researchers' work environments to address specific problems (Osborne, 2007) This study employs the survey strategy to collect data from numerous customers of Sheraton Saigon Hotel, representing the target population (Waters, 2011) The survey strategy not only facilitates the exploration of correlations among various factors but also aids in constructing a logical model for these relationships (Saunders et al., 2012) Additionally, it minimizes costs and time spent on data collection by allowing simultaneous outreach to a large audience.
Research approach
The research approach refers to the method employed by researchers to investigate existing theories or formulate new ones (Biggam, 2008) The deductive research approach leverages existing literature to address specific study issues, while the inductive approach aims to create new literature for emerging phenomena (Cargan, 2007) This study adopts the deductive research approach.
This article explores the relationship between customer satisfaction and service quality in the hospitality industry, specifically focusing on the Sheraton Saigon Hotel It reviews current theories, gathers data, and analyzes the findings to assess these theories in a practical context.
When selecting a research strategy, it is essential for researchers to assess the availability of current literature on their research phenomena A wealth of existing literature typically leads researchers to adopt a deductive approach, while a lack of literature prompts the use of an inductive approach to generate new insights In the context of the hospitality industry, specifically at Sheraton Saigon Hotel, there are established theories linking customer satisfaction and service quality Therefore, this research will leverage these existing theories to investigate the relationship between customer satisfaction and service quality.
Research method
The research method is defined as the approach to investigating research questions through either numerical data or non-numerical information The quantitative research method utilizes numerical data and employs various quantitative analysis techniques, such as linear regression and statistical analysis (William, 2007) In contrast, the qualitative research method focuses on non-numerical information and utilizes qualitative analysis methods, including content and narrative analysis (King and Horrocks, 2010; Braun and Clarke, 2013) This study adopts the quantitative research method, employing numerical data and methods of quantitative analysis, including descriptive analysis and linear regression analysis.
The quantitative research method is ideal for examining the relationship between customer satisfaction and service quality at Sheraton Saigon Hotel, as it effectively explores correlations among various factors (Creswell, 2013) This method aligns with positivism research philosophy, utilizes a survey strategy, and follows a deductive research approach (Saunders et al., 2012).
Method of data collection
Data collection instrument
This research employs a questionnaire to effectively gather numerical data from relevant participants The structured design of the questionnaire ensures the collection of uniform and reliable data, with its anonymous nature promoting honest responses (Cargan, 2007) Additionally, the questionnaire offers a cost-effective and time-efficient method for reaching a large audience simultaneously, thus reducing data collection expenses and duration (Biggam, 2008) It consists of two main sections: one focuses on demographic information from respondents, while the other examines the correlation between customer satisfaction and service quality at Sheraton Saigon Hotel The detailed structure of the questionnaire is presented in Table 1.
Table 1: Detailed structure of the questionnaire
Information The number of questions
Demographic information (age, gender, marital status, and educational level)
5 questions Likert five-point scale questions
Sampling method and size
When discussing sampling methods, there are two primary approaches: non-random sampling and random sampling Non-random sampling requires researchers to select their sampling strategy based on specific intentions, while random sampling involves choosing a sampling method through a random selection process.
In this research, a simple random sampling method will be employed to ensure the reliability and generalizability of the data, which enhances the quality of the findings (Thompson, 2011) The study will survey 150 customers of Sheraton Saigon Hotel, as a sample size of 150-200 is recommended for effective data generalization (Struwig et al., 2001) The researcher will personally distribute and collect the questionnaires from these customers to obtain numerical data that will help explore the relationship between customer satisfaction and service quality at the hotel.
Method of data analysis
This research employs three primary methods for data analysis The first method, descriptive analysis, focuses on examining the demographic information of surveyed customers at Sheraton Saigon Hotel, including educational level, age, marital status, and gender The second method, a reliability test, assesses the reliability of key factors such as customer satisfaction, tangibles of hotel service, assurance, reliability, empathy, and responsiveness of the hotel service.
The study employs Cronbach’s Alpha, with a threshold above 0.7, to ensure reliability in the data analysis (Dewberry, 2004) Additionally, linear regression analysis is utilized to assess the impact of various antecedents on customer satisfaction, specifically focusing on the tangibles, assurance, reliability, empathy, and responsiveness of hotel services.
Research ethics
The researcher adheres to all ethical guidelines set by the University, ensuring that participants voluntarily engage in the survey and are fully informed about the research purpose Anonymity is maintained through the use of anonymous questionnaires, and collected data is solely utilized for the dissertation's objectives The researcher demonstrates appropriate behavior throughout the research and data collection process, while participants retain the right to withdraw at any time Additionally, all personal information is securely stored to protect participant privacy.
Research methodology limitations
This research adopts a deductive approach, which is less flexible and does not allow for the exploration of alternative viewpoints (Saunders et al., 2012) The quantitative research method falls short in providing in-depth findings compared to qualitative methods (Patton, 2015) Additionally, a questionnaire with limited questions restricts the researcher’s ability to gather comprehensive information on the study issues, indicating the need for a more robust data collection strategy.
To enhance data validity, researchers can utilize 30 additional data collection tools, such as focus groups and in-depth interviews (Silverman, 2013; Ritchie, 2013) Moreover, a sample size of 150 customers at the Sheraton Saigon Hotel may not adequately represent the diverse perspectives of all its clientele.
Conclusion
The third chapter outlines the research methodology, emphasizing a positivist research philosophy and employing a survey strategy with a sample size of 150 Sheraton Saigon Hotel customers, utilizing simple random sampling It adopts a deductive approach and quantitative methods, including descriptive analysis, reliability testing, and linear regression analysis for data evaluation Additionally, the chapter addresses research ethics and acknowledges the limitations of the chosen methodology, ensuring that the selected approach effectively meets all research objectives.
CHAPTER FOUR – ANALYSIS OF RESEARCH FINDINGS
Introduction
The fourth chapter presents research findings addressing the impact of service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—on customer satisfaction at Sheraton Saigon Hotel It also evaluates the overall satisfaction levels of customers regarding the hotel's service quality Additionally, demographic information of the surveyed customers is provided, along with an analysis of the reliability of the identified factors.
Surveyed customers’ demographic information
This research involved distributing questionnaires to 150 customers of the Sheraton Saigon Hotel, with 3 questionnaires being incomplete Consequently, the study utilized data from 147 completed questionnaires to analyze customer feedback effectively.
32 completed by 147 customers of this hotel to answer the research question The demographic information of the 147 surveyed customers is indicated in table 2
Table 2: Demographic information of customers of Sheraton Saigon Hotel
Demographic information of customers Frequency Percent (%)
The customer demographic of Sheraton Saigon Hotel reveals that 54.4% of surveyed individuals are male, while 45.6% are female A significant majority, 81%, of the customers fall within the 25-35 age range In terms of marital status, 95.9% of respondents are married, with only 4.1% identifying as single Furthermore, 95.9% of the surveyed customers hold a Bachelor’s degree, indicating a well-educated clientele.
Reliability test
This research employs a Cronbach’s Alpha threshold of greater than 0.7 to assess the reliability of various hotel service factors, including tangibles, assurance, reliability, empathy, and responsiveness According to Dewberry (2004), factors exceeding this Alpha value are considered reliable The reliability levels of these factors are detailed in Table 3.
Table 3: The reliability level of factors
The factors influencing hotel service quality—tangibles, assurance, reliability, empathy, and responsiveness—are deemed reliable, with Cronbach’s Alpha values of 0.859, 0.854, 0.825, 0.973, 0.889, and 0.892, all exceeding the threshold of 0.7 Consequently, these factors will be analyzed to determine their impact on customer satisfaction at the Sheraton Saigon Hotel in the following section.
The relationship between service quality and customer satisfaction in Sheraton
This research will analyze the impact of service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—on customer satisfaction at Sheraton Saigon Hotel, utilizing a significance level (p-value) of less than 0.05.
(2004) indicates that such p-value coefficient will reflect the correlation between factors Table 4 and table 5 reflect the results of linear regression analysis
Table 4: Model summary of customer’s satisfaction in Sheraton Saigon Hotel
Std Error of the Estimate
Table 9: Coefficients of customer’s satisfaction in Sheraton Saigon Hotel
Table 5 indicates how customer satisfaction is impacted by factors of service quality (tangibles, assurance, reliability, empathy, and responsiveness) in Sheraton Saigon Hotel:
P-value (sig.) of Tangibles of Sheraton Saigon Hotel is 0.052 that is greater 0.05 Hence, tangibles do not affect customers’ satisfaction on service quality in
Sheraton Saigon Hotel Then, H1 is rejected
The P-value for the Assurance of Sheraton Saigon Hotel is 0.000, which is less than the 0.05 threshold, indicating a significant relationship Additionally, the beta value of 0.595 suggests that assurance positively influences customer satisfaction regarding service quality at the hotel Therefore, H2 is accepted.
The P-value for the reliability of Sheraton Saigon Hotel is 0.034, which is less than the 0.05 threshold, indicating a significant relationship Additionally, the beta value of 0.140 suggests that reliability has a positive impact on customer satisfaction regarding service quality at the Sheraton Saigon Hotel Therefore, the hypothesis H3 is accepted.
P-value (sig.) of Empathy of Sheraton Saigon Hotel is 0.056 that is greater 0.05 Hence, empathy does not affect customers’ satisfaction on service quality in Sheraton Saigon Hotel Then, H4 is rejected
The Sheraton Saigon Hotel demonstrates a significant responsiveness factor, with a P-value of 0.000, which is below the 0.05 threshold, and a beta value of 0.279 This indicates that responsiveness has a positive impact on customer satisfaction regarding service quality at the hotel, leading to the acceptance of hypothesis H5.
The model's R Square value of 0.926 reveals that 92.6% of the variance in customer satisfaction regarding service quality at Sheraton Saigon Hotel is attributed to three key factors: tangibles, reliability, and responsiveness.
The Sheraton Saigon Hotel's service quality significantly influences customer satisfaction, with 7.4% of satisfaction variance attributable to unexplored factors Key determinants of customer satisfaction include tangibles, reliability, and responsiveness, highlighting their importance in enhancing the overall guest experience.
4.5 The customer’s satisfaction level towards service quality in Sheraton Saigon Hotel
Table 6 highlights the disparity between customer perception and expectation regarding the service quality at Sheraton Saigon Hotel, enabling an assessment of customer satisfaction levels with the hotel's services.
Table 6: Customer satisfaction level towards service’s quality of Sheraton Saigon
Table 6 reveals a significant gap between customer perception and expectations regarding key factors such as tangibility, assurance, reliability, empathy, responsiveness, and overall hotel service quality at Sheraton Saigon Hotel Notably, customers perceive these service quality factors to be higher than their initial expectations, indicating a high level of satisfaction with the hotel’s services This suggests that Sheraton Saigon Hotel successfully meets the majority of its customers' expectations To enhance customer satisfaction further, it is crucial for the hotel to continue developing these service quality factors.
Conclusion
This research investigates the factors influencing customer satisfaction at Sheraton Saigon Hotel, identifying reliability, assurance, responsiveness, tangibles, and empathy as key elements, all with Cronbach’s Alpha values exceeding 0.7 Linear regression analysis reveals that assurance, reliability, and responsiveness significantly enhance customer satisfaction, while tangibles and empathy show no effect Descriptive analysis indicates a high level of customer satisfaction regarding the quality of hotel services at Sheraton Saigon Hotel.
39 majority of customers’ expectations about the service quality of this hotel are met by this hotel
CHAPTER FIVE – DISCUSSIONS OF RESEARCH FINDINGS
Introduction
Chapter five presents a comparative analysis of the research findings, examining their alignment with previous studies This section specifically focuses on the relationship between customer satisfaction and service quality at Sheraton Saigon Hotel, juxtaposed with findings from the broader hotel industry The aim is to identify similarities and differences in research outcomes, contributing to a deeper understanding of the factors influencing customer satisfaction in hospitality.
Discussions of research findings
This research indicates that the tangible aspects of hotel service at Sheraton Saigon Hotel do not significantly influence customer satisfaction These findings contrast with previous studies, such as those conducted by Ngai et al (2007) and Boon-Liat and Zabid, highlighting a divergence in the relationship between service tangibles and customer contentment.
(2013), Bucak (2014), and Saleem and Raja (2014) because the studies reflect that the impact of tangibles on customers’ satisfaction on service quality in hotels is positive
Research shows that the tangible aspects of hotel services—such as the appearance of communication materials, hotel staff, equipment, and physical facilities—play a crucial role in influencing customer satisfaction.
Customers prioritize the evaluation of hotels based on modern equipment, employee appearance, and physical facilities Satisfaction arises when hotels are clean, well-designed, and have appealing furnishings, including clean meeting rooms and health clubs, along with neatly uniformed staff Tangibles play a crucial role in determining customer satisfaction regarding hotel service quality However, at Sheraton Saigon Hotel, the tangibles do not significantly influence customer satisfaction, as the hotel equipment and design are similar to those of other hotels in Vietnam Consequently, there is no strong relationship between the tangibles of hotel services and customer satisfaction.
This research highlights that the assurance of hotel service at Sheraton Saigon Hotel significantly enhances customer satisfaction These findings align with previous studies by Halil and Kashif (2005), Su and Sun (2007), and Yilmaz (2009a, 2009b), which also demonstrate a positive relationship between service assurance and customer satisfaction in the hotel industry.
Studies indicate that the assurance of hotel services is linked to the courtesy and expertise of hotel employees, which enhances customer trust and confidence Guests assess service quality based on the knowledge and politeness of the staff When hotel staff demonstrate high levels of courtesy and service knowledge, customer satisfaction with the hotel's service quality increases For instance, at Sheraton Saigon Hotel, the ability of staff to effectively respond to guest inquiries significantly contributes to overall satisfaction.
The Sheraton Saigon Hotel emphasizes the importance of customer service by addressing 42 key questions that reflect a commitment to courtesy and satisfaction By prioritizing the assurance of their services, hotel employees build trust with customers, leading to enhanced satisfaction with the overall service quality This strong relationship between service assurance and customer satisfaction highlights the hotel's dedication to providing an exceptional experience for its guests.
This research highlights that the reliability of hotel services at Sheraton Saigon Hotel significantly enhances customer satisfaction These findings align with previous studies conducted by Karunaratne and Jayawardena, reinforcing the importance of dependable service in the hospitality industry.
Studies by Rao and Sahu (2013) and Nham and Nguyen (2014) highlight the positive impact of reliability on customer satisfaction regarding hotel service quality Reliability is defined as the hotel’s ability to consistently deliver promised services Customers prioritize the consistency of services, fulfillment of service orders, and overall service execution When expectations for reliable service are met, customer satisfaction increases; conversely, unmet expectations lead to dissatisfaction At Sheraton Saigon Hotel, employees are trained to provide reliable services to foster customer trust and satisfaction However, maintaining this reliability is challenging, as it requires significant skill and commitment from the hotel staff.
43 understandings of hotel employees It is clear that there is a strong relationship between hotel services’ reliability and customers’ satisfaction in Sheraton Saigon Hotel
This research indicates that the empathy of hotel services at Sheraton Saigon Hotel does not significantly influence customer satisfaction, contrasting with previous studies by Ngai et al (2007), Nguyen et al (2015), and Jasinskas et al (2016), which found a positive correlation between empathy and service quality Empathy is defined as the hotel's ability to provide attentive care and personal attention to guests, leading to increased satisfaction when customers feel valued and their expectations are met While many hotels in Vietnam strive to enhance their empathetic service to respect customer values, the uniformity of such efforts may fail to create a competitive advantage, resulting in a lack of differentiation in customer satisfaction, loyalty, and positive feedback Specifically, the findings for Sheraton Saigon Hotel highlight the absence of a relationship between service empathy and customer satisfaction, suggesting a need for a reevaluation of service strategies to improve guest experiences.
This research highlights the significant positive impact of service responsiveness at Sheraton Saigon Hotel on customer satisfaction, aligning with previous studies by Yilmaz (2009a, 2009b) and Yasir et al (2013) Responsiveness is defined as the willingness and ability of hotel staff to assist customers promptly, which is crucial for meeting customer expectations High responsiveness in hotel services correlates with increased customer satisfaction, while a lack of support can lead to dissatisfaction In Vietnam, Sheraton Saigon Hotel prioritizes service responsiveness to enhance customer satisfaction levels, though achieving this requires skilled and enthusiastic staff Therefore, investing in employee training is essential to foster both expertise and enthusiasm, reinforcing the strong relationship between service responsiveness and customer satisfaction at the hotel.
Customer perception of hotel service quality, including factors such as tangibility, assurance, reliability, empathy, and responsiveness, exceeds their expectations As a result, this leads to a higher level of customer satisfaction with the services provided by the hotel.
The Sheraton Saigon Hotel consistently meets high customer expectations regarding service quality, ensuring a positive experience for its guests To maintain this satisfaction and loyalty, the hotel must continue to provide services that are highly valued by its customers.
Conclusion
This research highlights that the assurance, reliability, and responsiveness of services at Sheraton Saigon Hotel significantly enhance customer satisfaction These findings align with previous studies conducted by Halil and Kashif, reinforcing the importance of service quality in the hospitality industry.
(2005), Su and Sun (2007), Yilmaz (2009a), Yilmaz (2009b), Karunaratne and Jayawardena (2010), Rao and Sahu (2013), Yasir et al (2013), and Nham and Nguyen
This research indicates that the tangibles and empathy associated with hotel services at Sheraton Saigon Hotel do not significantly influence customer satisfaction These findings contrast with earlier studies conducted by Ngai et al (2007), Boon-Liat and Zabid (2013), Bucak (2014), Saleem and Raja (2014), Nguyen et al (2015), and Jasinskas et al (2016).
CHAPTER SIX – CONCLUSIONS AND RECOMMEDATIONS
Introduction
Chapter six summarizes the research findings, highlights the contributions and limitations of the study, and offers recommendations to enhance hotel service quality at Sheraton Saigon Hotel, aiming to improve customer satisfaction in the future.
Research conclusions
This research analyzes the impact of service quality on customer satisfaction at Sheraton Saigon Hotel, focusing on three main objectives: first, to examine how service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—affect customer satisfaction; second, to assess the current level of customer satisfaction regarding the hotel’s service quality; and third, to propose solutions for enhancing service quality to boost customer satisfaction in the future The study successfully achieved all research objectives, leading to a comprehensive understanding of the relationship between service quality and customer satisfaction at Sheraton Saigon Hotel.
This research investigates the influence of service quality factors—tangibles, assurance, reliability, empathy, and responsiveness—on customer satisfaction at Sheraton Saigon Hotel The findings reveal that assurance, reliability, and responsiveness significantly enhance customer satisfaction, while tangibles and empathy do not affect it Thus, the study successfully achieves its primary objective.
This research evaluates customer satisfaction regarding the service quality at Sheraton Saigon Hotel, revealing a high level of satisfaction among guests The findings indicate that the hotel effectively meets the majority of customer expectations, confirming the achievement of the second research objective.
In conclusion, based on the findings from Chapter Six, this researcher proposes actionable solutions to enhance the service quality at Sheraton Saigon Hotel, aimed at boosting customer satisfaction These recommendations effectively address the final research objective, demonstrating the completion of the study.
Research contributions
This research provides valuable insights for the management of Sheraton Saigon Hotel on enhancing service quality to boost customer satisfaction Additionally, it offers guidance for other hotels aiming to improve their service quality and increase customer satisfaction levels.
This research focuses on the key factors influencing hotel service quality, providing valuable insights for investors looking to establish hotels in Vietnam By emphasizing the importance of service quality, this study aims to help attract more customers Additionally, it contributes to the existing literature on the relationship between customer satisfaction and service quality within the Vietnamese hotel industry, particularly at the Sheraton Saigon Hotel, serving as a reference for future researchers seeking a deeper understanding of this correlation.
Research limitations
This research has notable limitations, primarily focusing on the correlation between customer satisfaction and service quality at Sheraton Saigon Hotel in Vietnam Future studies should broaden this scope to encompass the entire hotel industry in Vietnam, enhancing the generalizability of findings Additionally, the current study's sample size of 150 customers is relatively small, suggesting that future research should include a larger sample for more robust data Furthermore, while this research is confined to the hotel sector, it would benefit from exploring other sectors in Vietnam, such as restaurants and tourism Lastly, the study's context is limited to Vietnam; future investigations should compare this correlation in various countries, including China, Malaysia, and the United States, to provide a comprehensive understanding of the relationship between service quality and customer satisfaction across different cultural contexts.
49 the future study should investigate the impacts of price level, promotion, and other factors on customer’s satisfaction in Sheraton Saigon Hotel.
Recommendations
Following the completion of this research, the researcher presents three key recommendations aimed at enhancing hotel service quality at Sheraton Saigon Hotel, with the goal of increasing customer satisfaction in the future These recommendations are outlined in detail below.
To enhance customer trust and satisfaction, Sheraton Saigon Hotel management must prioritize service assurance by improving staff courtesy and knowledge Implementing ongoing training programs will equip employees with the necessary skills and expertise to meet customer expectations effectively Guests evaluate service quality based on the professionalism and friendliness of hotel staff, and when employees demonstrate both high knowledge and courtesy, it significantly boosts customer satisfaction with the hotel’s offerings.
The management of Sheraton Saigon Hotel must prioritize the reliability of its services to enhance customer satisfaction This includes ensuring consistent service quality, fulfilling all service requests, and providing suitable service delivery When customers perceive that their expectations for reliable hotel services are met, their overall satisfaction with Sheraton Saigon Hotel will increase significantly.
The management of Sheraton Saigon Hotel must prioritize the responsiveness of its services to enhance customer satisfaction It is essential for hotel employees to demonstrate a strong willingness to assist guests and provide prompt service Customers consistently seek high levels of responsiveness in hotel services, and those that meet these expectations tend to achieve greater satisfaction By delivering responsive services, Sheraton Saigon Hotel can significantly improve its customer satisfaction ratings.
Conclusion
Chapter six summarizes the research findings and outlines the contributions and limitations of the study, while also recommending solutions to enhance hotel service quality at Sheraton Saigon Hotel To boost customer satisfaction in the future, hotel managers and leaders should utilize this research as a reliable reference to maintain high levels of customer satisfaction, ultimately driving business success.
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As customers of Sheraton Saigon Hotel, your feedback is invaluable for my dissertation, which aims to analyze the relationship between customer satisfaction and service quality at the hotel This questionnaire consists of two sections designed to gather insights on your experiences.
Part 2: The correlation between customer’s satisfaction and service’s quality in Sheraton Saigon Hotel
Please indicate your perceptions for the following statements by circling one of five answers as follows:
1 Sheraton Saigon Hotel owns modern-looking equipment 1 2 3 4 5
2 Sheraton Saigon Hotel has visually appealing physical facilities 1 2 3 4 5
3 Sheraton Saigon Hotel has staffers with neat appearance 1 2 3 4 5
4 Materials associated with the hotel service of
Sheraton Saigon Hotel like statements and pamphlets are visually appealing
5 The tangibles of the hotel service of Sheraton
6 The behaviors of staffers of Sheraton Saigon
Hotel instils confidence in customers 1 2 3 4 5
7 Staffers of Sheraton Saigon Hotel are consistently courteous with you 1 2 3 4 5
8 You feel safe in transactions with Sheraton
9 Staffers of Sheraton Saigon Hotel have knowledge to answer your questions 1 2 3 4 5
10 Assurance of the hotel service of Sheraton
11 When Sheraton Saigon Hotel promises to conduct a certain thing by a certain time, it will do so
12 When you have problems, Sheraton Saigon
Hotel indicates a sincere interest in handling the problems
13 The hotel service of Sheraton Saigon Hotel is conducted right the first time 1 2 3 4 5
14 The hotel service of Sheraton Saigon Hotel is offered at the time it promises to conduct so 1 2 3 4 5
15 Sheraton Saigon Hotel insists on error-free records 1 2 3 4 5
16 Reliability of the hotel service of Sheraton
17 Sheraton Saigon Hotel gives you personal attention 1 2 3 4 5
18 Sheraton Saigon Hotel has operation hours 1 2 3 4 5
61 which are convenient to all its customers
19 Sheraton Saigon Hotel has staffers that give you individual attention 1 2 3 4 5
20 Sheraton Saigon Hotel has your best interests at heart 1 2 3 4 5
21 Staffers of Sheraton Saigon Hotel understands your particular needs 1 2 3 4 5
22 Empathy of the hotel service of Sheraton Saigon
23 Staffers of Sheraton Saigon Hotel tell you exactly when hotel services will be conducted 1 2 3 4 5
24 Staffers of Sheraton Saigon hotel give you quick hotel services 1 2 3 4 5
25 Staffers of Sheraton Saigon Hotel have the high willingness to help you 1 2 3 4 5
26 Staffers of Sheraton Saigon Hotel are never too busy to respond to your requests 1 2 3 4 5
27 Responsiveness of the hotel service of Sheraton
28 You satisfy with tangibles of Sheraton Saigon
29 You satisfy with assurance of Sheraton Saigon
30 You satisfy with reliability of Sheraton Saigon
31 You satisfy with empathy of Sheraton Saigon
32 You satisfy with responsiveness of Sheraton
33 You satisfy with the service quality of Sheraton
Please indicate your expectations for the following statements by circling one of five answers as follows:
1 Sheraton Saigon Hotel owns modern-looking equipment 1 2 3 4 5
2 Sheraton Saigon Hotel has visually appealing physical facilities 1 2 3 4 5
3 Sheraton Saigon Hotel has staffers with neat 1 2 3 4 5
4 Materials associated with the hotel service of
Sheraton Saigon Hotel like statements and pamphlets are visually appealing
5 The tangibles of the hotel service of Sheraton
6 The behaviors of staffers of Sheraton Saigon
Hotel instils confidence in customers 1 2 3 4 5
7 Staffers of Sheraton Saigon Hotel are consistently courteous with you 1 2 3 4 5
8 You feel safe in transactions with Sheraton
9 Staffers of Sheraton Saigon Hotel have knowledge to answer your questions 1 2 3 4 5
10 Assurance of the hotel service of Sheraton
11 When Sheraton Saigon Hotel promises to conduct a certain thing by a certain time, it will do so
12 When you have problems, Sheraton Saigon
Hotel indicates a sincere interest in handling the problems
13 The hotel service of Sheraton Saigon Hotel is 1 2 3 4 5
64 conducted right the first time
14 The hotel service of Sheraton Saigon Hotel is offered at the time it promises to conduct so 1 2 3 4 5
15 Sheraton Saigon Hotel insists on error-free records 1 2 3 4 5
16 Reliability of the hotel service of Sheraton
17 Sheraton Saigon Hotel gives you personal attention 1 2 3 4 5
18 Sheraton Saigon Hotel has operation hours which are convenient to all its customers 1 2 3 4 5
19 Sheraton Saigon Hotel has staffers that give you individual attention 1 2 3 4 5
20 Sheraton Saigon Hotel has your best interests at heart 1 2 3 4 5
21 Staffers of Sheraton Saigon Hotel understands your particular needs 1 2 3 4 5
22 Empathy of the hotel service of Sheraton Saigon
23 Staffers of Sheraton Saigon Hotel tell you exactly when hotel services will be conducted 1 2 3 4 5
24 Staffers of Sheraton Saigon hotel give you quick hotel services 1 2 3 4 5