Hospitality service quality and purchase intention 2008-2009

Résumé du document

The purpose of this research is to gain an in depth understanding of the relationship between the Hospitality service quality and the purchase decision. Our thesis has a quantitative approach, and was conducted with a broad review of literature. The research strategy chosen was the survey model. The data was collected and gathered through different interviews was mainly concentrated around two hotels, in Macau. The results of this thesis display that the five quality dimensions (reliability, responsiveness, assurance, empathy, and tangibles) contributed significantly to the word-of-mouth communication, which is a relevant factor of the consumers' purchasing power. We also developed another determinant that of the five dimensions, the assurance and reliability factors were the two most significant ones. Therefore we can assume that the Hospitality service quality has an important influence on the purchase decision. In other words, they are interdependent. Indeed, it was evident that both the reliability and assurance factors were the most important from the customers' point of view. This then draws us to the conclusion which could probably mean that the quality of tangibles, responsiveness, and empathy issues are something that it is expected and does not influence customers' evaluation or judgement.

Extraits

[...] To overcome this depreciation and push for future development and growth, it's needed to radical policy to the Crisis on an international level. Let us now turn on the current financial situation in Macau. According to Xin Jinping, the vice president of China, Macao SAR government should take further economic stimulus measures to stabilize the financial sector, assist enterprises, expand the job market and strive for new growth areas of the economy[1]”. The economy of Macau is strongly associated with the gambling and hotel industries which accord to the different resorts and local government (through tax on gambling revenues) important financial incomes. [...]

[...] A related issue that influences the service process is the customer needs which lead to the perceived value of the service and thus, the service quality assessment. Each customer has needs and expectations. Actually, these feelings are totally different because a customer could have expectations of things that he doesn't need, he could also have a need that he doesn't expect (Bergman and Klefsjo, 2003). Bergman and Klefsjo (2003) determined three types of needs: 1. Basic needs 2. Expected needs; and 3. [...]

[...] As matter of conclusion, we can assume that: Service quality assessment: 1. Expectations are exceeded when; Expected service perceived Service (Unacceptable quality) 4. Research design Research technique The objective of the empirical analysis in the present survey will be to examine the relationship between service quality and purchase intention behaviour in the context of the hospitality sector in Macao. [...]

[...] Sample population: Results / Findings Descriptive statistics In this section, we simply described the sample we were concerned with. It helped us to assess a first general tendency of the outcomes. We were focus on the most common value which is the mean. Actually, we will focus on the mean score of both service quality and purchase intention dimensions. The empathy dimension of service has the highest mean score ( 4.60 while the responsiveness ( 4.35 ) and assurance ( 4.50 ) dimensions had the lowest one. [...]

[...] It will contribute to design a behavioural generalization of the consumer's situations related to the Hospitality service Conclusions and recommendations As matter of conclusion, the results of this study indicated that the customers are looking for a personalize service, but also, for a high level of assurance in the resort's facilities, but also from employees. In according to the fourth section, we highly recommend Human resources policies with a regard on the employee's understanding that the improvement of the service quality, can directly benefit the welfare of the resort, thus the organization's members Organizational profile 1. Derek Data collection 2. Jérôme Literature review PowerPoint (presentation) SPSS 3. Hu Literature review Data collection PowerPoint (presentation) SPSS 4. Aubry Literature review Research proposal (author) Questionnaire design Oral presentation SPSS Final report (author) 9. [...]