Service quality is the first step to providing customersatisfaction. Quality is understood differently by different people, it maybe seen by someone as doing something correctly and to another an experience.The dictionary meaning of quality is “how good or bad something is”, While the dictionarymeaning of Service is “a valuable action ofassisting someone or effort performed to satisfy a need or to fulfil a demand”. Service quality isdefined as how well a delivered service meet the customers’ expectations. Accordingto Parasuraman et al.
(1985), Servicequality is the difference between the customer expectations and their actual performance.According to Drucker (1991), service quality is “what the customergets out and is willing to pay for” rather than “what the supplier puts in. Druckeralso stated that “it is not what the organisation thinks is important but whatthe customer thinks is important”. Quality of serviceis measured by the SERVQUAL model and they include; reliability, tangible,responsiveness, assurance, and empathy, these dimensions helps to fulfil customerexpectation (Parasuraman et al. 1988).
When hotels measure their services on aregular basis, its helps them improve the quality of service offered so as tosatisfy their customers. Studies have shown that if hotels providequality service regularly, it will increase their number of loyal customers (Backset al. 2003). Service quality directly or indirectlygenerates revisits and positive word of mouth communication, positiveword-of-mouth is very important for hotels, it has been shown that qualityservice leads to customer satisfaction and customer satisfaction leads to positiveword-of-mouth (Bontis et al.
2007).According to Baker (2000) service quality results in customer satisfaction,loyalty and profit. It is therefore important for hotels to focuson improving their quality of service and customer satisfaction if they want tosucceed in the market. Also,service quality can be achieved by employee motivation.
A happy employee meansa happier customer. If employees are treated well and motivated it will show intheir interaction with the customers, and if not treated well and motivated itwill also show in their interaction with the customers. Hotel managers shouldtreat their employees well, motivate and train them to be polite, respectfuland friendly (Vijayadurai 2008). Some of the benefits of service quality are; it gives an identity to thehotel and distinguishes it from other hotels, the hotel will generate newcustomers and the old customers will be loyal and this will result in higher sales andprofits, it will help in the publicity of the hotel and good brand image ascustomers who had good experience will tell it to their friends and families. Theaim of providing quality services is to satisfy customers.