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POLITECNICO DI MILANO 
Facoltà di Ingegneria dei Sistemi   
 
POLO REGIONALE DI COMO
  
 
Master of Science in  
Management, Economics and Industrial Engineering 
 
 
SERVICE QUALITY AND CUSTOMER 
SATISFACTION IN THE HOTEL INDUSTRY 
 
 
 
 
Supervisor: Prof. Alessandro Brun 
 
Master Graduation Thesis By: Le Na 
Student Id. number: 736358 
 
Academic year:  2009/2010 

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ii
 
ABSTRACT 
 
This study attempts to identify the quality attributes of the hotel services. To measure service 
quality and customer satisfaction in the hotel industry, there are some models. However, in this 
study, three most popular and quite complete models which are SERVQUAL, HOLSERV and 
LODGING QUALITY INDEX are chosen for analysis. Moreover, it reports the difference in the 
customer expectations and perceptions for men and women, Asian and European guests related 
to the hotel services. It includes more detailed analysis such as service offerings, hotel facilities, 
hotels factors, etc. that affect their choices. It also provides suggestions of disable people about 
the hotel services. To have the statistic data for the study, one survey with 23 questions was 
implemented. As a result, 114 respondents answered the questionnaire. The last part of this study 
is to report the findings and analyze the results of survey.  
 
 
 
 
 
 
 
 
 
 

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iii
 
SOMMARIO 
Questo studio si propone di identificare gli attributi di qualità dei servizi alberghieri.  
Per misurare la qualità dei servizi e la soddisfazione del cliente nell’industria alberghiera, 
esistono    diversi modelli; perciò  In questo studio per effettuare l’analisi  ne sono stati scelti tre 
fra i più completi e  diffusi: SERVQUAL, HOLSERV e LODGING QUALITY INDEX. 
Inoltre nel lavoro esposto si pone l’attenzione sulle differenze nelle aspettative e nella percezione 
dei servizi alberghieri fra clienti asiatici e non asiatici e di sesso femminile o maschile. 
Il presente studio include a seguire una analisi più dettagliata di ogni servizio offerto, delle 
strutture dell’hotel e dei fattori determinanti che influenzano le scelte dei clienti. A 
completamento dello studio si forniscono anche impressioni e suggerimenti orientate a 
migliorare i servizi degli hotel dedicati a persone disabili. 
I dati statistici necessari per lo studio sono stati raccolti tramite un sondaggio composto da 23 
domande, pubblicato sia su internet che in forma cartacea. I 114 responsi ottenuti sono stati 
raccolti ed analizzati e compongono la parte conclusiva dello studio; da questi dati infatti sono 
state dedotte importanti considerazioni a supporto della tesi.  
 
 
 
 
 
 
 

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iv
 
ACKNOWLEDGEMENT 
 
First and foremost, I would like to express my deep and sincere gratitude to my supervisor, Prof. 
Alessandro Brun for his enthusiasm, dedication, support and guidance throughout my thesis. I 
really appreciate the invaluable advice that he has given to me. 
 
My greatest thanks go to my family for always by my side and encouraging me.  
 
Last but not least, I wish to give a special thank to Le Bao Chau, Do Hong Khanh, Tommaso 
Maffei and Samir Mehta for their great help as well as encouragement. I also send my sincere 
thanks to many other friends who supported and helped me a lot in collecting survey and during 
my study. 
 
Le Na 

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Contents
 
ABSTRACT...................................................................................................................................................... ii
 
SOMMARIO .................................................................................................................................................. iii
 
ACKNOWLEDGEMENT.................................................................................................................................. iv
 
List of figures............................................................................................................................................... vii
 
List of table................................................................................................................................................. viii
 
CHAPTER 1: LITERATURE REVIEW ON HOTEL INDUSTRY .............................................................................. 1
 
1.1
 
What is hotel industry? ............................................................................................................... 1
 
1.2 History of hotel industry ..................................................................................................................... 2
 
1.3 Type of hotel industry ......................................................................................................................... 3
 
1.4 Growth and latest trends .................................................................................................................... 5
 
1.4.1 Asia Pacific ................................................................................................................................... 7
 
1.4.2 Europe.......................................................................................................................................... 8
 
1.4.3 Middle East/Africa ....................................................................................................................... 9
 
1.4.4 America ...................................................................................................................................... 10
 
CHAPTER 2: SERVICE QUALITY AND CUSTOMER SATISFACTION IN HOTEL INDUSTRY............................... 12
 
2.1 Definition service quality and customer satisfaction........................................................................ 12
 
2.2 Why measure service quality and customer satisfaction? ............................................................... 14
 
2.3 Measurement models of service quality and customer satisfaction in hotel industry .................... 15
 
2.3.1 SERVQUAL MODEL ..................................................................................................................... 16
 
2.3.2 HOLSERV and LODGING QUALITY INDEX ................................................................................... 20
 
2.3.2.1 HOLSERV ............................................................................................................................. 20
 
2.3.2.2 LODGING QUALITY INDEX ................................................................................................... 23
 
CHAPTER 3: IMPACT OF GENDER ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY............................. 27
 
3.1
 
Affect of gender on service quality perception in hotel industry ............................................. 27
 
3.2
 
Impact of gender on customer loyalty‐the high level of customer satisfaction ....................... 30
 
3.2.1
 
Customer loyalty definition................................................................................................... 30
 
3.2.2
 
Why is customer loyalty important in the hotel industry? ................................................... 31
 
3.2.3
 
How does gender impact on the customer loyalty? ............................................................. 31
 
3.2.4
 
Impact of gender on Loyalty Emotion................................................................................... 32
 

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