Customer Perception and Application of Gap Model in Service Quality of Star-Category Hotels in Varanasi

Abstract

Accommodation being the integral part of tourism plays an important role in offering customer satisfaction through its Hospitality Service Quality. Guests are the judges of Service Quality and expectations greatly influence the resulting level of satisfaction. To meet or exceed the customer expectations, organisations must fully understand all service attributes that contributes to customer value and lead to satisfaction and loyalty. The study attempts to analyse the study of service quality in Hotels of Varanasi to check degree of customers needs and expectations comparing results with perceived quality. Varanasi covers large number of tourists from all over the globe making it microcosm of world having flavour of Vasudhaiv Kutumbkam. The research presents and discusses a comprehensive analysis of the expectations and perceptions of key stakeholders, the customers, managers and employees of hotels, along with a service performance analysis, using both qualitative and quantitative data collection. The research will aim at testing of Gap Model, i.e. identification of gaps when the hotel services quality in particular observation sample is concerned. The finding would help the hotel managers of Varanasi to recognize guests needs, wants in a better way and consequently improving their quality of Services.

Keywords: Service Quality, Expectations, Perceptions, Gaps

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