Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran

Abstract

Purpose-Hotel Industry is one of the most substantial factors for Tourism Industry. It could provide the necessary substructures for Tourism. Therefore the growth in Tourism industry depends on growth in Hotel industry. Hotel industry had a major growth in recent years in Iran; therefore the purpose of this paper is to explore the customer satisfaction in hotel industry. This paper aims to identify the relation between customer satisfactions as dependent variable with other independent variables such image, customer expectation, service quality, perceived value, locality, and complaining behavior. The second goal of this study was to propose a customer satisfaction model for hotel industry in Kish Island (IRAN). Therefore, the findings of this study will contribute to both hotel management and tourism industry improvement in Iran.Design/Methodology/approach-A proportional simple random sampling of Iranian visitor to Kish Island were drawn. In this study the researcher had used two different kinds of samples. The first sample was customers of three different hotels of 3 stars, 4 stars, 5 stars which are immeasurable and unlimited. The total number of hotels with the rating of 3 stars, 4 stars, and 5 stars were 22. Findings-The correlation of image, customer expectation, service quality, perceived value, and customer loyalty are significant enough to show the correlation with customer satisfaction in hotel industry in Iran, furthermore the correlation of complaining behavior and customer was weak and negative, complaint behavior and customer satisfaction is negatively related, which means the lower complaint behavior was, the higher customer satisfaction obtained.Originality/Value-From a theoretical point of view the results of this study illuminate the relationship between customer satisfaction with variety of factors in Iranian hotel industry. From practical point of view, it explains why certain customer has more trust, experience, loyalty in particular hotels. It is hypothesized and demonstrated empirically that customer satisfaction.

Factors Affecting Repurchase Intention towards Luxury Hotels – A Mediation Analysis of Guest Satisfaction

“…When the customer perception exceeds the customer expectation, customer satisfaction will occur [1]. Customer satisfaction plays an indispensable element of creating and maintaining the relationship between service providers and customers.…”

“…Hospitality is known to be the one of the major factors that contribute to strengthen the business in many nations [1]. It is also one of the most developing industry that considerably impact on guests who desire to accommodate places in many beautiful places in the world.…”

The drivers of customer satisfaction in the hospitality industry: applying the Kano model to Sicilian hotels

“…There are several studies that analyse the needs and desires of hotel guests, elucidating the relevance for guest satisfaction of a variety of attributes such as cleanliness, price, location, security, personal service, physical attractiveness, opportunities for relaxation, standard of services, appealing image, and reputation (Atkinsons, 1988;Cadotte and Turgeon, 1988;Knutson, 1988;Wilensky and Buttle, 1988;Rivers et al, 1991;Ananth et al, 1992;Barsky and Labagh, 1992;McCleary et al, 1993;Saeed et al, 2011;Mohajerani and Miremadi, 2012). Wuest et al (1996) defined the perception of hotel attributes as the degree to which guests may find various services and facilities critical to their stay in the hotel.…”

An In-Depth Thematic Analysis of Customer Driven Factors Influencing the Purchase Decisions of Guests in Four and Five Star Hotels in Kenya

“…Smith (1995) further stated that "value is perceived when customers' requirements are met at an attractive price". Mohajerani and Miremadi (2012) have shown that the higher the perceived value, the more satisfied the customer is. The findings revealed that the hospitality guest considered value to be more important than the price.…”

“…Ferrel and Hartline (2010) also established that perceived value is an output of customer benefits and costs. Woodall (2003) as quoted by Mohajerani and Miremadi (2012) described this value as "the personal perception of advantage arising out of customer associated with the offering of an organization". Smith (1995) further stated that "value is perceived when customers' requirements are met at an attractive price".…”