CHAPTER IV

CUSTOMERS’ PERCEPTION TOWARDS SERVICE

PERFORMANCE OF THE STAR HOTELS

The Indian hotel industry has materialized as one of the key drivers of

growth among the services sectors. The hotel includes business hotel, suite

hotel, resort hotel, airport hotel, extended stay hotel, apartment hotel, resort

hotel, timeshare hotel, casino hotel, convention center and conference center.

The hotel industry, at all times ready with innovative business plans and the

spirited management plotting the right strategies, contributes its capacity to

improve the position of the economy. Hence, the role of hotels and their

contribution to the economy is noteworthy. Nowadays one of the principal

challenges of the hotel industry is to provide and sustain customer

satisfaction. Guest relationship is a strategic asset of the organization and

customer satisfaction is the starting point to define business objectives.

Hotels those are competent to provide guests a product where the service is

consistent and of a level required by the target market, will only continue to

exist. A long-term and reciprocally advantages relationship between

customers and the hotel is becoming increasingly important as of the highly

positive correlation between guests' overall satisfaction levels. Hotels are

increasing their investments to get better service quality and the perceived

value for guests so as to achieve better customer satisfaction and loyalty,

thus resulting in better relationship with each customer. In this perspective,

an attempt has been made to study the perception of the customers towards

service performance of the select star hotels in Coimbatore city.

 126

4.1. Demographic Profile of the Respondents

The demographic profile of sample customers on the various

parameters like gender, age, education, occupation, monthly income, type of

hotel and hotel stayed at is described in Table 4.1.

Table 4.1
Demographic Profile of the Respondents
No. of
Demographic Profile Percentage
Respondents
Male 554 85.23
Gender
Female 96 14.77
Upto 30 82 12.61
Age 31-40 193 29.69
(years) 41-50 261 40.15
Above 50 114 17.54
Upto H.Sc 35 05.38
Diploma/ITI 102 15.69
Education
Degree 340 52.31
P.G and above 173 26.62
Business 399 61.38
Employed 109 16.77
Occupation
Profession 94 14.46
Student and others 48 07.38
Upto 50000 71 10.92
Monthly
50001-75000 85 13.08
income
75001-100000 274 42.15
(`)
Above 100000 220 33.84
3 star hotel 500 76.92
Type of hotel 4 star hotel 100 15.38
5 star hotel 50 07.69
Le Méridien 50 7.69
Residency Towers 50 7.69
Mount Hotel 50 7.69
Grand Plazza 50 7.69
Metro Park Inn 50 7.69
Clarion Hotel 50 7.69
Hotel stayed at Hotel Alankar Grande 50 7.69
Hotel Vishnu Priya 50 7.69
Rathna Residency 50 7.69
CAG Pride 50 7.69
Heritage Inn 50 7.69
The Arcadia 50 7.69
Hotel City Tower 50 7.6
Source: Computed from Primary Data
 127

Table 4.1 reveals the demographic profile of the respondents of the

select star hotels in Coimbatore city. Out of 650 respondents, 85.23 per cent

are male and 14.77 per cent are female. The principal age group of the

respondents (40.15 per cent) was scattered in the age group 41-50 years. A

greater part of the remaining respondents were distributed in the age group

31-40 years. 12.61 per cent and 17.54 per cent of the respondents were spread

in the age groups upto 30 years and above 50 years in that order. The highest

literacy rate (52.31 per cent) of the respondents is degree qualification. 26.62

per cent of the respondents have postgraduation and above qualification. 5.38

per cent have upto H.Sc education and 15.69 per cent of the respondents have

Diploma/ITI qualification. Out of 650 respondents, 61.38 per cent of the

respondents are businessmen, 16.77 per cent are employed, 14.46 per cent are

professionals, and 7.38 per cent are students and others.

Out of 650 respondents, 10.92 per cent of the respondents have a

monthly income of upto `50000 and 13.08 per cent have `50001-75000 as

monthly income. 42.15 per cent of the respondents have a monthly income

of `75001-100000. About 33.84 per cent of the respondents have above

`100000 as monthly income. 76.92 per cent of the respondents are

customers of 3 star hotels, 15.38 per cent are customers of 4 star hotels, and

7.69 per cent are customers of 5 star hotel. In the present study, customers

of Le Méridien, Residency Towers, Mount Hotel, Grand Plazza, Metro

Park Inn, Clarion Hotel, Hotel Alankar Grande, Hotel Vishnu Priya, Rathna

Residency, CAG Pride, Heritage Inn, the Arcadia and Hotel City
 128

Tower were selected. From each hotel, 50 customers were selected.

Table 4.2

Distribution of the Respondents by Purpose of Stay

Purpose of Stay No. of Respondents Percentage

Pleasure 48 07.38

Business 399 61.38

Visiting friends and relatives 65 10.00

Conference and study 42 06.46

Vacation 59 09.08

Shopping 37 05.69

Total 650 100.00

Source: Computed from Primary Data

Pleasure, business, visiting friends and relatives, and conference

and study are the purposes of the respondents to stay in the star hotels at

7.38 per cent, 61.38 per cent, 10 per cent and 6.46 per cent respectively.

Vacation and shopping are purposes of the respondents to stay in the star

hotels at 9.08 per cent and 5.69 per cent respectively.

 129

Table 4.3

Distribution of the Respondents by Frequency of Stays

Frequency of Stays No. of Respondents Percentage

Less than once 101 15.54

Once a year 169 26.00

Twice a year 176 27.08

Thrice a year 88 13.54

Four times a year 74 11.38

Five times or more a year 42 06.46

Total 650 100.00

Source: Computed from Primary Data

In regards to frequency of stays, 15.54 per cent and 26 per cent of the

respondents stay less than once and once a year respectively. 27.08 per cent

and 13.54 per cent of the respondents stay twice a year and thrice a year

respectively. 11.38 per cent and 6.46 per cent of the respondents stay four

times a year and five times or more a year respectively.

 130

Table 4.4

Distribution of the Respondents by Mode of Booking

No. of
Mode of Booking Percentage
Respondents

By email 178 27.38

Directly at the front desk 143 22.00

From travel agency/tour operator 27 04.15

By online reservation system 167 25.69

By phone call 135 20.78

Total 650 100.00

Source: Computed from Primary Data

Out of the 650 respondents, 27.38 per cent and 22 per cent of the

respondents book the rooms at the select star hotels by e-mail and directly at

the front desk respectively. 4.15 per cent and 25.69 per cent of the

respondents book the rooms through travel agency/tour operator and online

reservation system respectively. 20.78 per cent of the respondents book the

rooms by phone call.

4.2. Factors Influencing the Respondents to Prefer Star Hotels

Several factors influence the customers to prefer a particular star

hotel for stay. The staff of the hotel, friends and relatives encourages

customers to prefer a particular star hotel. The following table depicts the

importance level of the factors influencing customers to prefer star hotels for

their stay in Coimbatore city.

 131

Table 4.5

Factors Influencing the Respondents to Prefer Star Hotels

Level of Importance

Not Important
Important nor
Important

Important

Important

Important
Not at all
Mean

Neither
Influencing Factors Total

Very

Not
Score

157 133 146 107 107 650

Reputation of hotel 3.19
(24.15) (20.46) (22.46) (16.46) (16.46) (100.00)
58 204 146 217 25 650
Excellent guest service 3.08
(8.92) (31.38) (22.46) (33.38) (3.85) (100.00)
106 113 221 133 77 650
Recommendations 3.06
(16.31) (17.38) (34.00) (20.46) (11.85) (100.00)
50 239 160 164 37 650
Range of services 3.16
(7.69) (36.77) (24.62) (25.23) (5.69) (100.00)
124 172 181 113 60 650
Fast and efficient service 3.29
(19.08) (26.46) (27.85) (17.38) (9.23) (100.00)
Friendliness of the hotel 120 193 185 101 51 650
3.35
staff (18.46) (29.69) (28.46) (15.54) (7.85) (100.00)
Reasonable service 132 148 227 94 49 650
3.34
charges (20.31) (22.77) (34.92) (14.46) (7.54) (100.00)
36 219 187 160 48 650
Tight security 3.05
(5.54) (33.69) (28.77) (24.62) (7.38) (100.00)
144 140 232 100 34 650
Personalized services 3.40
(22.15) (21.54) (35.69) (15.38) (5.23) (100.00)
41 246 191 114 58 650
Reasonable room tariff 3.15
(6.31) (37.85) (29.38) (17.54) (8.92) (100.00)
92 125 252 116 65 650
Past experience 3.10
(14.15) (19.23) (38.77) (17.85) (10.00) (100.00)
75 167 222 147 39 650
Convenience 3.14
(11.53) (25.69) (34.15) (22.62) (6.00) (100.00)
73 212 157 153 55 650
Closeness to main city 3.15
(11.23) (32.62) (24.15) (23.54) (8.46) (100.00)
85 147 163 151 104 650
Convenient location 2.94
(13.08) (22.62) (25.08) (23.23) (16.00) (100.00)
Institution contract with 88 183 264 93 22 650
3.34
hotel (13.54) (28.15) (40.62) (14.31) (3.38) (100.00)
92 176 196 131 55 650
Total 3.18
(14.15) (27.08) (30.15) (20.15) (8.46) (100.00)

Source: Computed from Primary Data

 132

Table 4.5 shows the importance levels of various factors influencing

the respondents to prefer a star hotel for stay. The overall influence of all

these factors is considered ‘very important’ in influencing the customers to

prefer the star hotels by 14.15 per cent, as ‘important’ by 27.08 per cent of

the respondents, ‘neither important nor not important’ by 30.15 per cent of

the respondents, as ‘not important’ by 20.15 per cent of the respondents and

as ‘not at all important’ by 8.46 per cent of the respondents. The mean

acceptance score reveals that personalized service is the most important

factor (3.40) for the respondents to prefer the star hotel, followed by

friendliness of the hotel staff (3.35). Conversely, the respondents give least

importance on convenient location (2.93) while preferring a star hotel.

4.3. Customers’ Satisfaction towards Services of the Star Hotels

Providing hotel services is the primary activity of a hotel. Primary

activities represent the front stage activities, which contain a distinct

component of interacting with actual and potential guests. They are focused

on the selling market and directly participate in the fulfillment of the guests’

requirements. Following these primary activities, there are backstage

activities. They include processes in the areas of hotel management, strategic

marketing and human resources management, as well as the management of

procurement, finance and controlling. Therefore, these two activities are

vital for customer satisfaction that hotels can use to gain competitive
 133

advantage in today’s competitive situation. With a better understanding of

customers' perceptions, hotels can determine the actions required to meet the

customers' needs. In this context, an attempt has been made to study the

relationship among the satisfaction levels of the customers belonging to

different demographic profiles towards services of the select star hotels in

Coimbatore city.

Gender and Satisfaction towards Services of the Star Hotels

Gender is the genetic difference of man and woman and the variants

between. Gender has always been a distinctive segmentation variable. As

far as hotel services are concerned, men have greater idea about the hotel

services, their significance and convenience. Men are more prone to

influencing the joint decisions owing to their interaction with the external

world in general. Though nobody could belittle the contribution and

significance of the role of making critical decisions in the purchase of

products, marketers would do themselves a lot of good, if they appeal to

men directly for hotel products. Therefore, it is relevant to study the

difference between the satisfaction level of male and female customers

towards services of the select star hotels. The respondents were asked to

state their level of satisfaction towards services of the select star hotels and

an attempt was made to find out the difference between the satisfaction level

of male and female respondents towards services of the select star hotels.
 134

Table 4.6

Gender and Satisfaction towards Services of the Star Hotels

No. of Standard
Gender Mean Score Co-variation
Respondents Deviation

Male 554 67.42 5.90 8.75

Female 96 67.93 5.31 7.82

Total 650 67.50 5.81 8.61

Source: Computed from Primary Data

Comparison of Satisfaction between Male and Female Respondents

Table Value
t Value D.F Result
at 5 per cent

0.785 648 1.964 Not significant

The calculated t value (0.785) is less than the table value (1.964) at 5

per cent level of significance. The test is insignificant. Thus, no significant

difference is found between the satisfaction levels of male and female

respondents towards services of the select star hotels. Therefore, the null

hypothesis (Ho1) is acknowledged. The mean satisfaction score of the female

respondents (64.93) is high, followed by male respondents (64.42). It reveals

that female respondents are more satisfied with the services of the select star

hotels. Moreover, the variation in the satisfaction level (7.82 per cent) is low

among the female respondents. This means that there exists stability in the

satisfaction level of female respondents towards services of the select star

hotels.
 135

Figure 4.1

Gender and Satisfaction towards Services of the Star Hotels

68
67.9
67.8
Mean Satisfaction Score

67.7
67.93
67.6
67.5
67.4 67.42
67.3
67.2
67.1
Male Female
Gender

Age and Satisfaction towards Services of the Star Hotels

The relationship between customers’ age and their perception in

organizational affairs holds considerable interest in business research. Age is

a valuable demographic variable for distinguishing segment. The 20

20-30

years age group is an upcoming group, and with the outburst of the

knowledge industry, this group is expected to perform well in the near

future, and thus forms a budding group to be concentrated upon for offering

hotel services. Therefore, customers of diverse age groups were asked to

state their level of satisfaction towards services of the select star hotels and

an attempt was made to find out the relationship between age and

satisfaction.
 136

Table 4.7

Age and Satisfaction towards Services of the Star Hotels

No. of Standard
Age (years) Mean Score Co-variation
Respondents Deviation

Upto 30 82 68.21 6.12 8.97

31-40 193 67.03 5.91 8.82

41-50 261 67.82 5.68 8.38

Above 50 114 67.04 5.70 8.50

Total 650 67.50 5.81 8.61

Source: Computed from Primary Data

Relationship between Age and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent

Between
3 133.252 44.417
groups
Not
1.317 2.619
significant
Within
646 21789.242 33.729
groups

Total 649 21922.494

The calculated F value is (1.317) less than the table value (2.619) at

5 per cent significance level. Hence, no significant relationship is found

among the satisfaction levels of the respondents of different age groups

towards services of the select star hotels in Coimbatore city. For this reason,

the null hypothesis (Ho1) is accepted. The mean satisfaction score of the

respondents in the age group upto 30 years (68.21) is high, followed by the

age group 41-50 years (67.82). Accordingly, the respondents of the age
 137

group upto 30 years are more satisfied with the services of the select star

hotels.. In addition, the variation in the satisfaction level (8.97 per cent) is

high among the respondents in the age group upto 30 years, followed by the

respondents
spondents in the age group 31
31-40
40 years. In contrast, the variation in the

satisfaction level (8.38 per cent) is low among the respondents in the age

group 41-50
50 years. It means that there is stability among the satisfaction

levels of the customers in the age

a group 41-50
50 years towards services of the

select star hotels in Coimbatore city.

Figure 4.2

Age and Satisfaction towards Services of the Star Hotels

68.4
68.2
68
Mean Satisfaction Score

67.8
67.6 68.21
67.4 67.82
67.2
67 67.03 67.04

66.8
66.6
66.4
Upto 30 31-40 41-50 Above 50
Age ( Years)
 138

Education and Satisfaction towards Services of the Star Hotels

The predominant literacy group of the sample customers (52.31 per cent)

has degree qualification. It becomes imperative to look at how the educational

status of the customers influences their satisfaction towards services of the select

star hotels. Therefore, the respondents from diverse educational status were

requested to state their level of satisfaction towards services of the select star

hotels and an attempt was made to find out the relationship among the

satisfaction levels of the respondents belonging to different educational status

groups towards services of the select star hotels in Coimbatore city.

Table 4.8

Education and Satisfaction towards Services of the Star Hotels

No. of Mean Standard

Educational status Co-variation
Respondents Score Deviation
Upto H.Sc 35 66.91 6.13 9.16
Diploma/ITI 102 67.83 6.08 8.96
Degree 340 67.59 5.54 8.20
Postgraduation and
173 67.23 6.14 9.13
above
Total 650 67.50 5.81 8.61
Source: Computed from Primary Data

Relationship between Education and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent
Between groups 3 39.388 13.129 Not
0.388 2.619
Within groups 646 21883.106 33.875 significant
Total 649 21922.494
 139

The calculated F value (0.388) is less than the table value (2.619) at

5 per cent level of significance. It is inferred that there is no significant

relationship among the satisfaction levels of the respondents having different

educational qualifications towards services of the select star hotels. Hence,

the null hypothesis (Ho1) is acknowledged. The mean satisfaction score

reveals that the respondents with Diploma/ITI qualification have higher

satisfaction level (67.83), followed by the respondents having degree

qualification (67.59) towards services of the select star hotels. The variation in

the satisfaction level (9.16 per cent) is high among the respondents who have

upto H.Sc education, and it is low (8.20 per cent) among the respondents

having degree qualification. It denotes that there is consistency among the

satisfaction levels of the respondents who have degree qualification towards

services of the select star hotels.

Figure 4.3

Education and Satisfaction towards Services of the Star Hotels

68
67.83
67.8
Mean Satisfaction Score

67.59
67.6

67.4
67.23
67.2

67 66.91

66.8

66.6

66.4
Upto H.Sc Diploma/ITI Degree Postgraduation and
Above

Education
 140

Occupation and Satisfaction towards Services of the Star Hotels

The respondents belonging to various occupations were requested to

state their level of satisfaction towards services of the select star hotels, and

an attempt was made to expose if there is any significant relationship among

the satisfaction levels of the respondents belonging to different occupations

towards services of the select star hotels.

Table 4.9

Occupation and Satisfaction towards Services of the Star Hotels

No. of Mean Standard

Occupation Co-variation
Respondents Score Deviation

Business 399 67.45 5.86 8.69

Employed 109 67.84 5.79 8.53

Profession 94 67.05 5.81 8.67

Student and others 48 68.00 5.56 8.18

Total 650 67.50 5.81 8.61

Source: Computed from Primary Data

Relationship between Occupation and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent

Between
3 44.820 14.940
groups
Not
0.441 2.619
significant
Within
646 21877.674 33.866
groups

Total 649 21922.494

 141

The calculated F value is (0.677) less than the table value (2.386) at 5

per cent level of significance. Thus, no significant relationship is found

among the satisfaction levels of the respondents belonging to different

occupations towards services of the select star hotels.. Therefore, the null

hypothesis (Ho1) is acknowledged. The mean satisfaction score of the

students and others (68.00) is high, followed by the employed customers

(67.84). It indicates that the employed customers are more satisfied with tthe

services of the select star hotels

hotels.. The variation in the satisfaction level (8.69

per cent) is high among the businessmen and it is low (8.18 per cent) among

the students and others. Thus, there exists consistency in the satisfaction

level of the students

ts and others towards services of the select star hotels.
hotels

Figure 4.4

Occupation and Satisfaction towards Services of the Star Hotels

68
67.8
Mean Satisfaction Score

67.6
67.4 68
67.84
67.2 67.45
67 67.05
66.8
66.6
66.4
Business Employed Profession Student and
Others

Occupation
 142

Monthly Income and Satisfaction towards Services of the Star Hotels

Income is a key issue in determining the ability of the people to buy a

product. However, income alone simply would not specify the purchase

behaviour. It has to be pooled with other demographic variables, to define

the target markets more specifically. As far as marketing of hotel services is

concerned, differential pricing could be considered. Therefore, an attempt

was made to find out the relationship among the satisfaction levels of the

respondents belonging to diverse monthly income groups towards services

of the select star hotels Coimbatore city.

TABLE 4.10
Monthly Income and Satisfaction towards Services of the Star Hotels
Monthly Income No. of Mean Standard Co-
(`) Respondents Score Deviation variation
Upto 50000 71 67.59 5.98 8.85
50001-75000 85 68.89 5.07 7.36
75001-100000 274 66.86 5.70 8.53
Above 100000 220 67.72 6.09 8.99
Total 650 67.50 5.81 8.61
Source: Computed from Primary Data

Relationship between Monthly Income and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent
Between
3 288.035 96.012
groups
2.867 2.619 Significant
Within
646 21634.459 33.490
groups
Total 649 21922.494
 143

The calculated F value is (2.867) greater than the table value (2.619) at

5 per cent significance level. It is inferred that a significant relationship is

found among the satisfaction levels of the respondents belonging to different

monthly income groups towards services of the select star hotels.. As a result,

the null hypothesis (Ho1) is discarded. The mean satisfaction score of the

respondents belonging to monthly income ` 50001-75000 (68.89) is high,

followed by the respondents whose monthly income is above

a 100000. It
`100000

reveals that the respondents who have a monthly income of ` 50001-75000

50001

are more satisfied with the services of the select star hotels.. Moreover, the

variation in the satisfaction level (8.99 per cent) is high among the

respondents having a monthly income of above

a `100000 and it is low (7.36

per cent) among the respondents having a monthly income of `50001

50001-75000.

Thus, there exists consistency in the satisfaction level of customers having a

monthly income of `50001

50001-75000 towards services of the select star hotels.
hotels

Figure 4.5

Monthly Income and Satisfaction towards Services of the Star Hotels

Mean Satisfaction Score

68.89
67.59 67.72
70 66.86

68

66

64

Monthly Income (`)

 144

Type of Hotel and Satisfaction towards Services of the Star Hotels

The sample customers of the various types of star hotels are asked to

state their level of satisfaction towards services of select star hotels. In this

perspective, the researcher has made an attempt to find out the relationship

among the satisfaction levels of the customers belonging to various types of

hotels towards services of the select star hotels.

Table 4.11

Type of Hotel and Satisfaction towards Services of the Star Hotels

Type of No. of Standard

Mean Score Co-variation
Hotel Respondents Deviation

3 star hotel 500 65.20 4.37 6.70

4 star hotel 100 74.00 1.80 2.43

5 star hotel 50 77.42 2.50 3.23

Total 650 67.50 5.81 8.61

Source: Computed from Primary Data

Relationship between Type of Hotel and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
1 per cent

Between
2 11781.122 5890.561
groups
375.806 4.638 Significant
Within
647 10141.372 15.674
groups

Total 649 21922.494

 145

The calculated F value is (375.806) greater than the table value (4.638)

at 1 per cent level of significance. It is inferred that a significant relationship

is found among the satisfaction levels of the respondents belonging to

different types of star hote

hotels towards their services.. As a result, the null

hypothesis (Ho1) is rejected. The mean satisfaction score of the customers of

the 5 star hotel (77.42) is high, followed by the customers of the 4 star hotels.

It reveals that the customers of the 5 star hotel are more satisfied with their

services.. Moreover, the variati

variation
on in the satisfaction level (6.70 per cent) is

high among the customers of the 3 star hotels and it is low (2.43 per cent)

among the customers of the 4 star hotels. Thus, there exists stability in the

satisfaction level of customers of the 4 star hotels towards

owards their services in

Coimbatore city.

Figure 4.6

Type of Hotel and Satisfaction towards Services of the Star Hotels

Mean Satisfaction Score

80
75
77.42
70 74
65 65.2

60
55
3 Star Hotels 4 Star Hotels 5 Star Hotel
Type of Hotel
 146

Hotels and Satisfaction towards Services of the Star Hotels

In the present study, customers of various star hotels were selected as

respondents and they were asked to state their level of satisfaction towards

services of their hotels. An attempt was made to find out the relationship

among the satisfaction levels of the sample customers of different star hotels

towards services offered by them.

Table 4.12

Hotel Belonging to and Satisfaction towards Services of the Star Hotels

No. of Mean Standard Co-

Hotel
Respondents Score Deviation variation
Le Méridien 50 77.42 2.50 03.23
Residency Towers 50 68.00 6.88 10.12
Mount Hotel 50 68.38 5.67 8.29
Grand Plazza 50 67.80 5.65 8.33
Metro Park Inn 50 67.74 7.17 10.58
Clarion Hotel 50 67.10 6.57 9.79
Hotel Alankar Grande 50 67.42 5.53 8.20
Hotel Vishnu Priya 50 67.22 5.18 7.71
Rathna Residency 50 66.86 5.66 8.47
CAG Pride 50 67.26 5.53 8.22
Heritage Inn 50 67.06 5.04 7.52
The Arcadia 50 67.08 4.88 7.27
Hotel City Tower 50 67.34 4.92 7.31
Total 650 67.50 5.81 8.61
Source: Computed from Primary Data
 147

Relationship between Hotel and Satisfaction

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent

Between
12 138.474 11.539
groups
Not
0.337 1.767
significant
Within
637 21784.020 34.198
groups

Total 649 21922.494

The calculated F value is (0.337) less than the table value (1.767) at 5

per cent significance level. Hence, no significant relationship is found

among the satisfaction levels of the respondents belonging to different star

hotels towards their services. For that reason, the null hypothesis (Ho1) is

acknowledged. The mean satisfaction score of the customers of Le Méridien

(77.42) is high, followed by the customers of Mount Hotel (68.38). Thus, the

customers of the Le Méridien are more satisfied with the hotel services.

Moreover, the variation in the satisfaction level (10.58 per cent) is high

among the customers of Metro Park Inn and it is low (7.27 per cent) among

the customers of the Arcadia. Thus, there exists stability in the satisfaction

level of the customers of the Arcadia towards hotel services.

 148

Figure 4.7

Hotel belonging to and Satisfaction towards Services of the Star Hotels

78

76

74

72
Mean Satisfaction Score

70
77.42

68

66

68 68.38
67.8 67.74 67.42 67.22
64 67.1 66.86 67.26 67.06 67.08 67.34

62

60

Hotels
 149

4.4. Multiple Discriminant Function Analysis

Multiple discriminant function analysis was used to study how the

various hotels services discriminate among the customers of three types of

star hotels i.e. 3 star, 4 star and 5 star hotels in terms of their satisfaction. The

goals of multiple discriminant analysis are:

i. Determine statistically the differences between the mean

discriminant score profiles.

ii. Establish a model for classifying individuals or objects into

groups on the basis of their values on the independent variables.

iii. Determine how much of the difference in the mean score profiles

is accounted for by each independent variable.

The objectives of the multiple discriminant function analysis are

outlined below:

i. Development of discriminant functions or linear combinations of

the predictor or independent variables, that will best discriminate

between the categories of the criterion or dependent variable i.e.

grouping variable.

ii. Examination of whether significant differences exist among the

groups, in terms of the predictor variables.

iii. Determination of which predictor variables contribute to most of

the inter-group differences.

 150

iv. Classification of cases to one of the groups based on the values of

the predictor variables.

v. Evaluation of the accuracy of classification.

The following are the 5 steps in the multiple discriminant function

analysis.

1. Formulating the discriminant problem requires identification of the

objectives and the criterion and predictor variables.

2. Estimation involves developing a linear combination of the

predictors, called discriminant functions, so that the groups differ as

much as possible on the predictor values.

3. Determination of statistical significance involves testing the null

hypothesis that, in the population, the means of all discriminant

functions in all groups are equal. If the null hypothesis is rejected, it

is meaningful to interpret the results.

4. The interpretation of discriminant weights or coefficients is similar to

that in multiple regression analysis. Given the multi-collinearity in

the predictor variables, there is no unambiguous measure of the

relative importance of the predictors in discriminating between the

groups. However, some idea of the relative importance of the

variables may be obtained by examining absolute magnitude of the

standardized discriminant function coefficients and by examining the

structural correlations. These simple correlations between each

 151

predictor variable and the discriminant function represent the

variance that the predictor variable shares with the function.

5. Validation involves developing the classification matrix. The

discriminant weights estimated by using the analysis sample are

multiplied by the values of the predictor variables in the sample. The

cases are then assigned to groups based on their discriminant scores

and an appropriate decision rule. The percentage of cases correctly

classified is determined and compared to the rate that would be

expected by chance classification.

Step1: Formulating the Problem

The multiple discriminant function was used to find whether any

significant difference exists among the customers of the three types of star

hotels. For the purpose of DFA, the variables which are assumed to

differentiate between the three groups of hotels are identified as given below.

i. Fast and efficient service

ii. Physical facilities

iii. Range of products and services

iv. Location of the hotel

v. Assistance to guests

vi. Tariff and charges

vii. Cleanliness and comfort

viii. Safety and security

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ix. Staff performance

x. Personalized services

xi. Customer waiting period

xii. Staff courtesy and response

xiii. Staff knowledge & trustworthiness

xiv. Ambience & interior decoration

xv. Parking facility

xvi. Quality of food and beverages

xvii. Special deals and discounts

xviii. Appropriate illumination

xix. Relationship with staff

xx. Personal care on individual needs

xxi. Restaurant & continental buffet

xxii. Gym and tennis court

xxiii. Car rentals

xxiv. Swimming pool

xxv. Salon, SPA & live band music

Development of Discriminant Functions

When the dependent variable consists of 3 groups, the number of

discriminant functions generated will be two. The typical discriminant

analysis model involves linear combinations of the following form:

 153

Dj = b0j + b1j X1j + b2j X2j + b3j X3j + . . . + bkj Xkj

Where,

Dj = Discriminant score for ith subject

B = Discriminant coefficient or weight of jth function

X = Predictor or independent variable of the jth function

j = Discriminant Function 1, 2

i = Number of sample respondents (i=1 to 650)

The statistics associated with multiple discriminant analysis are:

Group Means and Group Standard Deviations: These are computed

for each predictor variable for each group.

Canonical Correlation: It measures the extent of association between

the discriminant scores and the groups. It is a measure of association

between the single discriminant function and the set of dummy variables that

define the group membership.

Centroid: It is the mean value for the discriminant score for a particular

group. There are as many centroids as there are groups, as there is one for each

group. The means for a group on all the functions are the group centroids.

Classification Matrix: Sometimes it is also called confusion matrix.

The classification matrix contains the number of correctly classified and

misclassified cases.
 154

Discriminant Function Coefficients (Unstandardised): These are the

multipliers of variables, when the variables are in the original units of

measurement.

Discriminant Scores: The unstandardised coefficients are multiplied

by the values of the variables. These products are summed and added to the

content term to obtain the discriminant scores.

Eigen Values: For each discriminant function, the Eigen value is the

ratio of between-group to within-group sums of squares.

Wilk’s Lambda and F Values and their Significance: These are

calculated from one way analysis of variance, with the grouping variable

serving as the categorical independent variable. Each predictor, in turn,

serves as the metric dependent variable in the analysis of variance.

Structural Correlations: Also referred to as discriminant loadings, the

structural correlation represents the simple correlations between the

predictors and the discriminant function.

Direct Method: An approach to discriminant analysis that involves

estimating the discriminant function so that all the predictors are included

simultaneously.

Step 2: Estimation

The means and standard deviations for each category are found out

for the selected independent variables. Table 4.13 gives the details of means

and standard deviations of the selected variables.

 155

Table 4.13

Descriptive Statistics for Selected Independent Variables

Type of Hotel
Variables 3 Star 4 Star 5 Star
Mean S.D Mean S.D Mean S.D
Fast and efficient service 2.66 1.27 3.38 1.21 3.44 1.18
Physical facilities 2.47 1.07 2.90 0.90 3.30 1.05
Range of products and services 2.71 1.05 3.09 1.06 3.14 0.99
Location of the hotel 2.61 1.23 2.99 1.35 2.92 1.29
Assistance to guests 2.53 1.04 3.08 1.03 3.42 1.11
Tariff and charges 2.57 1.10 2.99 1.10 3.26 1.10
Cleanliness and comfort 2.72 1.16 2.74 1.18 3.08 1.14
Safety and security 2.67 1.10 3.19 1.09 2.96 1.14
Staff performance 2.56 1.02 2.98 0.99 3.08 1.05
Personalized services 2.52 1.12 3.29 1.11 2.92 1.07
Customer waiting period 2.53 1.11 2.83 1.04 3.06 1.08
Staff courtesy and response 2.62 1.09 2.80 1.15 2.94 1.25
Staff knowledge & trustworthiness 2.60 1.01 2.77 1.12 2.78 1.13
Ambience & interior decoration 2.58 1.11 2.85 0.97 3.18 1.08
Parking facility 2.58 1.00 2.88 1.03 3.22 1.15
Quality of food and beverages 2.51 1.04 3.23 1.11 3.04 1.09
Special deals and discounts 2.60 1.00 2.79 1.12 2.96 1.19
Appropriate illumination 2.62 1.03 3.10 1.10 3.02 1.00
Relationship with staff 2.57 0.95 3.01 1.13 2.88 1.24
Personal care on individual needs 2.65 1.24 3.05 1.34 3.48 1.28
Restaurant & continental buffet 2.48 1.16 2.93 1.26 3.14 0.99
Gym and tennis court 2.57 0.94 2.91 1.08 3.18 0.98
Car rentals 2.83 1.28 2.97 1.32 3.26 1.40
Swimming pool 2.77 1.12 2.80 1.24 3.12 1.52
Salon, Spa and live band music 2.67 1.16 2.45 1.04 2.64 0.96
Source: Computed from Primary Data
 156

Table 4.13 gives a generalized view of the variables to be analysed.

The mean values of most of the services are higher for 5 star hotels whereas

for 3 star hotels, the mean values are lower. Mean values of 4 star hotels fall

between 3 and 5 star hotels. The significance of the means of these variables

for the three categories is further tested using Wilk’s lambda and analysis of

variance. In the analysis of variance, the smaller the Wilk’s lambda, the

more important the independent variable to the discriminant function. The F-

ratio values give the results of the analysis of variance comparing the three

categories of hotels for the selected independent variables. It can be seen that

for most of the variables, the F-ratio values are significant at 1 per cent or 5

per cent levels. However, all these variables were retained for further

analysis.
 157

Table 4.14

Tests of Equality of Group Means

Wilk’s'
Variables F df1 df2 Sig.
Lambda
Fast and efficient service 0.942 20.037 2 647 **
Physical facilities 0.944 19.330 2 647 **
Range of products and services 0.975 8.391 2 647 **
Location of the hotel 0.985 4.812 2 647 **
Assistance to guests 0.928 25.236 2 647 **
Tariff and charges 0.961 13.178 2 647 **
Cleanliness and comfort 0.993 2.134 2 647 Ns
Safety and security 0.970 9.982 2 647 **
Staff performance 0.965 11.660 2 647 **
Personalized services 0.939 20.882 2 647 **
Customer waiting period 0.977 7.493 2 647 **
Staff courtesy and response 0.992 2.577 2 647 Ns
Staff knowledge & trustworthiness 0.995 1.567 2 647 Ns
Ambience & interior decoration 0.975 8.383 2 647 **
Parking facility 0.966 11.555 2 647 **
Quality of food and beverages 0.933 23.149 2 647 **
Special deals and discounts 0.989 3.646 2 647 *
Appropriate illumination 0.967 11.092 2 647 **
Relationship with staff 0.972 9.336 2 647 **
Personal care on individual needs 0.962 12.622 2 647 **
Restaurant & continental buffet 0.964 12.081 2 647 **
Gym and tennis court 0.962 12.915 2 647 **
Car rentals 0.992 2.763 2 647 Ns
Swimming pool 0.994 2.064 2 647 Ns
Salon, Spa and live band music 0.995 1.583 2 647 Ns
Source: Computed from Primary Data
Ns Not significant *Significant at 5 per cent level ** Significant at 1 per cent level
 158

Summary of Canonical Discriminant Functions

Since the dependent variable, type of hotel, has three groups, the

number of discriminant functions computed is two. The two discriminant

functions arrived at with their discriminant coefficients are given in Table

4.15. The discriminant function coefficients are partial coefficients,

reflecting the unique contribution of each variable to the classification of the

dependent variable. The coefficient values are used to find the discriminant

scores of each respondent for each group, by substituting the values for each

of the variables in the discriminant functions for each case.

 159

Table 4.15

Canonical Discriminant Function Coefficients (Unstandardized)

Function
Variables
1 2
Fast and efficient service 0.079 0.225
Physical facilities 0.331 -0.138
Range of products and services 0.221 0.207
Location of the hotel 0.094 0.268
Assistance to guests 0.310 0.087
Tariff and charges 0.204 0.094
Cleanliness and comfort 0.189 0.065
Safety and security 0.000 0.362
Staff performance 0.291 0.006
Personalized services -0.122 0.492
Customer waiting period 0.281 0.086
Staff courtesy and response 0.189 0.072
Staff knowledge & trustworthiness 0.120 0.223
Ambience & interior decoration 0.290 -0.006
Parking facility 0.301 0.051
Quality of food and beverages 0.085 0.525
Special deals and discounts 0.238 -0.013
Appropriate illumination 0.169 0.288
Relationship with staff 0.120 0.371
Personal care on individual needs 0.477 -0.025
Restaurant & continental buffet 0.372 0.060
Gym and tennis court 0.332 -0.076
Car rentals 0.259 0.177
Swimming pool 0.496 -0.087
Salon, Spa and live band music 0.357 -0.027
(Constant) -15.332 -8.924
Source: Computed from Primary Data
 160

Step 3: Determination of Statistical Significance

The Eigen values show how much of the variance in the dependent

variable, type of hotel, is accounted for by each of the functions. The

column, ‘ per cent Variance’ in Table 4.16 explains that the first function

accounts for 95.10 per cent of variance between groups and the second

function accounts for 4.90 per cent of variance between groups. Wilk’s

lambda shows that both discriminant functions are significant at 1 per cent

level. Canonical correlations measure the extent of association between the

discriminant scores and the groups. The canonical correlation of first

discriminant function is 0.7476 which when squared gives a value of 0.767

which explains 55.80 per cent of variation in the dependent variable.

Similarly, the value 0.248 suggests that 6.15 per cent of variation in the

dependent variable is explained by the second discriminant function.

Table 4.16

Eigen Values and Canonical Correlations

Eigen Per cent of Cumulative Canonical

Function
Value Variance per cent Correlation
1 1.265 95.1 95.1 0.747
2 0.065 4.9 100.0 0.248
Wilks' Lambda
Test of Wilks' Chi-
DF Result
Function(s) Lambda square
1 0.414 559.520 50 **
2 0.939 40.230 24 *
Source: Computed from Primary Data
* Significant at 5 per cent level ** Significant at 1 per cent level
 161

Step 4: Interpretation of Discriminant Coefficients

The structure matrix given in Table 4.17 shows the correlations of

each variable with each standardized discriminant function. By identifying

the largest absolute correlations associated of the variables with each

discriminant function, the researcher gains insight into how to name each

function. The structure coefficients shall be used to assign meaningful labels

to the discriminant functions. Thus, the first function gives more importance

to customer needs of the hotels in general which among other items, consists

of assistance to guests, fast and efficient service, and personalized service.

Organization communication has little contribution to this function. The

second function gives importance to physical facilities aspect of

respondents. It can be seen that quality of food and beverages, safety and

security, relationship with staff, cleanliness and comfort and appropriate

illumination contribute more to the second function in discriminating among

the three categories of hotels.

 162

Table 4.17
Structure Matrix
Function
Variables
1 2
$
Assistance to guests 0.248 0.086
$
Fast and efficient service 0.219 -0.141
$
Personalized services 0.214 0.167
Tariff and charges 0.179$ 0.071
Gym and tennis court 0.176$ 0.105
Restaurant & continental buffet 0.172$ 0.018
Personal care on individual needs 0.172$ 0.163
Staff performance 0.168$ -0.053
Range of products and services 0.142$ -0.076
Customer waiting period 0.134$ 0.077
Special deals and discounts 0.093$ 0.070
Staff courtesy and response 0.079$ 0.048
Staff knowledge & trustworthiness 0.061$ -0.043
Physical facilities 0.199 -0.467$
Quality of food and beverages 0.224 -0.351$
Safety and security 0.140 -0.306$
Relationship with staff 0.141 -0.236$
Cleanliness and comfort 0.052 0.220$
Appropriate illumination 0.158 -0.203$
Swimming pool 0.054 0.200$
Salon, Spa and live band music -0.045 0.190$
Parking facility 0.164 0.165$
Ambience & interior decoration 0.139 0.157$
Car rentals 0.076 0.138$
Location of the hotel 0.104 -0.138$
Source: Computed from Primary Data
$ Largest absolute correlation between each variable and any discriminant function
 163

Pooled within-groups correlations between discriminating variables

and standardized canonical discriminant functions are variables ordered by

absolute size of correlation within function.

Step 5: Classification and Validation

Finally, how efficient the discriminant functions are in discriminating

among the three categories of hotels based on the selected independent

variables is established by developing the classification matrix. The

classification matrix is developed using Table 4.20 where the group

centroids of each function for each category are given and Table 4.19 which

gives prior probabilities of each group. Table 4.20 is used to establish the

cutting points for classifying cases. The optimal cutting point is the weighted

average of the paired values. The cutting points set ranges of the

discriminant score to classify the respondents into three categories.

Table 4.18

Unstandardized Canonical Discriminant Functions Evaluated

at Group Means

Function
Type of Hotel
1 2

3 star hotels -0.477 -0.371

4 star hotels 1.124 1.357

5 star hotel 2.524 0.994

Source: Computed from Primary Data
 164

Table 4.19

Prior Probabilities for Groups

Type of Hotel Prior Probabilities No. of Hotels

3 star hotels 0.769 500

4 star hotels 0.154 100

5 star hotel 0.077 50

Total 1.000 650

Source: Computed from Primary Data

Based on group centroids and prior probabilities, the classification

matrix is arrived and is given in Table 4.20. The table is used to assess how

well the discriminant functions work, and whether it works equally well for

each group of the dependent variables. A look at the classification matrix

reveals that the function has predicted 92.20 per cent of the cases correctly

into their respective groups, whereas considering each category, the function

has predicted 99 per cent of 3 star hotel customers into its own group and 74

per cent of the 4 star hotel customers into its own group and 60 per cent of 5

star hotel customers into its own group indicating that on the whole, the

classification accuracy of the discriminant functions is 92.20 per cent for the

selected variables.
 165

Table 4.20

Classification Results

Predicted Group
Type of Membership Total
Hotel
3 Star 4 Star 5 Star

3 star 495 5 0 500

Count 4 star 18 74 8 100

5 star 0 20 30 50
Original
3 star 99.0 1.0 .0 100.0

Per cent 4 star 18.0 74.0 8.0 100.0

5 star 0.0 40.0 60.0 100.0

Source: Computed from Primary Data

92.20 per cent of original grouped cases correctly classified

 166

Now, the question remains to be answered is which variables

discriminate more efficiently among the 3 groups of hotels as far as

‘customer needs’ and ‘physical facilities’ are considered. A look at the chart

gives the canonical discriminant scores found for each type of hotel using

the two discriminant functions, which were plotted against each other along

with the group centroids. The scores and the group centroids were plotted

with the first discriminant function (customer needs) representing horizontal

axis and the second function (physical facilities) representing the vertical

axis. The group centroids suggest that 5 star hotel differ far from 3 star

hotels on horizontal axis. However, 4 star hotels are found to score higher

vertically also on physical facilities, whereas 5 star hotel scores lower than 4

star hotels on physical facilities.

Multiple discriminant analysis was applied to find how the hotels of

three categories differ in their services. The MDA technique applied resulted

in two discriminant functions, of which the variables such as assistance to

guests, fast and efficient service and personalized service contributed to the

first function(customer needs) and the items, physical facilities, quality food

and beverages, safety security, relationship with staff contributed to the

second discriminant function (physical facilities). The efficiency of these

functions was tested using classification matrix which predicted 92.20 per

cent of the cases correctly. The MDA results further show that the 5 star

hotel differs more on customer needs and 4 star hotels scored more on

physical facilities, whereas 3 star hotels scored lower on both dimensions.

 167

4.5. Effect of Personal Variables on the Respondents’ Satisfaction

The personal variables such as gender, age, education, monthly

income and type of hotel might affect the respondents’ satisfaction towards

services of the star hotels. Therefore, an attempt is made to examine the

effect of these personal variables on the respondents’ satisfaction towards

services of the select star hotels in Coimbatore city.

Table 4.21

Effect of Personal Variables on Respondents’ Satisfaction towards

Services of the Star Hotels

Personal Variables B Std. Error t Result

Constant 58.774 1.093 - -

Gender 0.641 0.448 1.431 Ns

Age -0.008 0.174 -0.043 Ns

Educational status -0.231 0.199 -1.156 Ns

Monthly income -0.107 0.167 -0.643 Ns

Type of hotel 6.898 0.262 26.303 **

Source: Computed from Primary Data
Ns: Not significant ** Significant at 1 per cent level

Multiple Correlation Coefficients between Personal Variables and

Satisfaction towards Services of the Star Hotels

R R Square F Result

0.720 0.519 138.933 Significant

 168

It is inferred from the above analysis that there has been a moderate

degree of correlation (0.720) between the respondents’ satisfaction towards

services of the select star hotels and the selected personal variables. The R

square indicates that 51.90 per cent of variation in the satisfaction level is

explained by all personal variables taken collectively. The F value indicates

that the multiple correlation coefficients are significant at 1 per cent level of

significance. Gender, age, education and monthly income of the respondents

have no significant effect on the respondents’ satisfaction towards services

of the select star hotels. However, type of hotel has significant effect on the

respondents’ satisfaction towards services of the select star hotels at

1 per cent significance level.

 169

Table 4.22
Respondents’ Level of Satisfaction towards Services of the Star Hotels
Level of Satisfaction
Neither Mean
Statements Highly Highly Total
Satisfied Satisfied nor Dissatisfied Score
Satisfied Dissatisfied
Dissatisfied
120 86 111 265 68 650
Fast and efficient service 2.88
(18.46) (13.23) (17.08) (40.77) (10.46) (100.00)
36 76 240 188 110 650
Physical facilities 2.60
(5.54) (11.69) (36.92) (28.92) (16.92) (100.00)
Range of products and 51 94 242 201 62 650
2.80
services (7.85) (14.46) (37.23) (30.92) (9.54) (100.00)
90 71 143 239 107 650
Location of the hotel 2.69
(13.85) (10.92) (22.00) (36.77) (16.46) (100.00)
45 84 230 201 90 650
Assistance to guests 2.68
(6.92) (12.92) (35.38) (30.92) (13.85) (100.00)
59 65 239 190 97 650
Tariff and charges 2.69
(9.08) (10.00) (36.77) (29.23) (14.92) (100.00)
78 76 175 250 71 650
Cleanliness and comfort 2.75
(12.00) (11.69) (26.92) (38.46) (10.92) (100.00)
104 87 152 209 98 650
Safety and security 2.83
(16.00) (13.38) (23.38) (32.15) (15.08) (100.00)
51 49 254 222 74 650
Staff performance 2.66
(7.85) (7.54) (39.08) (34.15) (11.38) (100.00)
69 60 202 227 92 650
Personalized services 2.67
(10.62) (9.23) (31.08) (34.92) (14.15) (100.00)
48 78 200 226 98 650
Customer waiting period 2.62
(7.38) (12.00) (30.77) (34.77) (15.08) (100.00)
Staff courtesy and 53 77 222 202 96 650
2.68
response (8.15) (11.85) (34.15) (31.08) (14.77) (100.00)
Staff knowledge & 40 80 214 239 77 650
2.64
trustworthiness (6.15) (12.31) (32.92) (36.77) (11.85) (100.00)
Ambience & interior 48 77 240 183 102 650
2.67
decoration (7.38) (11.85) (36.92) (28.15) (15.69) (100.00)
49 53 258 217 73 650
Parking facility 2.67
(7.54) (8.15) (39.69) (33.38) (11.23) (100.00)
Quality of food and 56 57 234 215 88 650
2.66
beverages (8.62) (8.77) (36.00) (33.08) (13.54) (100.00)
Special deals and 52 43 267 207 81 650
2.66
discounts (8.00) (6.61) (41.08) (31.85) (12.46) (100.00)
57 56 257 211 69 650
Appropriate illumination 2.72
(8.77) (8.62) (39.54) (32.46) (10.62) (100.00)
59 28 255 249 59 650
Relationship with staff 2.66
(9.08) (4.31) (39.23) (38.31) (9.08) (100.00)
Personal care on 107 65 146 239 93 650
2.78
individual needs (16.46) (10.00) (22.46) (36.77) (14.31) (100.00)
Restaurant & continental 60 76 180 211 123 650
2.60
buffet 9.23) (11.69) (27.69) (32.46) (18.92) (100.00)
26 84 266 196 78 650
Gym and tennis court 2.67
(4.00) (12.92) (40.92) (30.15) (12.00) (100.00)
66 81 212 222 69 650
Car rentals 2.77
(10.15) (12.46) (32.62) (34.15) (10.62) (100.00)
84 61 229 192 84 650
Swimming pool 2.80
(12.92) (9.38) (35.23) (29.54) (12.92) (100.00)
Salon, SPA & live band 95 0 181 320 54 650
2.63
music (14.62) (0.00) (27.85) (49.23) (8.31) (100.00)
64 67 214 221 84 650
Total 2.70
(9.85) (10.31) (32.92) (34.00) (12.92) (100.00)
Source: Computed from Primary Data
 170

In regards to the services of the select star hotels, the greater part of

the respondents (34 per cent

cent)) are dissatisfied, followed by neither satisfied

nor dissatisfied (32.92 per cent) and highly dissatisfied (12.92 per cent).

9.85 per cent and 10.31 per cent of the respondents are highly satisfied and

satisfied respectively with the services of the select star hotels. The mean

satisfaction score reveals that the respon

respondents
dents have higher satisfaction level

with the fast and efficient service (2.88), followed by safety and security

(2.83). In the case of physical

hysical facilities and restaurant
restaurant and continental buffet,
buffet

the sample customers have low level of satisfaction (2.60).

(2.60)

Figure 4.8

Respondents’ Level of Satisfaction towards Services of the Star Hotels

35

30

25
Satisfaction (%)

20 32.92 34

15

10 12.92
9.85 10.31
5

0
Highly Satisfied Neither Dissatisfied Highly
Satisfied Satisfied nor Dissatisfied
Dissatisfied

Level of Satisfaction
 171

4.6. Respondents’ Acceptance towards Perceived Service Quality

The role of service quality in the success of hotels cannot be denied.

It is vital for the hotels to have a good understanding on what exactly the

customers want. Identifying the expectations of customers, the dimensions

of the service quality, and their relative importance for customers for each

specific segment of hotel industry would certainly help hotel managers to

get better the service quality. In the face of increasing competition, the hotel

industry is seeking new tools to create competitive advantage. The main

problem in determining the quality of hotel services is the lack of a unified

model for measuring it, or determining the customers’ satisfaction with the

provided service. The present study identifies seven key dimensions of service

quality of the hotel industry, covering assurance, empathy, reliability,

responsiveness, room and room service, and in-house cafe/restaurant. In this

context, an attempt has been made to examine the perceived service quality of

the customers in the select star hotels in Coimbatore city.

Table 4.23
Gender and Acceptance towards Perceived Service Quality
No. of Standard
Gender Mean Score Co-variation
Respondents Deviation
Male 554 206.41 11.55 5.60
Female 96 205.50 10.40 5.06
Total 650 206.28 11.38 5.52
Source: Computed from Primary Data

Comparison of Acceptance between Male and Female Respondents

t Value D.F Table Value at 5 per cent Result
0.726 648 1.964 Not significant
 172

The calculated t value (0.726) is not as much of the table value

(1.964) at 5 per cent significance level. The test is insignificant. Thus, no

significant difference is found between the acceptance level of male and

female respondents towards perceived service quality in the select star

hotels. Therefore, the null hypothesis (Ho2) is acknowledged. The mean

acceptance score of the male respondents (206.41) is high, followed by

female respondents (205.50). It reveals that female respondents have higher

acceptance level towards perceived service quality in the select star hotels.

Moreover, the variation in the acceptance level (5.06 per cent) is low among

the female respondents. This means that there exists stability in the

acceptance level of female respondents towards perceived service quality in

the select star hotels.

Table 4.24

Age and Acceptance towards Perceived Service Quality

No. of Mean Standard Co-

Age (years)
Respondents Score Deviation variation

Upto 30 82 208.57 9.71 4.66

31-40 193 205.45 12.05 5.87

41-50 261 206.23 11.29 5.47

Above 50 114 206.14 11.48 5.57

Total 650 206.28 11.38 5.52

Source: Computed from Primary Data
 173

Relationship between Age and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent

Between
3 568.361 189.454
groups
Not
1.465 2.619
significant
Within
646 83524.237 129.294
groups

Total 649 84092.598

The calculated F value is (1.465) less than the table value (2.619) at 5

per cent level of significance. As a result, there is no significant relationship

among the acceptance levels of the respondents belonging to different age

groups towards perceived service quality in the select star hotels. Hence, the

null hypothesis (Ho2) is acknowledged. The mean acceptance score of the

respondents in the age group upto 30 years (208.57) is high, followed by the

age group 41-50 years (206.23). Accordingly, the respondents in the age

group upto 30 years have higher acceptance level towards perceived service

quality in the select star hotels. More to the point, the variation in the

acceptance level (5.87 per cent) is high among the respondents belonging to

31-40 years and it is low (4.66 per cent) among the respondents in the age

group upto 30 years. Thus, consistency is found among the acceptance levels

of the respondents in the age group upto 30 years towards perceived service

quality in the select star hotels in Coimbatore city.

 174

Table 4.25

Educational Status and Acceptance towards Perceived Service Quality

No. of Mean Standard Co-

Educational Status
Respondents Score Deviation variation

Upto H.Sc 35 206.11 11.53 5.59

Diploma/ITI 102 206.45 11.45 5.55

Degree 340 205.85 11.69 5.68

PG and above 173 207.05 10.73 5.18

Total 650 206.28 11.38 5.52

Source: Computed from Primary Data

Relationship between Education and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent
Between
3 169.919 56.640
groups Not
0.436 2.619
Within significant
646 83922.680 129.911
groups
Total 649 84092.598

The calculated F value (0.436) is less than the table value (2.619) at 5

per cent significance level. It is inferred that there is no significant

relationship among the acceptance levels of the respondents of different

educational status groups towards perceived service quality in the select star

hotels. Hence, the null hypothesis (Ho2) is acknowledged. The mean

acceptance score shows that the respondents with postgraduation and above

qualifications have higher acceptance level (207.05), followed by the

 175

respondents having Diploma/ITI qualification (206.45) towards perceived

service quality in the select star hotels. The variation in the acceptance level

(5.68 per cent) is high among the respondents having degree qualification,

and it is low (5.18 per cent) among the respondents having postgraduation

and above qualifications. It denotes that there is consistency among the

acceptance levels of the respondents who have postgraduation and above

qualifications towards perceived service quality in the select star hotels.

Table 4.26

Occupation and Acceptance towards Perceived Service Quality

No. of Mean Standard

Occupation Co-variation
Respondents Score Deviation

Business 399 206.41 11.35 5.50

Employed 109 206.72 10.99 5.32

Profession 94 206.73 11.78 5.70

Student and others 48 203.27 11.63 5.72

Total 650 206.28 11.38 5.52

Source: Computed from Primary Data

Relationship between Occupation and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent
Between
3 481.818 160.606
groups Not
1.241 2.619
Within significant
646 83610.781 129.428
groups
Total 649 84092.598
 176

The calculated F value is (1.241) not as much of the table value

(2.619) at 5 per cent significance level. Therefore, no significant relationship

is found among the acceptance levels of the respondents belonging to

different occupations towards perceived service quality in the select star

hotels. Therefore, the null hypothesis (Ho2) is accepted. The mean

acceptance score of the professionals (206.73) is high, followed by the

employed customers (206.72). It reveals that the professionals have higher

acceptance level towards perceived service quality in the select star hotels.

The variation in the acceptance level (5.72 per cent) is high among the

students and others and it is low (5.32 per cent) among the employed

customers. Thus, there exists consistency in the acceptance level of the

employed customers towards perceived service quality in the select star

hotels.
 177

Table 4.27

Monthly Income and Acceptance towards Perceived Service Quality

Monthly Income No. of Mean Standard

Co-variation
(`) Respondents Score Deviation

Upto 50000 71 209.52 11.41 5.45

50001-75000 85 204.61 11.98 5.86

75001-100000 274 206.30 11.42 5.54

Above 100000 220 205.85 10.95 5.32

Total 650 206.28 11.38 5.52

Source: Computed from Primary Data

Relationship between Monthly Income and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent

Between
3 1022.292 340.764
groups
2.650 2.619 Significant
Within
646 83070.307 128.592
groups

Total 649 84092.598

The calculated F value is (2.650) less than the table value (2.619) at 5

per cent level of significance. Hence, there an insignificant relationship

among the acceptance levels of the respondents belonging to diverse income

groups towards perceived service quality in the select star hotels. Therefore,

the null hypothesis (Ho2) is acknowledged. The mean acceptance score of

 178

the respondents belonging to monthly income upto `50000 (209.52) is high,

followed by the respondents whose monthly income is `75001-100000. It

reveals that the respondents having monthly income upto `50000 have

higher acceptance level towards perceived service quality in the select star

hotels. Besides, the variation in the acceptance level (5.86 per cent) is high

among the respondents having a monthly income of ` 50001-75000 and it is

low (5.32 per cent) among the respondents having a monthly income of

above `100000. Thus, stability is found in the acceptance level of the

respondents having a monthly income of above `100000 towards perceived

service quality in the select star hotels.

Table 4.28

Type of Hotel and Acceptance towards Perceived Service Quality

Type of No. of Standard

Mean Score Co-variation
Hotel Respondents Deviation

3 star hotels 500 206.09 11.31 5.49

4 star hotels 100 206.92 11.65 5.63

5 star hotel 50 206.84 11.77 5.69

Total 650 206.28 11.38 5.52

Source: Computed from Primary Data

 179

Relationship between Type of Hotel and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent

Between
2 73.936 36.968
groups
Not
0.285 3.010
significant
Within
647 84018.662 129.859
groups

Total 649 84092.598

The calculated F value is (0.285) not as much of the table value

(3.010) at 5 per cent significance level. Hence, there is no significant

relationship among the acceptance levels of the respondents belonging to

different types of star hotels towards perceived service quality. Therefore,

the null hypothesis (Ho2) is accepted. The mean acceptance score of the

customers of 4 star hotels (206.92) is high, followed by the respondents of

the 5 star hotel. It reveals that the customers of the 4 star hotels have higher

acceptance level towards perceived service quality. Besides, the variation in

the acceptance level (5.69 per cent) is high among the customers of the 5 star

hotel and it is low (5.49 per cent) among the customers of the 3 star hotels.

Thus, stability is found in the acceptance level of the customers of the 3 star

hotels towards perceived service quality.

 180

Table 4.29

Hotel Belongs to and Acceptance towards Perceived Service Quality

No. of Mean Standard Co-

Hotel
Respondents Score Deviation variation
Le Méridien 50 208.96 12.95 6.20
Residency Towers 50 207.80 10.62 5.11
Mount Hotel 50 206.36 10.41 5.04
Grand Plazza 50 205.52 9.15 4.45
Metro Park Inn 50 204.82 10.78 5.26
Clarion Hotel 50 206.80 11.35 5.49
Hotel Alankar Grande 50 202.14 11.72 5.80
Hotel Vishnu Priya 50 206.92 12.22 5.91
Rathna Residency 50 207.34 11.00 5.31
CAG Pride 50 207.54 10.41 5.02
Heritage Inn 50 206.80 13.85 6.70
The Arcadia 50 207.46 10.91 5.26
Hotel City Tower 50 203.16 11.25 5.54
Total 650 206.28 11.38 5.52
Source: Computed from Primary Data

Relationship between Hotel and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent

Between
12 2206.818 183.902
groups
Not
1.431 1.767
significant
Within
637 81885.780 128.549
groups

Total 649 84092.598

 181

The calculated F value is (1.431) less than the table value (1.767) at

5 per cent level of significance. Hence, no significant relationship is found

among the acceptance levels of the respondents belonging to different star

hotels towards perceived service quality. For that reason, the null hypothesis

(Ho2) is acknowledged. The mean acceptance score of the customers of

Le Méridien (208.96) is high, followed by the customers of Residency

Towers (208.60). Thus, the customers of Le Méridien have higher

acceptance level with the perceived service quality. Moreover, the variation

in the acceptance level (6.70 per cent) is high among the customers of

Heritage Inn and it is low (4.45 per cent) among the customers of Grand

Plazza. Thus, there exists consistency in the acceptance level of the

customers of Grand Plazza towards perceived service quality.

4.7. Effect of Personal Variables on the Perceived Service Quality

The personal variables of the sample customers such as gender, age,

education, monthly income and type of hotel may affect the perceived

service quality. Hence, the researcher has made an attempt to examine the

effect of these variables on the respondents’ acceptance level towards

perceived service quality in the select star hotels in Coimbatore city.

 182

Table 4.30

Effect of Personal Variables on Respondents’ Acceptance towards

Perceived Service Quality

Personal Variables B Std. Error t Result

(Constant) 208.904 3.076 - -

Gender -0.928 1.261 -0.736 Ns

Age -0.425 0.491 -0.865 Ns

Educational status 0.310 0.561 0.553 Ns

Monthly income -0.663 0.470 -1.410 Ns

Type of hotel 0.463 0.738 0.627 Ns

Source: Computed from Primary Data
Ns: Not significant

Multiple Correlation Coefficients between Personal Variables and

Perceived Service Quality

R R Square F Result

0.080 0.006 0.826 Not significant

It is inferred from the above analysis that there has been low

correlation (0.080) between the perceived service quality and the selected

personal variables in the select star hotels. The R square indicates that 0.60 per

cent of variation in the perceived service quality is explained by all personal

variables taken together. The F value indicates that the multiple correlation

coefficients are not significant. Respondents’ gender, age, educational status,

monthly income and type of hotel have no significant effect on their acceptance

towards perceived service quality in the select star hotels.

 183

4.8. Service Quality Gap Analysis

It is complex to achieve balanced quality of a hotel product, since its

creation and its concurrent realization involve more than one producer.

Hence, its quality should be observed regarding certain components, i.e.

customer satisfaction, expressed by the concordance level between the

expected and experienced. The basic gap is the consumer gap, which

emerges as the discrepancy between customer expectation and their

perception of the service delivery in the hotel. The right parameter for

success of service is achieved once the perception meets expectations in

terms of value. The confirmation of expectations is observed through the

gap, i.e. the deviation which appeared between the guests’ expectations and

delivered service. If their expectations meet the perception, it means that the

guests are satisfied. In case, the expectations are higher than the perception,

it is assumed that the guests are dissatisfied. Therefore, analyzing service

quality gap can help hoteliers to develop different strategies to meet the

needs of each specific segment. In this context, an attempt has been made to

compare the expected and perceived levels of service quality in the select

star hotels and to identify if there is any significant difference between the

expected and perceived levels of service quality.

 184

Table 4.31

Respondents’ Acceptance towards Expected and Perceived

Levels of Assurance

No. of Standard
Level Mean Score Co-variation
Respondents Deviation

Expected
650 33.17 3.08 9.29
level

Perceived
650 26.95 3.92 14.55
level
Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of Assurance

Table Value
t Value D.F Result
at 1 per cent

30.683 649 2.583 Significant

The calculated t value is (30.683) greater than the table value (2.583)

at 1 per cent level of significance. The test is significant. This means that

there is a significant difference in the acceptance level of the customers

between expected and perceived levels towards assurance dimension of

service quality in the select star hotels. Therefore, the null hypothesis (H 03)

is rejected. Further, the mean acceptance score of the customers with respect

to expected assurance level (33.17) is high, followed by the mean acceptance

score of the perceived level of assurance (26.95). Therefore, there is a

considerable gap between the expected and perceived levels of assurance

dimension of service quality in the select star hotels.

 185

Table 4.32

Respondents’ Acceptance towards Expected and Perceived

Levels of Empathy

No. of Mean Standard Co-

Level
Respondents Score Deviation variation

Expected level 650 36.49 3.69 10.11

Perceived level 650 29.65 4.18 14.10

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of Empathy

Table Value
t Value D.F Result
at 1 per cent

31.033 649 2.583 Significant

The calculated t value is (31.033) larger than the table value (2.583)

at 1 per cent significance level. The test is significant. It means that a

significant difference is found in the acceptance level of the customers

between expected and perceived levels towards empathy dimension of

service quality. Therefore, the null hypothesis (H03) is rejected. The mean

acceptance score of the customers towards expected level of empathy

(36.49) is high, followed by the perceived level of empathy (29.65).

Therefore, a significant gap is found between the expected and perceived

levels of the empathy dimension of service quality in the select star hotels.
 186

Table 4.33

Respondents’ Acceptance towards Expected and Perceived

Levels of Reliability

No. of Mean Standard

Level Co-variation
Respondents Score Deviation

Expected level 650 35.28 3.56 10.09

Perceived level 650 29.29 4.58 15.64

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of Reliability

Table Value
t Value D.F Result
at 1 per cent

25.322 649 2.583 Significant

The calculated t value is (25.322) greater than the table value (2.583)

at 1 per cent significance level. Therefore, a significant difference is found

in the acceptance level of the customers between expected and perceived

levels towards reliability dimension of service quality. Therefore, the null

hypothesis (H03) is rejected. Besides, the mean acceptance score of the

customers towards expected level of reliability (35.28) is high, followed by

the perceived level of reliability dimension of service quality (29.29).

Therefore, there exists a significant gap between the expected and perceived

levels of reliability dimension of service quality in the select star hotels.

 187

Table 4.34

Respondents’ Acceptance towards Expected and Perceived

Levels of Responsiveness

No. of Mean Standard

Level Co-variation
Respondents Score Deviation

Expected level 650 22.46 3.42 15.23

Perceived level 650 20.44 4.11 20.11

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of Responsiveness

Table Value
t Value D.F Result
at 1 per cent

9.372 649 2.583 Significant

The calculated t value is (9.372) greater than the table value (2.583) at

1 per cent level of significance. The test is significant. Therefore, a significant

difference is found in the acceptance level of the customers between expected

and perceived levels towards responsiveness dimension of service quality.

Therefore, the null hypothesis (H03) is rejected. The mean acceptance score of

customers towards expected level of responsiveness (22.46) is high, followed

by the perceived level of responsiveness (20.44). Thus, a significant gap is

found between the expected and perceived levels of the responsiveness

dimension of service quality in the select star hotels.

 188

Table 4.35

Respondents’ Acceptance towards Expected and Perceived

Levels of Tangibility

No. of Mean Standard

Level Co-variation
Respondents Score Deviation

Expected level 650 42.23 4.66 11.03

Perceived level 650 34.64 4.40 12.70

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of Tangibility

Table Value
t Value D.F Result
at 1 per cent

31.634 649 2.583 Significant

The calculated t value is (31.634) larger than the table value (2.583)

at 1 per cent level of significance. Therefore, a noteworthy difference is

found in the acceptance level of the customers between expected and

perceived levels towards tangibility dimension of service quality. Therefore,

the null hypothesis (H03) is discarded The mean acceptance score of the

customers towards expected level of tangibility (42.23) is high, followed by

the perceived level of tangibility (34.64). Therefore, there exists a significant

gap between expected and perceived levels of the tangibility dimension of

the service quality in the select star hotels.

 189

Table 4.36

Respondents’ Acceptance towards Expected and Perceived

Levels of Room and Room Service

No. of Mean Standard

Level Co-variation
Respondents Score Deviation

Expected level 650 52.10 4.17 8.00

Perceived level 650 39.84 5.09 12.78

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of

Room and Room Service

Table Value
t Value D.F Result
at 1 per cent

48.248 649 2.583 Significant

The calculated t value is (48.248) greater than the table value (2.583)

at 1 per cent level of significance. The test is significant. It means that a

significant difference is found in the acceptance level of the customers

between expected and perceived levels towards room and room service

dimension of service quality. Therefore, the null hypothesis (H 03) is rejected.

The mean acceptance score of the customers towards expected level of room

and room service (52.10) is high, followed by the perceived level of

empathy (39.84). Therefore, a noteworthy gap is found between the expected

and perceived levels of the room and room service dimension of service

quality in the select star hotels.

 190

Table 4.37

Respondents’ Acceptance towards Expected and Perceived

Levels of In-house Cafe/Restaurant

No. of Mean Standard

Level Co-variation
Respondents Score Deviation

Expected level 650 31.91 3.36 10.53

Perceived level 650 25.47 4.63 18.18

Source: Computed from Primary Data

Comparison between Expected and Perceived Levels of In-house

Cafe/Restaurant

Table Value
t Value D.F Result
at 1 per cent

28.748 649 2.583 Significant

The calculated t value is (28.748) greater than the table value (2.583)

at 1 per cent level of significance. Therefore, a significant difference is

found in the acceptance level of the customers between expected and

perceived levels towards in-house cafe/restaurant dimension of service

quality. Therefore, the null hypothesis (H03) is rejected. Besides, the mean

acceptance score of the customers towards expected level of in-house

cafe/restaurant (31.91) is high, followed by the perceived level of in-house

cafe/restaurant dimension of service quality (25.47). Thus, there exists a

significant gap between the expected and perceived levels of in-house

cafe/restaurant dimension of service quality in the select star hotels.

 191

4.9. Customers’ Level of Acceptance towards Service Quality Dimensions

Globally, the subject of service quality remains a critical one as

businesses strive to maintain a comparative advantage in the marketplace.

As hotels compete in the marketplace, generally with undifferentiated

products and service quality becomes a primary competitive weapon. It is

indeed true that delivery of high service quality to customers offers firms an

opportunity to differentiate themselves in competitive markets. In contrast,

high quality of service leads to customer satisfaction and loyalty and greater

willingness to suggest someone else, reduction in customer complaints, and

enhanced customer retention rates to a great extent. Therefore, with the aim

of identify the firms’ strengths and/or weaknesses; customers’ perception of

service quality is a basic tool. Therefore, an attempt was made to find out the

level of acceptance of the customers towards various service quality dimensions

in the select star hotels in Coimbatore city.

4.9.1. Assurance

Assurance refers to the knowledge and courtesy of employees and

their ability to convey trust and confidence including credibility and

security. The employees have to help the customers in building confidence.

Apart from this, they must be well-versed with the workings of hotels so that

they can attend to the queries of the customers to make them feel secure and

comfortable when carrying out transactions. In this context, an attempt was

made to know the level of acceptance of customers towards assurance

dimension of service quality in the select star hotels.

 192

Table 4.38

Respondents’ Level of Acceptance towards Assurance

Level of Acceptance

Mean

Agree nor
Disagree

Disagree

Disagree
Strongly

Strongly
Statements Total

Neither
Agree

Agree
Score

Behaviour of this 143 251 2 111 143 650

hotel staff gives 3.22
sense of trust (22.00) (38.62) (0.31) (17.08) (22.00) (100.00)

Guests feel safe and 101 249 33 95 172 650

secure in their stay 3.02
in this hotel (15.54) (38.31) (5.08) (14.62) (26.46) (100.00)

Staff of this hotel are

knowledgeable to
provide information 136 127 66 171 150 650
2.89
about surrounding (20.92) (19.54) (10.15) (26.31) (23.08) (100.00)
areas and solve
guests’ problems

Staff of this hotel are 105 229 36 160 120 650

courteous and polite 3.06
(16.15) (35.23) (5.54) (24.62) (18.46) (100.00)

Staff of this hotel are 207 206 32 118 87 650

friendly 3.52
(31.85) (31.69) (4.92) (18.15) (13.38) (100.00)

Staff of this hotel

have the ability to 126 64 88 162 210 650
2.59
instill confidence in (19.38) (9.85) (13.54) (24.92) (32.31) (100.00)
guests

Employees of this 25 135 219 116 155 650

hotel treat me with 2.63
due respect (3.85) (20.77) (33.69) (17.85) (23.85) (100.00)

The facilities of this 198 166 85 54 147 650

hotel are 3.33
conveniently located (30.46) (25.54) (13.08) (8.31) (22.62) (100.00)

Professionalism of 36 224 77 135 178 650

employees in this 2.70
hotel is high order (5.54) (34.46) (11.85) (20.77) (27.38) (100.00)

120 183 71 125 151 650

Total 2.99
(18.46) (28.15) (10.92) (19.23) (23.23) (100.00)

Source: Computed from Primary Data

 193

In regards to the various factors that contribute to the assurance

dimension of service quality, the best part of the respondents (28.15 per cent)

agree with the list, followed by strongly disagree (23.23 per cent)) and disagree

(19.23 per cent). 18.46 per cent and 10.92 per cent of the respondents strongly

agree and neither agree nor disagree respectively on the assurance dimension

of service quality in the select star hotels. The mean acceptance score reveals

that the respondents have higher acceptance

acceptance level towards friendliness of the

staff (3.52), followed by facilities that are conveniently located (3.33). In the

case of ability of the staff to instill confidence into guests,

guests, the respondents

have low level of acceptance (2.59).

(2.59)

Figure 4.9

Respondents’
spondents’ Level of Acceptance towards Assurance

30

25
Acceptance (%)

20
28.15
15 23.23
18.46 19.23
10
10.92
5

0
Strongly Agree Neither Disagree Strongly
Agree Agree nor Disagree
Disagree

Level of Acceptance
 194

4.9.2. Empathy

The empathy service quality dimension refers to how the organization

cares and gives individualized attention to their customers, to make the

customers feel extra valued and special. If the customers feel that they get

individualized and quality attention, there is a very big chance that they will

return to the hotel and do business there again. In this context, the hoteliers

must have a sense of empathy, i.e. they should have the ability to experience

customers’ feelings as their own. A caring and individualized attention to

understand customers’ specific needs and be available for any help will

certainly yield good results. Hence, an attempt was made to know the

acceptance level of the customers towards empathy dimension of service

quality in the select star hotels.

 195

Table 4.39

Respondents’ Level of Acceptance towards Empathy

Level of Acceptance

Agree nor
Mean

Disagree

Disagree

Disagree
Strongly

Strongly
Neither
Statements Total

Agree

Agree
Score

My hotel gives me 116 159 157 94 124 650

individual care and 3.08
attention (17.85) (24.46) (24.15) (14.46) (19.08) (100.00)

In this hotel, staff 98 208 92 94 158 650

show special 2.99
attention on me (15.08) (32.00) (14.15) (14.46) (24.31) (100.00)

Employees of this
hotel understand the 101 205 50 158 136 650
2.96
specific needs of (15.54) (31.54) (7.69) (24.31) (20.92) (100.00)
guests

My hotel has guests' 123 178 51 161 137 650

2.98
best interest at heart (18.92) (27.38) (7.85) (24.77) (21.08) (100.00)
Charges on my
account are clearly 123 210 17 131 169 650
2.98
explained in this (18.92) (32.31) (2.61) (20.15) (26.00) (100.00)
hotel

I received undivided 144 194 32 117 163 650

attention at the front 3.06
desk of this hotel (22.15) (29.85) (4.92) (18.00) (25.08) (100.00)

Employee of this 135 124 59 153 179 650

hotel apologized for 2.82
service mistakes (20.77) (19.08) (9.08) (23.54) (27.54) (100.00)

Employees in this
hotel listen carefully 109 174 81 128 158 650
2.92
when guests (16.77) (26.77) (12.46) (19.69) (24.31) (100.00)
complain
The hotel gives 173 170 61 103 143 650
honest and empathic 3.20
treatment to guests (26.62) (26.15) (9.38) (15.85) (22.00) (100.00)

The hotel has 85 135 82 168 180 650

efficient staff 2.66
members (13.08) (20.77) (12.62) (25.85) (27.69) (100.00)

121 176 68 131 154 650

Total 2.97
(18.62) (27.08) (10.46) (20.15) (23.69) (100.00)

Source: Computed from Primary Data

 196

It is inferred from the above table that out of 650 respondents, greater

part of the respondents indicate that they agree (27.08 per cent)) with the

empathy dimension of service quality in the select star hotels,, followed

closely by strongly disagree (23.69 per cent) and disagree (20.15 per cent).

18.62 per cent and 10.46 per cent of the respondents strongly agree and

neither agree nor disagree

disag respectively. The mean acceptance score reveals

that the respondents have higher acceptance level towards honest and

empathic treatment given to guests (3.20), followed by individual care and

attention given to customers (3.08). In case of efficiency off staff members,

the respondents assign least score (2.66).

Figure 4.10

Respondents’ Level of Acceptance towards Empathy

30

25
Acceptance (%)

20
27.08
15 23.69
18.62 20.15
10
10.46
5

0
Strongly Agree Neither Agree Disagree Strongly
Agree nor Disagree Disagree

Level of Acceptance
 197

4.9.3. Reliability

The reliability dimension of service quality refers to how the hotels

are performing and completing their promised service, quality and accuracy

within the given set of requirements between the hotel and the customer.

This includes the ability to deliver a promised service accurately in a

unfailing manner so that customers’ confidence can be gained. It is assumed

that these variables are interrelated. In this context, an attempt was made to

know the level of acceptance of customers towards reliability dimension of

service quality in the select star hotels.

 198

Table 4.40

Respondents’ Level of Acceptance towards Reliability

Level of Acceptance

Mean

Agree nor
Strongly

Strongly
Disagree

Disagree

Disagree
Statements Total

Neither
Agree

Agree
Score

My hotel performs 98 143 153 99 157 650

the service right at 2.89
the first time (15.08) (22.00) (23.54) (15.23) (24.15) (100.00)

My hotel provides
the service at the 138 167 99 123 123 650
3.11
time it promises to (21.23) (25.69) (15.23) (18.92) (18.92) (100.00)
do so

The hotel takes care

of keeping accurate 88 206 96 148 112 650
3.02
and confidential (13.54) (31.69) (14.77) (22.77) (17.23) (100.00)
records

The hotel shows

warm interest for 128 108 88 172 154 650
2.82
solving problems of (19.69) (16.62) (13.54) (26.46) (23.69) (100.00)
their guests

The employees in 141 232 34 94 149 650

this hotel are highly 3.19
experienced (21.69) (35.69) (5.23) (14.46) (22.92) (100.00)

The hotel practicing 127 205 31 134 153 650

timely housekeeping 3.03
services (19.54) (31.54) (4.77) (20.62) (23.54) (100.00)

My guest room was 135 71 95 174 175 650

ready as promised in 2.72
this hotel (20.77) (10.92) (14.62) (26.77) (26.92) (100.00)

I got what I paid for 75 156 144 76 199 650

in this hotel 2.74
(11.54) (24.00) (22.15) (11.69) (30.62) (100.00)

The employees of 189 106 90 115 150 650

this hotel provide 3.11
error- free records (29.08) (16.31) (13.85) (17.69) (23.08) (100.00)

The hotel offers 67 188 62 129 204 650

services without 2.67
mistakes (10.31) (28.92) (9.54) (19.85) (31.38) (100.00)

119 158 89 126 158 650

Total 2.93
(18.31) (24.31) (13.69) (19.38) (24.31) (100.00)

Source: Computed from Primary Data

 199

The majority of respondents indicate that they agree and strongly

disagree (24.31 per cent)

cent with the reliability dimension of service quality in

the select star hotels, followed by disagree (19.38 per cent).

). 18.31 per cent

and 13.69 per cent of the respondents strongly agree and neither agree nor

disagree respectively.. The mean acceptance score reveal

revealss that the

respondents have higher acceptance level towards highly experienced

employees in the select hotels (3.19), followed by providing the service at

the time that the hotel promises to do so and providing error free records

(3.11). However, in case oof offering services without mistakes,

mistakes the

customers have lower acceptance level (2.67).

Figure 4.11

Respondents’ Level of Acceptance towards Reliability

25

20
Acceptance (%)

15 24.31 24.31
18.31 19.38
10 13.69

0
Strongly Agree Agree Neither Agree Disagree Strongly
nor Disagree Disagree

Level of Acceptance
 200

4.9.4. Responsiveness

The responsiveness dimension of service quality refers to the

readiness of the hoteliers to help their customers in providing them with a

good quality and fast service. This includes employees’ willingness and

readiness to help their customers as and when they are approached. It is the

responsibility of the hotels to provide their customers with prompt services.

This is an important dimension, as every customer feels more valued if they

get the best possible quality in the service. In this context, an attempt was

made to know the acceptance level of the customers towards responsiveness

dimension of service quality in the select star hotels.

 201

Table 4.41

Respondents’ Level of Acceptance towards Responsiveness

Level of Acceptance

Mean

Agree nor
Disagree

Disagree

Disagree
Strongly

Strongly
Statements Total

Neither
Agree

Agree
Score

Staff in this hotel 155 161 88 125 121 650

provide service 3.16
on time (23.85) (24.77) (13.54) (19.23) (18.62) (100.00)

Hotel staff 148 209 55 106 132 650

always try to 3.21
help me (22.77) (32.15) (8.46) (16.31) (20.31) (100.00)

Hotel staff give

me information 97 124 97 128 204 650
about when 2.66
service is (14.92) (19.08) (14.92) (19.69) (31.38) (100.00)
provided

Hotel staff are 142 131 77 151 149 650

never too busy to 2.95
meet guest needs (21.85) (20.15) (11.85) (23.23) (22.92) (100.00)

There is
flexibility in this 134 189 41 103 183 650
hotel according 2.98
to guests’ (20.62) (29.08) (6.31) (15.85) (28.15) (100.00)
demands

Readiness of the
employees to 79 147 79 160 185 650
help guests is 2.65
high order in this (12.15) (22.62) (12.15) (24.62) (28.46) (100.00)
hotel

Timeliness of the 122 121 103 132 172 650

hotel staff is high 2.83
order (18.77) (18.62) (15.85) (20.31) (26.46) (100.00)

125 155 77 129 164 650

Total 2.92
(19.23) (23.85) (11.85) (19.85) (25.23) (100.00)

Source: Computed from Primary Data

 202

In regards to the responsiveness dimension of service quality in the

select star hotels, greater part of the respondents (25.23 per cent)) strongly

disagree, followed by agree (23.85 per cent) and disagree (19.85 per cent).

19.23 per cent and 11.85 per cent of the respondents strongly agree and

neither agree nor disagree in that order.

order. The mean acceptance score reveals

that the respondents have higher acceptance level towards helping the

customers always by the hotel staff (3.21), followed by providing service on

time (3.16). On the other hand, in the case of readiness

readiness of the employees to help

guests in the hotel,, the cu

customers
stomers have lower level of acceptance score (2.65).
(2.65)

Figure 4.12

Respondents’ Level of Acceptance towards Responsiveness

30

25

20
Acceptance (%)

15 23.85 25.23
19.23 19.85
10 11.85

0
Strongly Agree Neither Agree Disagree Strongly
Agree nor Disagree Disagree

Level of Acceptance
 203

4.9.5. Tangibility

The tangible service quality dimension refers to the appearance of the

physical surroundings and facilities, equipment, personnel and the way of

communication. In other words, the tangible dimension is about creating first

hand impressions. A hotel should want all their customers to get a unique

positive and never forgetting first hand impression. This would make them

more likely to return in the future. In this context, an attempt was made to

know the level of acceptance of the customers towards tangibility dimension

of service quality in the select star hotels.

 204

Table 4.42

Respondents’ Level of Acceptance towards Tangibility

Level of Acceptance

Agree nor
Mean

Disagree

Disagree

Disagree
Strongly

Strongly
Neither
Statements Total

Agree

Agree
Score

Buildings and physical

138 154 42 138 178 650
facilities of this hotel 2.90
(21.23) (23.69) (6.46) (21.23) (27.38) (100.00)
are easy on the eye
When my hotel
provides service, the 104 154 69 139 184 650
2.78
materials they utilize (16.00) (23.69) (10.62) (21.38) (28.31) (100.00)
are easy on the eye
My hotel is located in 119 129 117 130 155 650
2.89
convenient place (18.31) (19.85) (18.00) (20.00) (23.85) (100.00)
My hotel is outfitted
with comfortable 118 168 61 174 129 650
2.96
facilities and (18.15) (25.85) (9.38) (26.77) (19.85) (100.00)
equipment
My hotel provides
visually appealing 110 190 32 171 147 650
2.92
brochures and (16.92) (29.23) (4.92) (26.31) (22.62) (100.00)
directories
The front desk of this
119 167 64 154 146 650
hotel is visually 2.94
(18.31) (25.69) (9.85) (23.69) (22.46) (100.00)
appealing
The outdoor
surroundings of this 123 175 39 178 135 650
2.96
hotel is visually (18.92) (26.92) (6.00) (27.38) (20.77) (100.00)
attractive
Furniture of this hotel
118 188 33 181 130 650
are modern and 2.97
(18.15) (28.92) (5.07) (27.85) (20.00) (100.00)
comfortable
The interior and
exterior decorations of 118 181 23 170 158 650
2.89
this hotel is quite (18.15) (27.85) (3.54) (26.15) (24.31) (100.00)
appealing
The staff of this hotel
had clean, neat 121 146 59 165 159 650
2.85
uniforms and good (18.62) (22.46) (9.08) (25.38) (24.46) (100.00)
appearance
The shops of this hotel
94 142 78 141 195 650
are pleasant and 2.69
(14.46) (21.85) (12.00) (21.69) (30.00) (100.00)
attractive
The hotel is bright and 119 154 79 132 166 650
2.89
well lighted (18.31) (23.69) (12.15) (20.30) (25.54) (100.00)
117 162 58 156 157 650
Total 2.89
(18.00) (24.92) (8.92) (24.00) (24.15) (100.00)
Source: Computed from Primary Data
 205

Table 4.42 shows the respondents’ level of acceptance towards

tangibility dimension of service quality in the select star hotels. Out of 650

respondents, 24.92 per cent of the respondents reveal that they agree with

the tangibility dimension of service qua

quality,
lity, followed by strongly disagree

(24.15 per cent),

), and disagree (24 per cent). 18 per cent and 8.92 per cent of

the respondents strongly agree and neither agree nor disagree respectively.

The mean acceptance score reveals that the respondents have higher
highe

acceptance level towards modern and comfortable furniture (2.97), followed

by outfitted with comfortable facilities and equipment and visually attractive

outdoor surroundings of the select star hotels (2.96). On the other hand, the

customers have lower aacceptance score (2.88) towards pleasant and

attractive shops of the select star hotels.

Figure 4.13

Respondents’ Level of Acceptance towards Tangibility

25
20
Acceptance (%)

24.92 24 24.15
15
18
10
8.92
5
0
Strongly Agree Neither Disagree Strongly
Agree Agree nor Disagree
Disagree

Level of Acceptance
 206

4.9.6. Room and Room Service

Hotels play the role of providing guests a home away from home.

Furthermore, it is this facility that facilitates further attraction of guests

towards a place as it makes their visit more convenient. In the highly

competitive hotel industry, service becomes one of the most important

elements for gaining a sustainable competitive advantage. In this context, an

attempt was made to know the level of acceptance of the customers towards

room and room service dimension of service quality in the select star hotels.
 207

Table 4.43

Respondents’ Level of Acceptance towards Room and Room Service

Level of Acceptance

Agree nor
Mean

Disagree

Disagree

Disagree
Strongly

Strongly
Neither
Statements Total

Agree

Agree
Score

In my hotel, the front

79 161 65 163 182 650
desk employees verify 2.68
(12.15) (24.77) (10.00) (25.08) (28.00) (100.00)
the reservation requests
The time to check in or
80 167 82 163 158 650
check out is not too long 2.77
(12.31) (25.69) (12.62) (25.08) (24.31) (100.00)
in my hotel
Room service was 95 150 93 170 142 650
2.82
prompt in this hotel (14.62) (23.08) (14.31) (26.15) (21.85) (100.00)
The reservation system
87 176 73 177 137 650
of this hotel is easy to 2.84
(13.38) (27.08) (11.23) (27.23) (21.08) (100.00)
use
My hotel has clean and 90 173 97 141 149 650
2.87
comfortable rooms (13.85) (26.62) (14.92) (21.69) (22.92) (100.00)
Room facilities, and
other mechanical 116 199 54 134 147 650
3.00
equipment are worked (17.85) (30.62) (8.31) (20.62) (22.62) (100.00)
properly in my hotel
There is a good quality
90 185 55 152 168 650
of product in the rooms 2.81
(13.85) (28.46) (8.46) (23.38) (25.85) (100.00)
of my hotel
Rooms of spaciousness 93 177 53 166 161 650
2.81
in this hotel (14.31) (27.23) (8.15) (25.54) (24.77) (100.00)
Bathrooms and toilets 111 185 46 143 165 650
2.90
are hygiene in this hotel (17.08) (28.46) (7.08) (22.00) (25.38) (100.00)
Choice of room is upto
112 190 42 156 150 650
the discretion of guest in 2.94
(17.23) (29.23) (6.46) (24.00) (23.08) (100.00)
my hotel
The design and look of
102 150 67 160 171 650
room is so pleasant in 2.77
(15.69) (23.08) (10.31) (24.62) (26.31) (100.00)
this hotel
Thee are added-value
93 159 68 197 133 650
facilities in the rooms of 2.82
(14.31) (24.46) (10.46) (30.31) (20.46) (100.00)
my hotel
In my hotel, value for
120 163 88 134 145 650
money for room service 2.97
(18.46) (25.08) (13.54) (20.62) (22.31) (100.00)
is matched
Wide range of beverages 99 174 53 174 150 650
2.84
is available in my hotel (15.23) (26.77) (8.15) (26.77) (23.08) (100.00)
98 172 67 159 154 650
Total 2.85
(15.08) (26.46) (10.31) (24.46) (23.69) (100.00)
Source: Computed from Primary Data
 208

Table 4.43 shows the respondents’ level of acceptance towards room

and room service dimension of service quality in the select star hotels. Out

of 650 respondents, 26.46 per cent of the respondents reveal that they agree

with the room and room service dimension of service quality, followed

by disagree (24.46 per cent

cent), and strongly disagree (23.69 per cent).
cent 15.08

per cent and 10.31 per cent of the respondents strongly agree and neither

agree nor disagree in that order.

The mean acceptance score reveals that the respondents have higher

acceptance level towards rroom facilities, and proper working of mechanical

equipment (3.00), followed by matching of value for money for room service

(2.97). Conversely, the customers have lower acceptance score (2.88) towards

verifying the reservation requests by the front desk employees.

employees

Figure 4.14

Respondents’ Level of Acceptance towards Room and Room Service

30
25
Acceptance (%)

20
26.46 24.46 23.69
15
15.08
10 10.31
5
0
Strongly Agree Neither Disagree Strongly
Agree Agree nor Disagree
Disagree

Level of Acceptance
 209

4.9.7. In-house Cafe/Restaurant

Restaurants occupied an important role in the business, social,

intellectual and artistic life of a thriving society. A healthy, flourishing

restaurant industry is not only vital to the fabric of society through obvious

stakeholders, but to an entire network of groups who may not have

historically thought of themselves as stakeholders. Providing high quality

restaurant services and maintaining customers’ satisfaction are crucial for

business success. Therefore, understanding the customers and having in

mind the importance of service attributes are essential for gaining

competitive advantage in the hotel industry. In this context, an attempt was

made to know the acceptance level of the customers towards in-house

cafe/restaurant dimension of service quality in the select star hotels in

Coimbatore.
 210

Table 4.44

Respondents’ Level of Acceptance towards In-house Cafe/Restaurant

Level of Acceptance

Mean

Agree nor
Disagree

Disagree

Disagree
Strongly

Strongly
Statements Total

Neither
Agree

Agree
Score

The restaurant’s 112 153 89 140 156 650

atmosphere of my 2.88
hotel is inviting (17.23) (23.54) (13.69) (21.54) (24.00) (100.00)

The hotel offers a 93 164 65 170 158 650

variety of items on 2.79
the menu (14.31) (25.23) (10.00) (26.15) (24.31) (100.00)

My hotel maintains 83 135 98 189 145 650

2.73
quality of restaurant (12.77) (20.77) (15.08) (29.08) (22.31) (100.00)

The restaurant of my 105 145 81 194 125 650

hotel undertakes 2.86
timely service (16.15) (22.31) (12.46) (29.85) (19.23) (100.00)

The appearance of 96 169 72 195 118 650

the restaurant staff is 2.89
neat and clean (14.77) (26.00) (11.08) (30.00) (18.15) (100.00)

In this hotel, value 116 143 88 165 138 650

for money of the 2.90
restaurant is nominal (17.85) (22.00) (13.54) (25.38) (21.23) (100.00)

The restaurant staff 109 165 75 142 159 650

have adequate 2.88
product knowledge (16.77) (25.38) (11.54) (21.85) (24.46) (100.00)

Ambience of the 103 150 80 132 185 650

restaurant in my 2.78
hotel is so pleasant (15.85) (23.08) (12.31) (20.31) (28.46) (100.00)

The restaurant of this 90 157 73 165 165 650

hotel offers tasty 2.76
foods (13.85) (24.15) (11.23) (25.38) (25.38) (100.00)

101 154 80 165 150 650

Total 2.83
(15.54) (23.69) (12.31) (25.38) (23.08) (100.00)

Source: Computed from Primary Data

 211

In regards to the in-house cafe/restaurant dimension of service quality

in the select star hotels,

hotels best part of the respondents (25.38 per cent)

disagree, followed by agree (23.69 per cent)) and strongly disagree (23.08 per

cent). 15.54 per cent and 12.31 per cent of the respondents strongly agree

and neither agree nor disagree in that order.

order. The mean accepta
acceptance score

reveals that the respondents have higher acceptance level towards nominal

value of money in the restaurant (2.90), followed by neat and clean

appearance of the restaurant staff (2.89). In case of maintenance of quality of

restaurant,, the customers

customers have lower level of acceptance score (2.73).
(2.73)

Figure 4.15

Respondents’ Level of Acceptance towards In-house

house Cafe/Restaurant

30

25

20
Acceptance (%)

15 23.69 25.38
23.08

10 15.54
12.31

0
Strongly Agree Neither Agree Disagree Strongly
Agree nor Disagree Disagree

Level of Acceptance
 212

4.10. Customers’ Level of Acceptance towards Loyalty

Nowadays, the hotel industry has been recognized as a global

industry, with producers and consumers spread around the world. One of the

most challenges facing hotels today is the ever-growing volume and pace of

competition. Competition has major implications for the customer, providing

increased choice, greater value for money, and augmented level of service. It

is quality of service rather than price that has become the key to a hotel’s

ability to make a distinction itself from its competitors and to gain customer

loyalty. The advantages of customer loyalty include: a continuous stream of

profit, reduction of marketing cost, growth of per-customer revenue,

decrease in operating cost, increase in referral, increase in price premium,

and switching barriers among loyal customers who do not easily surrender to

the competitors’ promotion efforts. Hence, considering these benefits,

customer loyalty is a necessary one for the survival of hotels. In this context,

an attempt was made to analyze the acceptance level of the respondents

towards their loyalty with the select star hotels.

Table 4.45

Gender and Acceptance towards Loyalty with the Hotels

No. of Standard
Gender Mean Score Co-variation
Respondents Deviation

Male 554 33.78 4.40 13.03

Female 96 33.45 4.75 14.20

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data
 213

Comparison of Acceptance between Male and Female Respondents

Table Value
t Value D.F Result
at 5 per cent

0.670 648 1.964 Not significant

The calculated t value (0.670) is less than the table value (1.964) at

5 per cent level of significance. The test is insignificant. Thus, no significant

difference is found between the acceptance level of male and female

respondents towards loyalty with their hotels. Hence, the null hypothesis

(Ho4) is acknowledged. The mean acceptance score of the male respondents

(33.78) is high, followed by female respondents (33.45). It reveals that male

respondents have higher acceptance level towards loyalty with their hotels.

Moreover, the variation in the acceptance level (13.03 per cent) is low

among the male respondents. This means that there exists stability in the

acceptance level of male respondents towards loyalty with their hotels.

 214

Table 4.46

Age and Acceptance towards Loyalty with the Hotels

No. of Standard
Age (years) Mean Score Co-variation
Respondents Deviation

Upto 30 82 33.65 4.27 12.69

31-40 193 33.84 4.41 13.03

41-50 261 34.05 4.43 13.01

Above 50 114 32.88 4.66 14.17

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data

Relationship between Age and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent

Between
3 111.851 37.284
groups
Not
1.887 2.619
significant
Within
646 12766.494 19.762
groups

Total 649 12878.345

The calculated F value is (1.887) not as much of the table value

(2.619) at 5 per cent significance level. Therefore, no significant relationship

is found among the acceptance levels of the respondents belonging to

different age groups towards loyalty with their hotels. For this reason, the

null hypothesis (Ho4) is acknowledged. The mean acceptance score of the

respondents in the age group 41-50 years (34.05) is high, followed by the
 215

age group 31-40 years (33.84). Thus, the respondents of 41-50 years have

higher acceptance level towards loyalty with their hotels. Besides, the

variation in the acceptance level (14.17 per cent) is high among the

respondents of above 50 years, and it is low (12.96 per cent) among the

respondents in the age group upto 30 years. Consequently, there is stability

in the acceptance levels of the respondents in the age group upto 30 years

towards loyalty with their hotels.

Table 4.47

Education and Acceptance towards Loyalty with the Hotels

No. of Mean Standard

Educational Status Co-variation
Respondents Score Deviation

Upto H.Sc 35 33.14 4.48 13.52

Diploma/ITI 102 33.42 4.35 13.02

Degree 340 33.76 4.32 12.80

PG and above 173 33.98 4.78 14.07

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data

Relationship between Education and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent
Between
3 32.541 10.847
groups Not
0.545 2.619
Within significant
646 12845.804 19.885
groups
Total 649 12878.345
 216

The calculated F value (0.545) is less than the table value (2.619) at

5 per cent level of significance. It means that there is an insignificant

relationship among the acceptance levels of the respondents having different

educational qualifications towards loyalty with their hotels. Thus, the null

hypothesis (Ho4) is acknowledged. The mean acceptance score shows that

the respondents with postgraduation and above qualifications have higher

acceptance level (33.98), followed by the respondents having degree

qualification (33.76) towards loyalty with their hotels. The variation in the

acceptance level (14.07 per cent) is high among the respondents having

postgraduation and above qualifications, and it is low (12.08 per cent)

among the respondents having degree qualification. It denotes that there is

consistency among the acceptance levels of the respondents who have

degree qualification towards loyalty with their hotels.

Table 4.48

Occupation and Acceptance towards Loyalty with the Hotels

No. of Mean Standard Co-

Occupation
Respondents Score Deviation variation

Business 399 33.62 4.42 13.15

Employed 109 33.74 4.42 13.10

Profession 94 34.22 4.39 12.83

Student and others 48 33.65 5.02 14.92

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data
 217

Relationship between Occupation and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent

Between
3 28.154 9.385
groups
Not
0.472 2.619
significant
Within
646 12850.190 19.892
groups

Total 649 12878.345

The calculated F value is (0.472) less than the table value (2.619) at

5 per cent significance level. Thus, no significant relationship is found

among the acceptance levels of the respondents belonging to different

occupations towards loyalty with their hotels. Then, the null hypothesis

(Ho4) is accepted. The mean acceptance score of the professionals (34.22) is

high, followed by the employed customers (33.74). It reveals that the

professionals have higher acceptance towards loyalty with their hotels. The

variation in the acceptance level (14.92 per cent) is high among the students

and others and it is low (12.83 per cent) among the professionals towards

loyalty with their hotels. Thus, there exists stability in the acceptance level

of the professionals towards loyalty with their hotels.

 218

Table 4.49

Monthly Income and Acceptance towards Loyalty with the Hotels

Monthly Income No. of Mean Standard

Co-variation
(`) Respondents Score Deviation

Upto 50000 71 33.83 4.36 12.89

50001-75000 85 34.52 4.37 12.66

75001-100000 274 33.71 4.59 13.62

Above 100000 220 33.41 4.33 12.96

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data

Relationship between Monthly Income and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at Result
Variation Squares Squares Value
5 per cent

Between
3 75.568 25.189
groups
Not
1.271 2.619
significant
Within
646 12802.777 19.819
groups

Total 649 12878.345

The calculated F value is (1.271) less than the table value (2.619) at

5 per cent level of significance. It is inferred that no significant relationship is

found among the acceptance levels of the respondents belonging to different

monthly income groups towards loyalty with their hotels. Therefore, the null

hypothesis (Ho4) is acknowledged. The mean acceptance score of the

respondents having monthly income of `50001-75000 (34.52) is high,

 219

followed by the respondents whose monthly income is upto `50000. It reveals

that the respondents having a monthly income of `50001-75000 have higher

acceptance level towards loyalty with their hotels. Furthermore, the variation

in the acceptance level (13.62 per cent) is high among the respondents having

a monthly income of Rs 75001-100000 and it is low (12.66 per cent) among

the respondents having a monthly income of `50001-75000. Thus, there

exists consistency in the acceptance level of the respondents having a monthly

income of `50001-75000 towards loyalty with their hotels.

Table 4.50

Type of Hotel and Acceptance towards Loyalty with the Hotels

Type of No. of Standard

Mean Score Co-variation
Hotel Respondents Deviation

3 star hotels 500 33.66 4.50 13.37

4 star hotels 100 33.93 4.40 12.97

5 star hotel 50 34.06 4.12 12.10

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data

Relationship between Type of Hotel and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 5 Result
Variation Squares Squares Value
per cent
Between
2 12.183 6.091
groups Not
0.306 3.010
Within significant
647 12866.162 19.886
groups
Total 649 12878.345
 220

The calculated F value is (0.306) not as much of the table value (3.010)

at 5 per cent level of significance. It is inferred that no significant relationship

is found among the acceptance levels of the respondents belonging to various

types of star hotels towards loyalty with their hotels. Therefore, the null

hypothesis (Ho4) is accepted. The mean acceptance score of the customers of

the 5 star hotel (34.06) is high, followed by the respondents of the 4 star

hotels. It reveals that the customers of the 5 star hotel have higher acceptance

level towards loyalty with their hotel. Moreover, the variation in the

acceptance level (13.37 per cent) is high among the customers of the 3 star

hotels and it is low (12.10 per cent) among the customers of the 5 star hotel.

Thus, there exists stability in the acceptance level of the customers of the

5 star hotel towards loyalty with their hotel.

 221

Table 4.51

Hotel Belonging to and Acceptance towards Loyalty

No. of Mean Standard Co-

Hotel
Respondents Score Deviation variation

Le Méridien 50 35.52 4.27 12.02

Residency Towers 50 34.44 4.24 12.31

Mount Hotel 50 34.70 4.90 14.12

Grand Plazza 50 34.36 4.95 14.41

Metro Park Inn 50 34.54 4.62 13.38

Clarion Hotel 50 34.22 4.14 12.10

Hotel Alankar Grande 50 31.46 4.01 12.75

Hotel Vishnu Priya 50 29.74 3.67 12.34

Rathna Residency 50 31.72 3.42 10.78

CAG Pride 50 33.52 3.75 11.19

Heritage Inn 50 34.58 4.21 12.17

The Arcadia 50 34.60 4.22 12.20

Hotel City Tower 50 35.08 3.68 10.49

Total 650 33.73 4.45 13.19

Source: Computed from Primary Data

 222

Relationship between Hotels and Acceptance

Table
Source of Sum of Mean Calculated
D.F Value at 1 Result
Variation Squares Squares Value
per cent

Between
12 1720.065 143.339
groups
8.183 2.212 Significant
Within
637 11158.280 17.517
groups

Total 649 12878.345

The calculated F value is (8.183) greater than the table value (2.212)

at 1 per cent level of significance. Hence, a significant relationship is found

among the acceptance levels of the respondents belonging to different star

hotels towards loyalty. Therefore, the null hypothesis (Ho4) is rejected. The

mean acceptance score of the customers of Le Méridien (35.52) is high,

followed by the customers of Hotel City Tower (35.08). Thus, the customers

of the Le Méridien have higher acceptance level towards loyalty. Besides,

the variation in the acceptance level (14.41 per cent) is high among the

customers of Grand Plazza and it is low (10.49 per cent) among the

customers of Hotel City Tower. Thus, there exists stability in the acceptance

level of the customers of Hotel City Tower towards loyalty.

4.11. Effect of Personal Variables on the Loyalty

The personal variables of customers such as gender, age, education,

monthly income and type of hotel might affect their loyalty towards the

hotels. Hence, the researcher has made an attempt to examine the effect of

these variables on the respondents’ acceptance towards loyalty with the

hotels in Coimbatore.
 223

Table 4.52

Effect of Personal Variables on Respondents’ Acceptance towards

Loyalty with the Hotels

Personal Variables B Std. Error t Result

(Constant) 34.251 1.202 - -
Gender -0.343 0.493 -0.695 Ns
Age -0.203 0.192 -1.059 Ns
Educational status 0.282 0.219 1.287 Ns
Monthly income -0.236 0.184 -1.282 Ns
Type of hotel 0.201 0.289 0.696 Ns
Source: Computed from Primary Data
Ns: Not significant

Multiple Correlation Coefficients between Personal Variables and

Loyalty with the Hotels

R R Square F Result

0.092 0.008 1.103 Not significant

It is inferred from the above analysis that there has been a low

correlation (0.092) between customer loyalty and selected personal variables

in the select star hotels. The R square indicates that 0.80 per cent of variation

in the customer loyalty is explained by all personal variables taken

collectively. The F value indicates that the multiple correlation coefficients

are insignificant. Gender, age, educational status, monthly income and type

of hotel have no significant effect on customer loyalty in the select star

hotels.
 224

Table 4.53

Respondents’ Level of Acceptance towards Loyalty with the Hotels

Level of Acceptance

Agree Nor
Disagree

Disagree

Disagree
Strongly

Strongly
Neither
Statements Total Mean

Agree

Agree
I consider myself to be a 78 143 125 256 48 650
2.92
loyal guest of this hotel (12.00) (22.00) (19.23) (39.38) (7.38) (100.00)
In the near future, I intend to 64 188 124 232 42 650
3.00
use this hotel more often (9.85) (28.92) (19.08) (35.69) (6.46) (100.00)
As long as I travel to this 97 130 110 250 63 650
area, I do not foresee myself 2.92
switching to a different hotel (14.92) (20.00) (16.92) (38.46) (9.69) (100.00)

Even though the hotel is to

raise the tariff of my stay, I 36 209 152 195 58 650
2.95
would still continue to be a (5.54) (32.15) (23.38) (30.00) (8.92) (100.00)
guest of this hotel
If a competing hotel is to
offer a better rate or 127 175 140 178 30 650
3.29
discount on their services, I (19.54) (26.92) (21.54) (27.38) (4.61) (100.00)
won’t switch
I consider this hotel as my 106 190 136 194 24 650
3.25
first choice in the future (16.31) (29.23) (20.92) (29.85) (3.69) (100.00)
I say positive things on my 117 222 127 135 49 650
pleasure staying experience 3.34
about this hotel to others (18.00) (34.15) (19.54) (20.77) (7.54) (100.00)

I always recommend my 72 184 166 171 57 650

friends and anyone to stay in 3.07
this hotel (11.08) (28.31) (25.54) (26.31) (8.77) (100.00)

I would like repurchase 92 139 93 265 61 650

many services from this 2.90
hotel (14.15) (21.38) (14.31) (40.77) (9.38) (100.00)

I consider the performance 39 197 122 232 60 650

2.88
in this hotel strong (6.00) (30.31) (18.77) (35.69) (9.23) (100.00)
I will do more business with 121 153 155 180 41 650
my hotel in the forthcoming 3.20
days (18.62) (23.54) (23.85) (27.69) (6.31) (100.00)

86 175 132 208 49 650

Total 3.06
(13.23) (26.92) (20.31) (32.00) (7.54) (100.00)

Source: Computed from Primary Data

 225

Out of 650 respondents, 32 per cent of the respondents disagree about

their loyalty with the select star hotels

hotels, followed by agree (26.92 per cent),

and neither agree nor disagree (20.31 per cent). 13.23 per cent and 7.54

per cent of the respondents strongly agree and strongly disagree in that

order.. The mean acceptance score re

reveals
veals that the respondents have higher

acceptance level towards saying the positive things on their pleasure staying

experience at this hotel to others (3.34), followed by won’t switch, if

i a

competing hotel is to offer a better rate or discount on their services

services (3.29).

In case of ‘consider
consider the performance in this hotel strong’,
strong the respondents

have lower acceptance score (2.88).

Figure 4.16

Respondents’ Level of Acceptance towards Loyalty with the Hotels

35

30

25
Acceptance (%)

20 32
26.92
15
20.31
10 13.23
7.54
5

0
Strongly Agree Agree Neither Agree Disagree Strongly
nor Disagree Disagree

Level of Acceptance
 226

Table 4.54

Respondents’ Problems with Services of the Select Star Hotels

No. of
Problems Percentage
Respondents
Inadequate freedom to employees 148 22.77
Poor response 173 26.62
Absence of update information 214 32.92
Absence of customer intimate strategy 222 34.15
Poor state of serving skills 228 35.08
Absence of compliant monitoring cell 231 35.54
Inadequate range of services 243 37.38
Poor state of reliability 247 38.00
Absence of customer contact programmes 252 38.77
Incompetent employees 259 39.85
Over promising 262 40.31
Lack of staff involvement 268 41.23
Poor understanding the guests 273 42.00
Delay in service 282 43.38
Delay in check in and check out 302 46.46
Source: Computed from Primary Data

The table shows that 22.77 per cent to 35.54 per cent of the

respondents’ problems with the services of the select star hotels are poor

response, absence of update information, absence of customer intimate

strategy, poor state of serving skills, and absence of compliant monitoring

cell. Inadequate range of services, poor state of reliability, absence of

customer contact programmes, incompetent employees and over promising

 227

are the problems of the customers ranging from 37.38 per cent to 40.39 per cent

pertaining to services of the select star hotels in Coimbatore. Lack of staff

involvement, poor understanding the guests, delay in service and delay in

check in and checkout are also the problems of the customers ranging from

41.23 per cent to 46.46 per cent towards services of the select star hotels.

Table 4.55

Respondents’ Suggestions to Improve the Service Performance of the

Select Star Hotels

No. of
Suggestions Percentage
Respondents
Freedom to employees 143 22.00
Prompt response 168 25.85
Providing update information 212 32.62
Customer intimate strategy 219 33.69
Improving serving skills 221 34.00
Customer compliant monitoring cell 229 35.23
Adequate range of services 241 37.08
Improving reliability 245 37.69
Customer contact programmes 249 38.31
Training to employees 251 38.62
Achievable promising 261 40.15
Staff involvement 265 40.77
Understanding the customers 271 41.69
Prompt service 279 42.92
Speedy check in and check out 299 46.00
Source: Computed from Primary Data
 228

The above table reveals that respondents ranging from 22 per cent to

35.23 per cent suggest that freedom to employees, prompt response,

providing update information, customer intimate strategy, improving serving

skills and customer compliant monitoring cell will get better service

performance in the select star hotels. Ranging from 37.08 per cent to

46 per cent of the respondents suggest that adequate range of services,

improving reliability, customer contact programmes, training to employees,

achievable promising, staff involvement, understanding the customers,

prompt service and speedy check in and check out will enhance the service

performance of the select star hotels in Coimbatore city.

In this chapter, an attempt has been made to look at the perception of

customers towards service performance of the select star hotels in

Coimbatore. 650 customers from 13 star hotels were selected and studied.

The results reveal that greater part of the respondents (34 per cent) are

dissatisfied with the services, followed by neither satisfied nor dissatisfied

(32.92 per cent) and highly dissatisfied (12.92 per cent). 9.85 per cent and

10.31 per cent of the respondents are highly satisfied and dissatisfied

respectively with the services of the select star hotels. Further, there exists a

significant gap between the expected and perceived levels of assurance,

empathy, reliability, responsiveness, tangibility, rooms and room service,

and in-house cafe/restaurant dimensions of service quality in the select star

hotels. Poor response, absence of update information, absence of customer

 229

intimate strategy, poor state of serving skills, absence of compliant

monitoring cell, inadequate range of services, poor state of reliability,

absence of customer contact programmes, incompetent employees, over

promising, lack of staff involvement, poor understanding the guests, delay in

service and delay in check in and check out are the problems of the

customers pertaining to the services of the select star hotels. The respondents

suggest appropriate measures to enhance the standard of service

performance of the select star hotels in Coimbatore city.