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AN EMPIRICAL STUDY ON SERVICE QUALITY OF
HOTEL RESORTS IN KODAIKANAL, TAMIL NADU
Ph. D Synopsis Viva Voce Examination
Presented by
L. ASID AHAMED
Research Scholar in Commerce
Research Supervisor
Dr. R. KHADER MOHIDEEN
M.Com., MBA., M.Phil., Ph.D.,Head, PG and Research Department of Management Studies,
Jamal Mohamed College, Trichy – 20.
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Introduction
• The development of Indian economy purely
depends upon the growth of its various sectors
such as, agriculture (15%), industry (28.5%) and
service sectors (56.5%).
• Service sector shares increased from 33.5% in
1950-51 to 56.5% in 2012-2013.
• India’s GDP Share of service sector was US
$1322.7 billion.
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Service Sector
• Among top 15 countries, India ranked 9th in
overall GDP and 10th
in Service sector.
• India’s Compound Annual Growth Rate stood
at 9.2 percent was second highest share next
to china.1
• Among the sub sectors, share of trade, hotels
and restaurants as a group is the largestcontributor to GDP with 25.1% 1
• 2-Economy Survey for the financial Year 2012-2013
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Service Sector• Business Services
•
Communication Services• Construction and related engineering services
• Distribution services
• Educational Services
• Environmental Services
• Financial Services
• Health related Services
• Tourism and Travel Related Services• Recreational Cultural And Sporting Services
• Transport Services
• Other Services
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Tourism and Hospitality Industry
• Tourism is presently the most important civil
industry in the world.
• The hospitality industry is second only to
the global oil industry in terms of turnover.
• the largest employer and employee
generator around the world.
• 10 percent of the world's work force is in
the tourism industry, and 10 percent of the
world's GNP comes from tourism.
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Tourism and Hospitality Industry• India is the country best known for its
hospitality.
• In 2006 – 2007 revenues of hotel and
restaurant industry in India was 604.32 billion
and poised to grow a faster rate and reach826.76 billion by 2012 in terms of excellent
performance in balancing the demand and
supply of the hospitality industry by adding
1,20,000 rooms across different categories
throughout the country.
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Tourism and Hospitality Industry
• Foreign Tourist Arrivals (FTAs) to India
increased from 5.17 million in FY09 to 5.78million in FY13, thereby resulting in a increase
of 11.8%.
• Number of domestic tourist visits in India
during 2012 was 763.21 million as compared
to 668.80 million in 2009, with a growth rateof 18.8 %.
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Tamil Nadu GDP’s Share
•
Tamil Nadu is one of the leading progressivestates of the country with better socio-
economic indicators.
• The services sector grew at the rate of 11.2%during the Eleventh plan period with 64.7%
share in the Gross State Domestic Product
(GSDP) in 2011-123.
• 3. Tourism and Culture Department Policy note 2011-2012.
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Tamil Nadu Attraction
• Tourists visit Tamil Nadu for business, pleasure
group, leisure and holidays packer throughoutthe year for its bestowed beautiful tourism
products such as ancient heritage, beaches,
waterfalls, dams, zoological parks, hill resortsand etc.,
• Here, in hill stations such as Ooty, Yercaud and
Kodaikanal were attract more tourist throughits natural beauty scenic who stay for three or
more days.4
•4. www.Tourism.gov.in
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Glimpses of Kodaikanal• “a sanatorium at the top of Kodaikanal, the
southern ridge of the Palani hills more than7,000 ft. high".
• The word is formed from the two separate
tamil words Kodai means Valli and Kanal.kāṉal means a wood on a hill-slope, a dense
forest or a closed forest.
•
Recently, tourists and locals have labeledKodaikanal "Switzerland of the East", "Set of
Southern Emeralds", "Chilled paradise among
the Hills" and "Summer Heaven".
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Glimpses of Kodaiakanal
• In 1821, the first westerner to visit Kodaikanal,
a British Lieutenant, B. S. Ward, climbed upfrom his headquarters in the Kunnavan village
of Vellagavi to Kodaikanal to survey the area
on the hilly ranges of Palani. His report of ahealthy climate in beautiful hills with
accessibility from Periyakulam encouraged the
early settlers.
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Glimpses of Kodaiakanal• In 1872, Lt. Coaker cut a path along the steep
south east facing ridge which commends amagnificent view of the plains below. The
1 km (.6 mi) path was named after him
as Coaker's Walk . He is often remembered as"the man who prepared the most exceptional,
the most descriptive map of Kodai".
• In 1901, The first observations werecommenced at the Kodaiakanal Observatory.
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Glimpses of Kodaiakanal• In 1909, when the Guide to Kodaikanal was
published by E.M.M.L., there were 151houses, "most of them anything but small and
ugly" and a post office, churches, clubs,
schools and shops.
• In 1914, the present ghat road was
compeleted and was subsequently improved.In 1989, the total length of the roads on the
hills was more than 45 km.
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Glimpses of Kodaiakanal• In April 1915, Dr. Van Allen raised funds to
construct the first unit of the hospital at theentrance of Coaker's walk. It was named after
him. Facilities got updated from time to time
and now it has an X-ray machine, well
equipped pathological lab, and an operation
theatre with blood transfusion facilities.
•
Government Hospital was a small municipalhospital until 1927. Now it has X-ray, Dental,
Maternity ward and other facilities.5
• 5. History of Kodaiakanal - Wikipedia
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Glimpses of Kodaiakanal
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Glimpses of Kodaiakanal
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Glimpses of Kodaiakanal
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Government Initiates & Researcher
Attempt
• For this purpose Tamil Nadu government
support the tourism & related industry such as
road transport, travel agency and hotels which
makes the place attractive and appealing to
the tourist.
• This made the researcher to conduct study inservice sector i.e service quality of hotel
industry in the study area.
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Hotel Industry
• Evidence of hotels and the hospitality industry
have been recorded as far back as biblicaltimes when Mary and Joseph arrived in
Bethlehem during the census.
• When Mohamed(PBUH) travel for his businessto syria and other places.
• Since the beginning of time, people have
traveled for commerce, religion, family,health, immigration, education and
recreation.
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Hotel Industry• The word “hotel’ is derived from the French
word hotel (the root word is hote, which
means ‘host’ or ‘townhouse’) with frequent
visitors.
•
inns and hotels began catering to the pleasuretraveler in an effort to encourage visitors.
• The word ‘inn’ has been in use since about
14th century and it was not until 18th century,that ‘hotel’ became fashionable.6
• 6. A Brief History of Hospitality Industry-Jacques Levy Bonvin
H l I d
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Hotel Industry• Hotels (as well as other forms of
accommodations) are generally segmented by
the services and amenities offered. These two
factors, along with location, also have a
bearing on the price range.
• Budget Hotel with simple room provide basicsof places to sleep and shower.
• Business hotel offer a high standard rooms
equipped with what business traveller expect.
• Luxury hotel with lavish décor and
extraordinary service, amenities and
accommodation designed to impress guests.
H l I d
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Hotel Industry• The department of Tourism had constituted a
committee, ‘Hotel and Restaurant Approval and
Classification committee for awarding the starcategory.
• There are five such committees – the Central
committees and four regional committees. Theclassification of 4-star, 5-star and 5-star deluxe hotels
is handled by the Central committee. The
classification and reclassification of restaurants,
heritage hotel, 1-star, 2-star and 3-star hotel byregional committees.7
•7. Hotels and restaurants - www.tourism.gov.in.
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Conceptual Frame work• Service quality:
Grönroos (1984) maintained that customerperceptions of service quality should be
measured based on a comparison between
expected and perceived service, and be
therefore the outcome of a comparative
evaluation process.
• Parasuraman et al. (1988) studied on
dimensions of service quality (SERVQUAL) and
the studies have provided an extremely
valuable insight on measurement of service
quality.
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L i d Mit h ll (1990) id tifi d i
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• Lewis and Mitchell (1990) identified service
quality as an important indicator for customer
satisfaction and business performance
measurement. Barsky and Labagh 1992; Walkerand Braunlich 1996, Service quality is
instrumental in increasing customer satisfaction,
doing more with less, reducing costs, increasingsales, and enhancing repeat purchases.
• Baker and Fesenmaier 1997; Iglesias and Guillen
2004. The hotel industry has long focused onensuring service quality at all levels as a
differentiation tool to establish competitive
positioning and to improve return on investment.
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• Mohsin and Locker (2010) also assessed the
service quality perception of customers of
luxury hotels in India. They provided anopportunity to recognize, in ranking order, the
features that are considered important by the
guests staying in luxury hotels.
• Recently service quality dimensions were
extended by David Garvin. They are as followsPerformance, Features, Reliability,
Conformance, Durability, Serviceability,
Aesthetic and Perceived Quality.
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Customer Satisfaction• Satisfactory experience may affect customer
attitude and his or her assessment ofperceived service quality. Thus, satisfaction
with a specific transaction may result with
positive global assessment of service quality.Other authors argue that service quality is
antecedent of customer satisfaction (Churchill
and Suprenant, 1982; Anderson et al., 1994,
Oliver, 1997; Oh, 1999; Zeithaml and Bitner,
2003; Jamali, 2007)
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• Customer satisfaction is defined as the
customers’ evaluation of the serviceencounter based on their expectation and
actual performance (Tse & Wilton, 1988).
• Weiermair (2000) concludes the customersatisfaction is either achieved or fails, when
‘expectsions cannot be met, the difference
between reality and expectations have to bereconciled’ and customer satisfaction
positively affects business profitability (Luo
and Homburg 2007).
Customer Satisfaction
B h i l I i
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Behavioral Intention • Direct and indirect relationships between
quality, satisfaction value and repurchase areexamined (Cronin and Taylor, 1992; Cronin,
Brady and Hult 2000).
• Service quality emerged as an importantdeterminant of customer satisfaction and
significant impact on behavioral intentions of
customers (Choi et. al. 2004), Vijayadurai(2008) indicated service quality is an driver of
customer satisfaction and behavioral
intentions.
STATEMENT OF THE PROBLEM
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STATEMENT OF THE PROBLEM • Hotel industry has been focusing on
developing measures and offering servicequality to meet the customer’s expectation.
• Besides, as customer loyalty depends largely
on customer satisfaction, excellent in servicequality is a key to achieve customer loyalty.
• To achieve this, understanding the concepts of
service quality, perceived service quality,
customer satisfaction and behavioral intention
of hotel industry is essential in this
competitive environment.
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STATEMENT OF THE PROBLEM • What is the objective of hotel industry?
• How do hotels offer their service to sustain
the customers?
•
What are the factors affecting and influencingthe customers of star and budget hotels?
• What are the significant predictors of service
quality and overall satisfaction?
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STATEMENT OF THE PROBLEM • To address the above questions, the
researcher focuses on identifying the factorsthat enhance customer satisfaction level
which is influenced by service quality and
perceived value of Kodaikanal hotels.
• The results will provide insight for people to
understand the role of those variablesincrease satisfaction level which will, in turn,
leads to guest loyalty.
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SCOPE OF THE STUDY • This study aims at finding out the guest
behavioral intention over the star and budgethotels of kodaikanal, Tamil Nadu.
• Several factors such as gender, age, education
occupation, income, and marital status whichare responsible for guest satisfaction in
selecting their preferable hotels, which can
fulfill their needs and provide them comfortand feel pleasure.
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SCOPE OF THE STUDY
•
The reasonable price, staff courtesy,willingness to help, politeness, safety and
security are to be offered to sustain the
customers in the competitive environment.
• This study is an attempt to analyze the service
quality, perceived value, guest satisfaction,
and behavioral intention of clients of
kodaikanal hotels.
• Hence this study falls under service quality
assessment in hotel industry.
OBJECTIVES OF THE STUDY
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OBJECTIVES OF THE STUDY • To identify the dimensions of service quality in the hotel
industry.
• To determine the relationship of service quality towards
overall guest satisfaction and behavioral intention.
•To examine the moderating role of perceived servicequality between service quality and guest satisfaction in
the hotel industry.
•
To determine the type of relationship of guestsatisfaction towards behavioral intention in hotel
industry.
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HYPOTHESES • Each dimension of service quality has no
positive effect on perceived value.• Perceived value has no positive effect on guest
satisfaction.
• Perceived value has no positive effect on guestbehavioral intention.
• Guest satisfaction has no positive effect on
guest behavioral intention.
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RESEARCH METHODOLOGY • This study is empirical in nature.
• To prepare questionnaire and collect the data,
pre-test of the questionnaire and pilot study
were carried out to verify face validity and
reliability of the variables.
• The main study was conducted with a
questionnaire to collect the informationregarding personal, demographical and
opinion on services rendered in hotels.
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RESEARCH METHODOLOGY
• The study investigates the relationship among
variables of service quality, guest satisfactionand behavioral intentions.
• A respondent must have stayed at least onetime as guest in any one of the kodaikanl hotel
in order to become a respondent of the study.
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Sampling design • The target population of this study is tourist
arrived at kodaikanl as tourists.• The sample is 720 guests who stayed from
April 2013 to September 2013 in star and
budget hotels of kodaikanal.• There are 42 listed hotels with lodging
facilities which includes one 5-star hotel, four
4-star hotels, fourteen 3-star hotels, two 2-stars, eight budget hotels, two Home-stay
hotels and remaining eleven non star hotels.
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Sampling design
• Only six 3-star hotels and six budget hotels
were selected for the study.
• Finally, only 600 fully responded
questionnaires were selected for analysis by
using stratified sampling method.
• It means, the respondent rate was around
83.33 percent of total.
Data Collection
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Data Collection • The study used both primary and secondary
data. Primary data were collected through the
structured questionnaire and secondary data
were gathered from refereed journals, articles,
publications, magazines and Websites.
• Perceptions of respondents were measuredon the five point Likert scale from strongly
disagree (1) to strongly agree (5).
Demographic variables such as, gender, age,education, occupation, income and marital
status were chosen and relevant information
gathered.
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Pilot Study • A pilot test was undertaken to ensure the clarity of
the questionnaire.• The schedule was administrated with 50 tourist
guests.
•
The result of reliability test indicates that all of theconstructs satisfy the standards and hence, the
schedule was finalized for main survey.
• The schedule consists of eight demographic variable
queries and 38 constructs of service quality,perceived value, guest satisfaction and behavioural
intention.
•
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Data Analysis Method
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Data Analysis Method • Multiple Regression Analysis was applied to
determine the relationship between service
quality and overall satisfaction, behavioralintention.
• ANOVA tool was used for analyzing the
variance among the means of three or more
groups of demographic variables and service
quality. Thus all these tools were applied totest the significance of hypotheses framed in
the study.
LIMITATION
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LIMITATION • The researcher selected only 600 guests as
sample size from one hill station of Tamil Nadui.e. Kodaikanal.
• The researcher does not target the guests
stayed in 2-star and 5-star hotels.• Just 46 items including, personal factors,
dimensions of service quality, perceived value,
overall satisfaction and behavioural intention
of guests were considered, there could be
some other relevant items.
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LIMITATION
•
Therefore, bias may exist, so, it provides scopefor future research by considering more
factors that influence the relationship among
service quality, guest satisfaction and
behavioral intentions.
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CONCLUSION
• Chi-square test exposed that, the associations
between the personal factors and service
quality are more significant. F-Test and t-Test
were used to identify the equal variancebetween demographic variables and
dimensions of service quality.
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CONCLUSION
• The variance was found significant among
others. Regression analysis prove the
significant relationship between service
quality, perceived value, overall satisfactionand behavioural intention.
CHAPTER SCHEME
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CHAPTER SCHEME • Chapter I:
Introduction and design of the study
Deals with prelude of hotel industry and
methodology of the research work.
• Chapter II:
Profile of hotel industry
Discusses profile of hotel industry
CHAPTER SCHEME
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• Chapter III:
Service quality in hotel industry –
AConceptual Overview
It enlists the research studies previously
undertaken with Articles and Publications. Italso explains the concepts of service quality,
perceived value, customer satisfaction and
behavioural intention.
CHAPTER SCHEME
CHAPTER SCHEME
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• Chapter IV:
Service quality in hotel industry – An Analytical
Overview It deals with descriptive statistics of demographic
variables and analysis of independent variables in
relation to service quality dimensions, perceived
value, customer satisfaction and behavioural
intention.
• Chapter V:
Summary of Inferences
Discusses about inferences, suggestions,
conclusion to enhance the service quality of hotel
industry.
CHAPTER SCHEME
REFERENCES
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REFERENCES • Berry, L.L., Zeithaml, V.A. and Parasuraman, A. (1990):
‘Quality counts in services,too’, Business Horizons, 28
(3), 44-53.• Cronin, Jr. J. J., Brady, M. and Hult, G.T. (2000):
‘Assessing the Effects of Quality, Value and
Customer Satisfaction on Consumer BehavioralIntentions in Service Environments’, Journal of
Retailing, 76 (2), 193-218.
•
Garvin, D.A. (1983): ‘Quality on the Line’, Harvard Business Review , 61 (5), 65-79.
7/22/2019 PRESENTATION REGARDING STUDY ON SERVICE QUALITY IN HOTEL INDUSTRY
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REFERENCES •
Gronroos, C. (1984), ‘A Service Quality Modeland Its Marketing Implications’, European
Journal of Marketing, 18 (4), 36-44.
• Vijayadurai, J. (2008): ‘Service Quality,
Customer Satisfaction and Behavioral
Intention in Hotel Industry’, Journal of
Marketing & Communication, 3 (3), 14-26.
• www.fhrai.com,
• www.hvs.com
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