ANALYSIS OF CUSTOMER SATISFACTION IN HOTEL SERVICE QUALITY USING ANALYTIC HIERARCHY PROCESS (AHP)

Abstract

The hotel industry is a new developing growing service with huge potential in India for next decade. So far, it has already been an industry of highly ripe development, and the orientation is served in hotel Industry. However, with the increase of the competition, hotel industry must offer good quality services to its customers It is commonly accepted that service industry is viewed as a gauge for market modernization. Many researches on service industry focus on the measurement of service quality. For hotel industry, one of general services industry, systematically theoretical research about the hotel service quality management is meaningful. This paper proposes a method to evaluate the hotel service quality in India. First, a questionnaire is designed after HSQ-CS Model. Moreover, AHP is employed to decide the weight of every variable in the questionnaire. With the survey data, a series of practical methods are utilized in the data analysis to measure the service quality based on customer satisfaction (CS).With the computation of Customer Satisfaction Degree (CSD), hotel service quality is measured. Therefore, this paper dedicates on evaluating the hotel service quality based on a survey of customer satisfaction. The case study of Taj Lake Palace hotel had taken which is located in Udaipur, India.