NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS

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GLOBALS

YOUR GROUP NAME:

INSTRUCTOR

A B C D Are ideas presented connected with the aim of the presentation?

Are the ideas presented clearly supported with evidence and logical argument?

Is it easy to follow & to understand? (Are the slides clear and easy to follow e.g. use of new pictures, words, graphs)

Overall impression (is it a group presentation etc.?)

40% 30% 20% 10%

5% 5% 5% 5%

Comments (space will expand as you type) Do not forget to introduce the group Cyleen - don't forget to get your whole face on the screen - you are cut off at the eye level! Shared beliefs yes - or "culture" Studies have shown -- list examples of these studies to help us Why is Parasuraman et al. here? You have motivated the culture part at the beginning well - You might now want to focus down to Chinese + customers + satisfaction + hospitality / hotels / I'm seeing RATER again! You need to work on integrating the ideas - how does, for example face and harmony become connected to your topic? Not sure - online survey Issue - We need to narrow the area theoretically - service quality in hospitality (much focus here on Western ideas of service quality) You are missing some of the literature on your main focus. You have an interesting idea but lack literature or the associating arguments to develop the direction.

NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS

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See if you can find one / two papers that are close to your topic. You need to tighten down your research question - think your title. You work too is not feeling very coherent - it feels like many parts / voices! 81%

Grade (%) 20%

National Cheng Kung University

Institute of International Management

Qualitative Research Methods

Understanding How Chinese Customers Perceive

Service Quality in the Hotels Industry

Students: Judy Kuo

RA7081046

Nikita Desai

RA6097036

Yassmin Qarashay

RA6087120

Cyleen Morgan

RA6087366

Professor: James Stanworth

April, 2020

I

ABSTRACT

Keywords: Service quality, Chinese customers, Hotel, Tourism

II

TABLE OF CONTENTS

ABSTRACT ................................................................................................................... I

TABLE OF CONTENTS .............................................................................................. II

LIST OF TABLES ...................................................................................................... III

CHAPTER ONE INTRODUCTION ............................................................................ 1

1.1 Research Background. ..................................................................................... 1

1.1.1 Research Objective. ............................................................................... 2

CHAPTER TWO LITERATURE REVIEW................................................................. 3

2.1 Service Quality. ............................................................................................... 3

2.1.1 Service Quality in Hotel Industry. ......................................................... 4

2.2 Chinese Customers’ Perception. ...................................................................... 4

2.3 Confucianism Effect on Services Quality. ....................................................... 5

CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ........................ 8

3.1 Method. ............................................................................................................ 8

3.2 Procedure. ........................................................................................................ 8

3.2.1 Developing a Survey. ............................................................................ 9

3.2.2 Distribution of the Survey. .................................................................... 9

3.2.3 Analyze the Data. .................................................................................. 9

3.3 Interview Questions. The demographic characteristics of the respondents

were taken before. ......................................................................................... 10

REFERENCES ............................................................................................................ 11

III

LIST OF TABLES

Table 2.1 Some Examples of Face and Harmony Concepts in Hotels Industry ........... 6

1

CHAPTER ONE

INTRODUCTION

1.1 Research Background.

There is an inextricable bond between service quality perception and culture that

has significantly influenced the standards and performance of services. Herein, culture

is defined as a set of values, conventions, or social practices associated with a

particular racial or social group (Merriam-Webster's collegiate dictionary, 1999).

Understanding how culture influences consumers’ perception of service quality is

essential if businesses seek to close the gap between customer expectations and

favorably enhance their market shares and positioning. Thus, this proposal seeks to

identify the unidimensional factors of service quality perceptions within the Chinese

tourism industry.

Notable researchers have identified five dimensions of service quality that apply

across a variety of service contexts (Zeithaml, Bitner, Gremler, 2018) to include:

reliability, responsiveness, assurance, empathy and tangibles. However, it can be

argued that much of these dimensions are more representative of the Western culture

(Reisinger, 2009).

Studies have shown that there is a distinct difference in the service quality criteria

between Western and Chinese consumers. Among the aforementioned dimensions, it

was observed that Chinese customers typically valued empathy, tangibility and

reliability. Additionally, “face” and “harmony” were also substantial factors in Chinese

2

consumer satisfaction (2015). The extent to which these factors influence Chinese’

consumers’ perception of service quality will be discussed in the subsequent chapters.

1.1.1 Research Objective.

To describe the dimensions of service quality in the Chinese tourism industry.

3

CHAPTER TWO

LITERATURE REVIEW

2.1 Service Quality.

Service quality is an elusive and subjective construct, varying from person

to person and from time to time, difficult to measure compared to goods quality. From

the study by Parasuraman Zeithaml and Berry (1985), it categorizes three

characteristics to describe service: intangibility, heterogeneity and inseparability. First,

service is intangible because the nature of service is a performance rather than an

object, which could not be seen or tasted. Second, for heterogeneity, service varies

with each individual or circumstance, and may not be homogeneously consistent;

moreover, service delivery also differs depending on how customer perceives.

Third, inseparability of service makes it difficult to separate service from its

provider, and service is generated and consumed at the same time, which makes it

inseparable. Service quality has many versions of definition. “Service quality is a

measure of how well the service level delivered matches customer expectations”

(Lewis & Booms, 1983). “Quality evaluations are not made solely on the outcome of a

service; they also involve evaluations of the process of service delivery” (Parasuraman

et al. 1985).

In 1988, Parasuraman, Zeithaml and Berry organized five dimensions

covering customer’s perception of service quality: Reliability, Assurance, Tangibles,

Empathy and Responsiveness (Parasuraman, Zeithaml and Berry 1988).

4

Tangibles: Appearance of physical facilities, equipment, personnel, and

communication materials.

Reliability: Ability to perform the promised service dependably and accurately.

Responsiveness: Willingness to help customers and provide prompt service.

Assurance: Knowledge and courtesy of and their ability to convey trust and

confidence.

Empathy: Caring, individualized attention the firm provides its customers.

Parasuraman et al. developed the model SERVQUAL to measure service

quality based on the above dimensions. After, this model has been generally accepted

and many service quality studies are revised based on SERVQAL instrument, and now

SERVQUAL is still regarded as a leading measure of service quality.

2.1.1 Service Quality in Hotel Industry.

SERVQUAL has been a mainstream in measuring service quality in hotel

industry. However, it needs to be adapted for specific segment and for cultural content

within which it is used. A study conducting in Turkey and segmenting in business

hotel finds out dimensions different from the original fives, which identifies as

“tangibles”, “adequacy in service supply”, “understanding and caring”, “assurance and

convenience” (Akbaba, 2006). Another study looking into Chinese customer’s

satisfaction in Danang hotels indicates “face” and “harmony” have an impact on their

satisfaction other than the original five dimensions (Phuong, 2015).

2.2 Chinese Customers’ Perception.

In the worldwide hotel industry, studies found that service quality have mainly

focused on the SERVQUAL model, beside other models. The research results indicate

that, for Chinese customer, there are three dimensions in SERVQUAL scale have

5

impact on their satisfaction (tangible, reliability and empathy) and two factors have no

impact on satisfaction (responsibility and assurance).

Research also indicates that culture values such as "face" and "harmony" have an

impact on Chinese customers’ satisfaction. Bianchi and Constanza argue that service

managers should be aware of the importance of adapting services to the new culture,

while maintaining the core service quality standard.

The concept of Face is a reflection of the social psychological processes in Chinese

society that emphasizes the importance placed on social status and expectations (Kwek

and Lee, 2010). The second important cultural concept is “Harmony”. Harmony is

defined as a person's inner balance as well as the balance between individuals and the

natural and social surroundings (Hoare and Butcher, 2008). To Chinese, establishing a

harmonious relationship is the end of human communication in which conflict is treated

as a detractor from harmony rather than only a problem of communication (Chen,

2000).

2.3 Confucianism Effect on Services Quality.

Tourism provider must be able to accommodate culturally based needs in order to

tap into the increasingly lucrative market of international travelers (Heo et al., 2003).

Chinese people are considered as global travelers, they continue to retain their

culture and traditions wherever they go. They have been deeply influenced by

Confucianism, over thousands of years, Confucianism is still very much alive in today’s

Chinese societies.

Face is a cultural concept; it was originally from Confucian society. Face refers to

a sense of favorable social self-worth that a person wants others to have of him or her in

a relational and network context (Goffman, 1967). Many researches indicate that “face”

6

impact on customer satisfaction. Gilbert and Tsao (2000) found that if a hotel

consistently provides opportunities for guest to gain “face”, then Chinese guests repay

the hotel by introducing new other clients from their social network.

Chen and Starosta (1997) have argued that harmony is the central value in Chinese

society. Harmony is defined as person's inner balance as well as the balance between

individual and the natural and social surrounding (Hoare and Butcher, 2008). Moreover,

the notion of harmony is intricately related with such themes as respect for authority,

relationship building or Guanxi and conformity. This study also found that Chinese

have tendency to avoid conflicts and seek harmony even if it means that they have to

endure and sacrifice for the sake of the whole group. For example, in the context of

dinning in a hotel, when a waiter make mistake, instead of directly scolding the

employee in front of many other customers, the customer may quietly spoke with the

manager after the dinner. This resolution brings satisfaction to both parties.

Table 2.1

Some Examples of Face and Harmony Concepts in Hotels Industry

Dimension Items Related Literature

Face Hotel staff must save guests’

“face” under any

circumstances.

Hotel staff treat guest with

respect.

I view the personalized

service delivery as "giving

face".

The hotel staff should treat all

guest with sensitivity.

Lockyer and Tsai (2004)

Brunner and Wang (1988); Dong and Lee (2007); Hoare and Butcher (2008);

Harmony I generally seldom make

complaints about

dissatisfactory meals or

services because I accept

what I am given.

It is importance to preserve

the dignity of the hotel staff

Lockyer and Tsai (2004);

Hoare and Butcher (2008);

7

Dimension Items Related Literature

to keep a “harmonious”

atmosphere.

I generally do not have high

expectations of services.

8

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Method.

To obtain traveler’s perception of their hotel experience, we drew an online survey.

This method was chosen because the questionnaire takes the least time and incurs the

least cost. It is one of the most straightforward ways to collect data from a large

number of respondents. Online Survey is the best convenient way for data collection.

Online surveys can effectively measure customer satisfaction, get feedback on

services and reveal key influences.

Online surveys are easy and quick to construct.

Surveys can be shared quickly and anywhere.

It helps in analyzing the data in very little time.

You can also have a backup of the data.

3.2 Procedure.

Before conducting the survey, we had our objectives clear. We planned to analyze

our data based on the key findings of the study. Those are the service qualities

represented by the three dimensions relating to tangible, reliability and empathy. (Mei,

Dean and White, 1999) The methods used for SERVQUAL evaluation are statistical

analysis, multi-criteria decision making and fuzzy set theory. (Najafi et., 2015)

9

3.2.1 Developing a Survey.

The first part of the questionnaires referred to the demographic

characteristics of the respondents like country, gender, age, occupation, marital

status, education. The further part was followed by some SERVQUAL quality

criteria. (Jasinskas et., 2016)

1. Tangible: the attractiveness of the environment, staff clothing.

2. Communication: understand the problem, express concern, explain

and give possible options for a solution to the problem, language of

personnel is polite.

3. Understanding: requests of customers are considered.

4. Safety: data of hotel customers are protected; the hotel guarantees that

services will be administered properly.

5. Confidence: appropriate hotel image, the hotel ensures appropriate

and qualitative services.

3.2.2 Distribution of the Survey.

Once the survey was prepared and tested, we aimed to send it among the

culturally native Chinese individuals, who have experienced the service in the

hotel industry. The contact method for sending the survey chosen was Social

sites, Mails, SMS. It is also important to increase the response rate, as our final

sample size depends on how many participants completed the survey.

3.2.3 Analyze the Data.

After the survey is conducted, the results are then visualized in the form

of graphs and charts. The survey will provide us with reliable answers to the

questions about the impact of the services. The information based on the

10

questionnaire demonstrates that the issues of customer satisfaction and loyalty

are relevant and can analyze.

3.3 Interview Questions. The demographic characteristics of the respondents were

taken before.

How did you find the behavior of the staff, was it helpful?

Did the staff respond quickly to your problems?

Was the security up-to your expectations?

Did you face any problems while booking?

Were the services the same as promised while booking

What do you prefer the most luxurious or peace?

What are your expectations when you go to a hotel?

11

REFERENCES

Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a

business hotel in Turkey. International Journal of Hospitality Management,

25(2), 170–192.

Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service

experience, emotions, satisfaction, and price acceptance: an empirical analysis in

the Chinese hospitality industry. Journal of Hospitality Marketing &

Management, 25(4), 449-475.

Celine Nadji, Yin Ping & Emmanuel Sebata (2018) Chinese tourists’ perceptions of

service quality in West African hotels: A Case study of Senegal, Journal of

China Tourism Research, 14(1), 61-70.

Gong, T., Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty,

and happiness in five asian countries. Journal of Psychology and Marketing,

35(6), 427-442.

Kirillova, K., & Chan, J. (2018). “What is beautiful we book”: Hotel visual appeal and

expected service quality. International Journal of Contemporary Hospitality

Management, 30(3), 1788-1807.

Lei Song, Srinivasan Swaminathan & Rolph E. Anderson (2015) Differences in

customers’ online service satisfaction across cultures: The role of thinking style,

Journal of Marketing Channels, 22(1), 52-61.

Lewis, R. C., & Booms, B. H. (1983). The marketing aspects of service quality.

Emerging Perspectives on Services Marketing, 65(4), 99-107.

Su, L., Swanson, S. R., & Chen, X. (2016). The effects of perceived service quality on

repurchase intentions and subjective well-being of Chinese tourists: The

mediating role of relationship quality. Tourism Management, 52(0), 82-95

Nelson, K. F., Qu, H. (2000). Service quality in China's hotel industry: A perspective

from tourists and hotel managers. International Journal of Contemporary

Hospitality Management, 12(5), 316-326.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of

Service Quality and Its Implications for Future Research. Journal of Marketing,

49(4), 41-50.

Parasuraman, A., Zeithaml, V., Berry, L., 1988. SERVQUAL: A multiple-item scale

for measuring consumer perceptions of service quality. Journal of Retailing

64(0), 12–40.

Phuong, P. T. N. (2015). Assessment of Chinese customers’ satisfaction in a five-star

hotel: A case study in Danang. 樹德科技大學經營管理研究所學位論文, 30(1),

1-73.

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Tsang, N., & Qu, H. (2000). Service quality in China’s hotel industry: a perspective

from tourists and hotel managers. International Journal of Contemporary

Hospitality Management, 12(5), 316–326.

Ziqiong Zhang, Hengyun Li & Rob Law (2015) Differences and Similarities in

Perceptions of Hotel Experience: The Role of National Cultures, Journal of

Travel & Tourism Marketing, 32(1), 2-14.