Measuring the Perceptions of Hotel Customers Research Paper by Nicky

An in-depth analytical exploration of the process of assessing and measuring the perceptions of hotel customers.
# 146309 | 10,332 words | 189 sources | MLA | 2010 | US
Published on Dec 25, 2010 in Business (Industries) , Business (Consumer Behavior)

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This paper carries the primary objective of interviewing guests in a three star rated hotel frequented by business travelers, and aims through primary research to ascertain the star rating guests would attribute to the facility and its service. This research effort concentrates on validating the predictive accuracy of SERVQUAL and LODGSERV as they relate to the Mobil Star system. After a detailed analysis of the study methodology and results, the paper concludes that the specific Marriott hotel profiled in this analysis clearly has done an excellent job of teaching its staff how to be empathetic and full of assurance, yet has not been able to specifically address the areas of responsiveness and tangibles. This supports the research objective of this study showing hotel guests' rankings of SERVQUAL would be an accurate representation of the Mobil Star system score. This paper contains illustrative figures and data tables.

Chapter 1 Introduction
Statement of Problem
Aims and Objectives
Chapter 2 Literature Review
Executive Summary
How Expectations Are Formed
Nature and Characteristics of Expectations
Measurement of Customers' Expectations
Customer Expectations in the Hospitality Industry
Measurement of Customer's Expectations in the Hospitality Industry
Chapter 3 Research Methodology
Review of Data Collection Methods
Secondary Research Methods Evaluated and Not Chosen
Primary Research Methods Evaluated And Not Chosen
Choice of Methodology
Subject Population
Validity and Reliability
Field Work Completion
Chapter 4 Findings and Analysis
Analysis of Results
Chapter 5 Conclusions and Recommendations
Key Findings
Bibliography and Works Cited
Appendix A: Questionnaire

From the Paper:

"Assessing how the accumulated experiences of guests correlate to the specific Mobil star ratings as predicted by SERVQUAL and LODGSERV measures is the intent of this study. The Marriott hotel chain's customers are among the most loyal given the success of their loyalty programs, and the company's internal processes and systems to ensure consistency and uniformity of service are quantifiable using the SERVQUAL and LODGSERV measurement instruments. Given the representativeness of the Mobil Star System audit criteria of facility Inspection and service evaluation to SERVQUAL and LODGSERV, it is a reasonable assumption that a guests' rankings of a hotel on these two measures of performance would provide predictive accuracy of a given hotels' Mobil star ranking. To date however there has been no correlative analysis linking the Mobil Star system to the measures of SERVQUAL and LODGSERV. It is the intent of this analysis to address this research gap."

Sample of Sources Used:

  • Aaker, D. A. (1996). Building strong brands. New York: Free Press.
  • Achrol, R. S. (1991, October). Evolution of the marketing organization: New forms for turbulent environments. Journal of Marketing, 55, 77-93.
  • Alderson, W. (1937). A marketing view of competition. Journal of Marketing,
  • Alderson, W. (1965). Dynamic marketing behavior: A functionalist theory of marketing. Homewood, IL: Richard D. Irwin, Inc.
  • Alvesson, M. (1990). Organization: From substance to image? Organization Studies, 11, 373-394.

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APA Format

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