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To Getty and Thompson (1994b), guests were more satisfied if they didn’t experience any 
problem than when they experienced one problem which had been solved well. However, in case 
that even guests didn’t experience any problem but they didn’t recommend the property for their 
friends means they were less satisfied than when their problems during the stay were not solved 
but they still recommended to others. According to statistic data, the guests who recommended 
property to others also gave high LQI scores and vice versa guests who didn’t recommended 
property to anyone else gave low LQI scores.  
In reality, using LQI flexibly contributes to redesign the administration system as well as the 
strategy of hotels. When comparing the deference scores among dimensions, hotel managers can 
identify not only the problem needed to be solved but also their superior dimension. Besides, 
LQI is useful to compare hotels performance. Based on this score, hotel managers can 
understand their position in hotel industry.  
In the application of all three models, it is very important to be suitable with the corporate 
culture. To be a leader but a follower, instead of waiting the complaint from customers to 
discover the weakness point, the enterprise should seek the continuous feedbacks through 
frequent customer satisfaction measurement. Moreover, to have the complete vision about hotel, 
hotel managers should combine both customer satisfaction survey and employee survey. 
 

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CHAPTER 3: IMPACT OF GENDER ON CUSTOMER SATISFACTION IN HOTEL 
INDUSTRY 
 
Hotel as well as the hospitality is the few industries of which the majority labor force is women. 
Moreover, the number of women who choose hotel industry, such as the receptionist and room 
cleaner positions, as her career more and more increase. There are different evaluations about the 
service quality of this special service sector, especially difference between men and female guest 
point of view. This chapter describes the affect of gender on service quality perception in both 
smooth service provision process and in the service failure cases. This chapter also includes 
difference of men and women in customer loyalty level -the high level of customer satisfaction 
in the hotel industry. In addition, this chapter provides the definition of customer loyalty, how 
much it is important to the survival of hotels and how gender of customers impact on the loyalty 
emotion. 
 
3.1
 
Affect of gender on service quality perception in hotel industry 
 
Do men and women have the same valuation of service quality in the same situation? How do 
male and female guests respond to the same displayed emotion of hotel employees?  What men 
and women think about a service failure? 
In the service quality literature (Mohr and Bitner, 1995), there are two type of service quality: 
process and outcome.  
 
Process of service delivery is the manner in which the core service is transferred to 
consumers.  
 
Service outcome is the core service that the consumer receives.  
 
Consequently, the process of service delivery is related to the social/psychological factors while 
the service outcome is related to the physical/instrumental factors (Driver and Johnston, 2001). 
So quality of a process is interpersonal, whereas service outcome quality is impersonal. 
 

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In hotel industry, the service performance is the critical to the customer satisfaction. However, 
the service failure is inevitable. Service failure is divided into process failure and outcome 
failure. In his research, Smith et al. (1999) reported that a process is called failure if the core 
service is delivered in deficient manners, resulting in the loss of social resources; such as status, 
esteem; for the consumers. Differently, outcome failure is the result of undelivered some aspects 
of the core service, resulting in the loss of economic resources such as time, money. For 
example, 
 Process failure: You booked a luxury room in a four- star-hotel one month before. Today you 
come to that hotel. It is a nice hotel with an impressive design. You are in front of the reception 
counter. The receptionist comes to help you check-in. You tell your name. The receptionist does 
not smile while making the check-in. The receptionist gives you the key but not tell you the way 
to go there. You ask the receptionist about it. The receptionist then shows you but does not offer 
an apology or explanation. 
Outcome failure: You booked a luxury room in a four- star-hotel one month before. Today you 
come to that hotel. It is a nice hotel with an impressive design. You are in front of the reception 
counter. The receptionist comes to help you check-in. You tell your name. The receptionist 
informs you that the hotel is out of the room you selected. You make another selection. The 
receptionist informs you that the hotel is also out of your second choice of room. 
 
There is a literature related to gender difference which describes men as goal or outcome 
oriented and women as a communal or social oriented. This literature supports to the hypothesis 
that female guests maybe more sensitive to the relational aspects with service encounter and 
male guests to the core aspects. E. Hall, 1993, concluded “Real-life customer experiences seem 
to indicate that gender stereotypes are incorporated into customer expectations regarding good 
service”. There are many other evidences suggesting the impact of gender on customer 
satisfaction. Among them, the research of Anna S. Mattila, Alicia A. Grandey and Glenda M. 
Fisk, 2003, is quite complete. Their journal shows that men and women have different valuation 
rating on the same service. This difference exists in both smooth service and failed service. 
During the using smooth service, women focus on process more than men while men more pay 
attention on the outcome than women. Women feel less satisfied than men with the negative 
displays and they also give higher evaluation rating for the positive displays.  On the other hand, 

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