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Author: search.filters.author.Fongsuwan, WannoSubject: search.filters.subject.Perceived service quality

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    Ensuring customer satisfaction through service quality and image management in the hospitality industry: A conceptual perspective
    (2015-01-01)
    Tamwatin, Utid
    ;
    Trimetsoontorn, Jirasek
    ;
    Fongsuwan, Wanno
    Service quality and customer satisfaction have been studied a great deal within services marketing literature. Many measurement models of service quality have been presented mostly revolving around the SERVQUAL and Gronroos' (1984) technical and functional quality model. These models mostly discussed the functional attributes ignoring significance of service quality's technical attributes and image in developing customers' perceptions and satisfaction. Therefore, this paper presents a conceptual framework that is based on Gronroos' (1984) technical and functional model, where technical quality is assessed by Wu and Ko's (2013) dimensions and functional quality is assessed by the lodging quality index (LQI). The proposed framework focuses on the interrelationships between functional quality, technical quality, image, perceived service quality and customer satisfaction. Cue-utilisation theory is used as the theoretical base for this model. Suggestions for managers and researchers are also given on implementing the core concepts from the model.
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    The effect of perceived service quality on customer emotions, customer satisfaction and customer loyalty: A PLS-SEM approach towards a luxury hotel in Bangkok, Thailand
    (2015-01-01)
    Suwanamas, Chayuth
    ;
    Trimetsoontorn, Jirasek
    ;
    Fongsuwan, Wanno
    Creating emotionally touching experiences using tangible and intangible cues is critical to attract, satisfy and retain customers. However, support for the effect of service quality on customer emotions, satisfaction and loyalty in Thai hotels is scant. Therefore, this study aims to propose and test a model that describes the relationships between perceived service quality, customer emotions, satisfaction and loyalty in a five-star hotel setting in Bangkok, Thailand. A self-selection sampling technique was used to select the sample by sending the questionnaires to the guests who stayed at the hotel, out of which 425 guests returned the completed questionnaires. Partial least squares (PLS)-based structural equation modelling (SEM) was used to analyse the collected data, assess the model and test the hypotheses. All the hypotheses were proven and our findings confirm that perceived service quality impacts customer emotions and customer satisfaction significantly and all of these jointly influence customer loyalty.