Comparative Study of Guest Repeats Encouragement in Selected Hotels of Agra on the Basis of Service Quality

Abstract

Since the success of the hotel business is largely attributed to service quality, it is crucial to assess the quality of the services offered to visitors. The information required to manage service delivery operations effectively is provided through service quality assessment. Given the significance, the study's objective is to use random sampling to assess the level of service at two five-star hotels in Chittagong. The SERVQUAL paradigm, which has five dimensions—tangibility, reliability, responsiveness, assurance, and empathy—was used in the study. A frequency analysis, gap analysis between perceptions and expectations, and item reliability tests were carried out using data from a questionnaire survey of 68 consumers (guests). The study's findings show that the sample hotels' total service quality received a score of -0.24 out of 10. In all of SERVQUAL's dimensions, guests' expectations about the quality of the service received fell short of reality. The sample hotels failed to live up to their visitors' expectations. According to the study's conclusions, the management of the chosen hotels should be aware of their guests' expectations, standardize their pertinent services to meet those expectations, establish appropriate standards, and provide them with the resources they need to do so in order to reduce the gaps between perception and expectation.