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Figure 34: Customer expectations in Europe and Asia 
6.9 Customer loyalty 
To both men and women from all over the world, 79% of them choose to continue to select the 
hotel of which service quality they are satisfied with for the next time and also 79% of them tell 
others about this hotel. It is very important because in Asia almost 35% choose the hotel through 
word of mouth and in Europe more than 20% do the same. Moreover, the loyalty customers 
staying in the same hotel many times through their life are the great source of revenue for hotel.  
 
 
Figure 35: Customer loyalty 
 

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CONCLUSION 
This section summaries the main findings of this study and draws out their implications for hotel 
industry. It aims to enrich our understanding about attribution and measuring methods of 
customer satisfaction and service quality of this industry. In addition, it emphasizes the impact of 
gender on the satisfaction of hotels’ guests and the comparison of Asians’ point of views about 
hotel services to Europeans’ ones. Moreover, it provides some expectation of the disable people 
on the service quality of hotels. The framework of this study focuses on the customers aging 
from 20 to 45 years old. 
 
Market trend 
 
The research has gained an insight in understanding the scope of hotel industry. In the 
analysis of the environment of hotel industry, some general trends have been found: 
 
 
After some downturn years, hotel market has recovered since 2009 in all over the world. 
 
Asian market which is called new growing market has gained impressive achievements. It is 
the reason why more and more new big hotel chains have appeared in Asian market and 
attracted the flow of investment from investors of this area as well as from other continents. 
 
In the past, people often spent long days in each vacation. But now, number of public 
holidays has increased in many countries which have lead to the rise of number of vacations 
as well as the decrease of length of each vacation. 
 
Guests are looking for the higher quality experiences and their demands are more various and 
complicated. 
 
 
Industry insight 
 
Hotels appear all over the world with different types which are suitable with many kinds of 
budget. Some like to relax in five or four star hotels, others spend their nights in hostels or 
camping. Hotels are everywhere and for everyone.  
In our framework, besides trying to understand what are the important quality attributes of 
the hotel industry and the market place; the questionnaire for the research which are 

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described in chapter 5 aims at discovering what customers expect from a hotel; how they 
perceive the quality attributes; and how gender and culture impact the customer satisfaction, 
especially in Europe and Asia. 
 
 
Hotel service attributes 
Our research data proved that all five factors which are tangibility, reliability, responsiveness, 
confidence and communication directly influence the customer expectations and perceptions 
about service quality. However, due to limitation of time, it is impossible to cover all aspects 
of above defined attributes.  
Characteristics based on LODGING QUALITY INDEX (Getty and Thompson, 1994) which 
are rated as important to more than 30% of customers are outlined and described below: 
 
Table 10: Important hotel service attributes 
Dimension 
Scale item 
Tangibility 
 
Promotion:  
•
 
Discounted price,  
•
 
Hotel staying package,  
•
 
Reduced service for lower rate, 
•
 
Bring friends for free  
•
 
Free kid meal up to age 12 
 
Price and position 
 
Employee: discipline& cleanness of hotel staff 
 
Quality of the service, food & beverage in restaurant/bar 
 
Breakfast in bed 
 
Different room for different style 
 
Atmosphere in the room 
 
Attraction of outer building/inner decoration 
 
Late check-out 
 
Packages for women 
 
Hotel facility:  

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•
 
Restaurant & bar  
•
 
Parking place 
•
 
Gym  
•
 
Tour guide 
•
 
Spa/health center 
•
 
Car renting 
•
 
Money exchange  
•
 
Laundry service  
•
 
Baby sitting service 
•
 
Inside room:  
 
Plant/flower in room  
 
Tea/coffee maker in room  
 
Bed for kids and dolls 
 
Refrigerator 
 
Microwave  
 
Iron 
 
Bathroom:  
o
 
Hair dryer 
o
 
Big tower 
o
 
Shampoo & conditioner for different types of hair 
o
 
Toothpaste & tooth brush  
o
 
Body lotion  
o
 
Music  
o
 
Cream for face/body/foot/hand  
o
 
Tower warming drawer  
o
 
Big illuminated mirror  
o
 
Radiant floor heating  
o
 
Jacuzzi shower 
o
 
Nail-scissor and nail-file  
o
 
Slipper 

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o
 
Bath billow 
o
 
Intimate cleanser for women and  
o
 
Razor & shaving cream for men  
 
Reliability 
 
My guest room was ready as promised 
 
New & modern facilities 
 
Service completion 
 
Billing issues 
 
Responsiveness 
 
Speed of response to problem  
 
Detailed information on service  
 
Easy to contact with staff  
 
Quick check-in/ check-out procedure 
 
Manager responsibility in solving problem 
Confidence 
 
Emotional expression of hotel staff (polite, respect) 
 
Expertise of service provider  
 
Accessibility for disable people 
 
Communication 
 
Friendly staff 
 
Friendly welcome on arrival  
 
Attention of staff when making relation with guests 
 
Manager availability 
 
Look through the table; it is easy to realize that some important things which are preferred by 
customers are still not common in the hotels nowadays. Therefore hoteliers should listen the 
voice of customers to improve the service quality so that they can gain more customer 
satisfaction. 
 
 
Impact of gender on customer expectation and perception 
Men and women are different in the perception and expectations about hotel service quality. 
The differences are listed bellowed with the gap is around 10% or more. 

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