Abstract:
Introduction:
Hospitality Industry in General and Hotel Industry in particular is very much dependent on the
quality of service provided by the hotels and customer satisfaction. Most people in Pakistan
believes that it is very lucrative business which involves one time measure investments and
huge profits can be made within very short span of time, which is incorrect. Besides, there is a
very huge cost involves in it to keep the customers happy and retain them for future business.
This research is focused on analyzing the role of service quality and its impact on customer
satisfaction an investigation into the hotel industry of Karachi.
Purpose:
The purpose of this research is to highlight the main factors of service quality that are
influencing the customer satisfaction. These factors were picked up from a service quality
evaluation model called SERVQUAL model which helps us understand the significance of
each factor involved in service quality. Factors such as Tangibility, Service Supply, Caring, and
Assurance & Convenience were evaluated.
Methodology:
It is a quantitative research and data was collected through survey questionnaires filled by
customers staying in Hotels in Karachi. SPSS was used for data analysis. For this research, the
sample size consists of 401 participants from different background. Only 4 & 5 Star hotels of
Karachi were included in this research. The research was conducted among the corporate
executives, business travelers and leisure travelers of all ages and genders in prominent 4 & 5
star hotels of Karachi.
Result:
The result of this research reveals that for travelers, Convenience is the most significant factor
of service quality followed by Caring which is second most significant factor of service quality.
Third is assurance followed by Service Supply and Tangibility It is further concluded that
Convenience and Caring were the two factors that affected Customer Satisfaction the most.
Although all the factors were statistically significant and showed a great impact on Customer
Satisfaction However, we cannot underestimate the significance of other three factors which
also plays major role in service quality and its impact on customer satisfaction.
