However, many researchers have argued to the limitation of SERVQUAL scale. For example, Carman (1990) argued that the five dimensions should be specific for each industry and it should not be general (Carman, 1990). Moreover, Fan Chan (2008) also pointed out that SERVQUAL five dimensions cannot fully evaluate service quality of the hotel, and should be integrated with other dimensions (Chen, 2008). This is consistent with the finding of Rooma Roshnee Ramsaran- Fowdar (2007) that hotel core service was not represented in SERVQUAL and therefore the five dimensions cannot fully evaluated the service quality of hotel industry (Ramsaran-Fowdar, 2007).
Ramsaran-Fowder (2007) has added several dimensions, such as, core benefit (comfortable, relax and welcome feeling, entertaining and quality of food) and hotel technology, that may be important and suit for hotel service industry.
However, many studies show that SERVQUAL model can measure the quality
of service. In the research of Lewis & Mitchell (1990), they explained that This tool has the highest reliability for measuring the quality of service at present. Corresponding to the research conducted by Nyeck, Morales, Ladhari, and Pons (2002), they claimed that SERVQUAL is perfect for understanding and measuring the quality of service (Nyeck et al., 2002).
2.1 Definition of consumer behavior
In the study of consumer behavior, the first thing we need to understand is the meaning of consumer behavior. Thus, we can see the overall content, which is the basic for further study. Many definitions were given. They can be summarized briefly as follows.
The Royal Institute Dictionary (1982, page 580) defined the meaning of behavior as the action or activity expressed through the musc...
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...llip Kotler, 2004, page 268-269) Marketing man has to inform the consumers about the product, such as product feature that is different from competitors and promotion. Moreover, communication must be issued in order to emphasize brand impression on the consumers.
Beliefs and Attitudes: People obtain beliefs and attitudes through action and learning. These things influence their purchasing behavior. Belief is the detail of idea that people are adhered to something, for example, believing in ghost. Attitude is feeling, emotion, and evolution of people’s preference that has been existed for a long time. In addition, expression tends to some habit or thought. (Phillip kotler, 2004, page 269-270) Marketing man has to adjust his product corresponding to target consumers’ attitude. He must make the consumers believe that his product is superior to the competitors.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
The Gaps Model of Service Quality was originally developed for application in the financial service sector. The model was designed to measure components of customer satisfaction by using five dimensions of real or potential gaps in service quality of a hotel (Saleh & Ryan, 1991). The model has been applied to hotels, as well as a number of service agencies, including banking, hotels, restaurants, and healthcare. Even though the services differ greatly, the model is easily adapted to any service industry (Parasuraman, Zeithaml, & Berry, 1985).
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
We recommend Vikram to use service quality framework (SERVQUAL) as a scale to measure and manage hotel guest’s perception of service quality in terms of five dimensions (session2 slide#45), which are (i) Reliability – OV employee’s ability to dependably and accurately perform the promised service to consistently delight its guests (ii) Assurance – Knowledge and courtesy of OV employees, and their ability to convey trust and confidence. (iii) Empathy – OV’s individualized attention and customized care it offers to its guests and understanding the customer to anticipate guest needs, wants and desires to enlighten the service. (iv)Tangibles – Refers to OV’s lavish tents and other physical facilities, equipment, pleasant appearance of OV personal, etc. (v) Responsiveness – OV’s willingness to help customers and provide prompt
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Parasuranman, A. Z. and Berry, L.L. 1991. 'Refinement and reassessment of the SERVQUAL scale'. Journal of Retailing.67 (4), 420-450.
All together for an organization's offer to achieve the clients there is a requirement for administrations. These administrations rely on upon the kind of item and it contrasts in the different associations. Administration can be characterized from numerous points of view contingent upon which region the term is being utilized. A creator characterizes administration as "any impalpable demonstration or execution that one gathering offers to another that does not bring about the responsibility for" (Kotler& Keller, 2009, p. 789). Taking all things together, administration can likewise be characterized as an impalpable offer by one gathering to another in return of cash for delight.
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
As we discussed the decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).
Technology is affectedly modifying the way the hotel industry operates and this is only going to continue as technology changes and develops (Fisher, Greg, Beatson & Amanda 2002). These changes have been seen in the service sector of luxury hotel brand where technology is critical in delivering quality service. However luxury hotel brand in Hong Kong are known for their high levels of quality personal service, but with the increasing popularity in self-service technology it has become necessary for luxury hotels to accommodate SST to ensure greater customer satisfaction (Kucukusta, Heung & Hui,
A good definition of marketing is the process of the intermediary function between product development and sales. (Reddy ) The field of marketing entails taking a generic product or generic service (the product or services do not have to be “generic” they may be actually unique to the marketplace) and associating the generic product with a brand name (Petty 2001). Under this generic concept are the activities of advertising, public relations, media planning, sales strategy and so on.
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.