Title: Ensuring customer satisfaction through service quality and image management in the hospitality industry: a conceptual perspective

Authors: Utid Tamwatin; Jirasek Trimetsoontorn; Wanno Fongsuwan

Addresses: King Mongkut's Institute of Technology at Ladkrabang, Bangkok 10520, Thailand ' 99/188 Prugpirom Village Soi 4, Rama II Rd., Bangkhuntian, Bangkok 10150, Thailand ' Administration and Management College, 1 Chalongkrung Rd., Ladkrabang, Bangkok 10520, Thailand

Abstract: Service quality and customer satisfaction have been studied a great deal within services marketing literature. Many measurement models of service quality have been presented mostly revolving around the SERVQUAL and Gronroos' (1984) technical and functional quality model. These models mostly discussed the functional attributes ignoring significance of service quality's technical attributes and image in developing customers' perceptions and satisfaction. Therefore, this paper presents a conceptual framework that is based on Gronroos' (1984) technical and functional model, where technical quality is assessed by Wu and Ko's (2013) dimensions and functional quality is assessed by the lodging quality index (LQI). The proposed framework focuses on the interrelationships between functional quality, technical quality, image, perceived service quality and customer satisfaction. Cue-utilisation theory is used as the theoretical base for this model. Suggestions for managers and researchers are also given on implementing the core concepts from the model.

Keywords: functional quality; technical quality; perceived service quality; customer satisfaction; image management; hospitality industry; services marketing.

DOI: 10.1504/JGBA.2015.067270

Journal for Global Business Advancement, 2015 Vol.8 No.1, pp.59 - 83

Published online: 02 Feb 2015 *

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