Methodology The instruments, type of research, procedure, and will also be described in this chapter.
The aim of this study is to investigate the importance of the service quality dimensions in Stenden University Hotel based on customer satisfaction. In order to research this topic, there are five sub questions which are needed to be studied. 1. 2. 3. 4. 5. What is service quality? What is customer satisfaction? What are the dimensions of service quality? Which dimensions of service quality are important? From consumers perception, which dimensions are important for evaluating their satisfaction?
The Fourth sub- question will be obtained through a nondisguised structure questionnaire. The questionnaire is applied 22- item instrument which is structured by PZB(1985,1988). It statements of service quality to describe the five dimensions in all( (V.Verma, 2004). They are constructed as 1-4 (Tangiblity),5-9(Reliability),10-13(Responsiveness),14-18(Assurance),19-22(Empathy). Four first items which are relevant in the tangible aspects such as the restaurant, cleanness of hotel rooms, furniture, and facilities in the room. The tangibility involves physical aspects during the process of delivering service in the Stenden University Hotel. Similarly, the other dimensions will be also investigated by four relevant items. 56 of questionnaires were distributed to the respondents due to 28 hotel rooms in the hotel. The respondents will be asked to distribute 100 points to these 22 item under five dimension accessing their relative importance in the service context. The reasons for choose (disadvantage and advantage) this method will be done tonight. For the last sub- question, the questionnaire will be developed as its instrument in order to examine the customer satisfaction on the importance of the service quality dimensions. The questionnaire will be designed in the same line of the fourth sub-question(22-item instrument). However, the measurement method is different which is named five -point Semantic differential scale ranging from 1 (poor) to 5(excellent) (V.Verma, 2004). The reasons for choose (disadvantage and advantage) this method will be done tonight. The population studied consisted of customer who will be staying in Stenden University Hotel from March 15, 2012 to September 1, 2012. This sampling selection process identified 56 respondents from population.
Data analysis
SPSS-X has been used to analyze the data (V.Verma, 2004). There are three stages involved in analyzing data. In the first stage, all the questionnaire will be collected. The zone of service quality performance based on dimensions will be demonstrated according to the data. The position of their importance will be shown on this zone matrix (V.Verma, 2004). In the second stage ,the regression will be applied to weighted the importance of the each dimension (V.Verma, 2004). In the third stage ,the direct method will be used to study the data . For this reason, the constant sum scale measure will be employed (V.Verma, 2004). (A.Parasuraman & Zeithaml, 2001). (www.drweedman.com/Semantic.doc)
Bibliography
A.Parasuraman, & Zeithaml, V. A. (2001). Refinement and Reassessment of the servqual Scale. Journal of Retailing . Trochim, W. M., & Donnelly, J. P. (2008). The research methods knowledge base . Mason: Gengage Learning. V.Verma, H. (2004). Telative Importance of service quality dimensions :A multisectoral study . Journal of Services Research . www.drweedman.com/Semantic.doc. (n.d.). Retrieved 3 12, 2012, from Semantic Differential Scaling: www.drweedman.com/Semantic.doc
