Service
quality comparison between chain and standalone hotels
Dr. Akash Sharma*
Ph.d
in Commerce, Independent Researcher, Delhi,
India
akashsharma2897@gmail.com
Abstract: Chain hotels and
independent hotels are now competing more fiercely than ever before due to the
development and diversity of the hospitality sector. In recent years, service
quality has been seen as a key factor in determining customer happiness,
loyalty, and overall company success. The purpose of this research is to
evaluate the relative merits of chain hotels and independently owned
establishments in terms of service quality along important aspects like
responsiveness, empathy, assurance, reliability, and tangibles. The service at
different sites of the same chain hotel is usually rather consistent because of
the chain's standardised operations, consistent branding, and well-trained
employees. The emphasis on cultural distinctiveness, personalisation, and
flexibility at standalone hotels, on the other hand, may increase client
happiness but isn't always consistent. Utilising primary and secondary data,
including surveys, customer feedback, and service quality evaluation methods
like SERVQUAL, the research takes a comparative analytical approach. According
to the results, chain hotels are great at infrastructure, professionalism, and
dependability, while independent hotels are far better at providing individual
attention and engaging with guests. But there are holes in both industries,
especially when it comes to keeping service consistent and meeting customers'
ever-changing expectations. The research found that the hospitality industry
might benefit greatly from a hybrid strategy that combined the measured efficiency
of chain hotels with the individual attention of independent businesses. Hotel
management may use the findings of this study to boost customer happiness and
gain a competitive edge by better comprehending the dynamics of service
quality.
Keywords: Service quality, standalone
hotels, chain.
INTRODUCTION
Over the
course of the last several decades, the hotel sector on a worldwide scale has
seen a considerable upheaval. This development has been driven by
globalisation, technology improvements, and shifting customer expectations.
Service quality has emerged as the most important aspect determining customer
happiness, loyalty, and brand reputation. Hotels are no longer evaluated only
on the basis of their physical infrastructure or pricing systems. Instead,
hotels are evaluated based on the quality of their service. Maintaining
excellent service standards has become crucial for survival and growth in the
highly competitive hospitality business. This is especially true in this day
and age, when online evaluations and digital platforms contribute to shaping
the impressions of consumers. Within the context of this ever-changing
environment, hotels may be roughly classified into two categories: chain hotels
and freestanding hotels. Hotels that are
part of a chain are often owned by big national or multinational brands that
operate according to standardised policies, processes, and administrative
practices. These hotels have the advantages of having a high brand awareness,
superior management systems, and consistent service delivery across a variety
of locations. Reliability, professionalism, and efficiency in service are
frequently ensured by their planned training programs and their adherence to
worldwide standards.
Standalone
hotels, on the other hand, are hotels that operate independently and are not
connected to any bigger brand or network. These hotels frequently place an
emphasis on creating one-of-a-kind and individualized experiences that are
reflective of the local culture, customs, and preferences of its guests.
Because of the flexibility of their operations, they are able to swiftly react
to the requirements of their guests, therefore providing a service experience
that is more individualized and personal. On the other hand, the lack of standardised
processes might occasionally lead to variations in the quality of the service
provided.
It is
standard practice to quantify service quality in the hospitality industry using
factors such as tangibility, dependability, responsiveness, assurance, and empathy.
Service quality is a multifaceted term. Providing a framework for understanding
how consumers perceive and assess service experiences, these aspects, which are
frequently evaluated using models such as SERVQUAL, are included in this
framework. Despite the fact that chain hotels may be superior in terms of
tangibility and dependability due to the organised processes they employ,
independent hotels may be superior in terms of empathy and responsiveness due
to the personalized approach they take.
As the
competition between these two categories of hotels continues to intensify, it
raises significant issues about whether category provides higher service
quality and how the variations between them affect the level of pleasure
experienced by customers. It is especially important for hotel managers,
politicians, and other stakeholders who are looking to improve service delivery
and create a competitive edge to have a thorough understanding of these
disparities.
A
comparison of the service quality of chain hotels and freestanding hotels is
the purpose of this study. The study will highlight the strengths, flaws, and
opportunities for improvement of each kind of hotel. The purpose of this
research is to give significant insights into how both types of venues may
adapt to changing market needs and enhance overall visitor experiences. This
will be accomplished by evaluating consumer perceptions and service delivery
procedures.
BACKGROUND
OF THE STUDY
Globalisation,
fast technical breakthroughs, and changing consumer behaviour have all
contributed to the hotel industry's exceptional expansion and change over the
past several decades. This growth and transition has been driven by
globalisation. The growth of international tourism, which has been made
possible by the enhancement of transport networks and the proliferation of
digital connection, has led to an increase in the level of competition among
hotels in a variety of categories. In an ever-changing world, modern travelers
are no longer content with only having a place to stay; rather, they are
looking for experiences that allow them to have unique and high-quality service
encounters that add value to their stay. Consequently, the quality of service
has become an important factor in determining customer satisfaction. It has an
impact not only on the immediate views of guests, but also on their long-term
loyalty and the reputation of the business.
In
addition, the proliferation of digital platforms such as online booking
systems, travel websites, and social media has brought about a substantial
shift in the manner in which clients assess and select hotels. The reviews,
ratings, and comments provided by guests that are posted on these platforms
have evolved into strong tools that have the ability to create the public image
of hotels and directly influence their success in the market. poor reviews may
easily reach a worldwide audience, while good ratings can boost credibility and
attract new consumers. A single poor experience can soon reach a global
audience. As a consequence of this, hotel operators have made it a strategic
aim to ensure that the quality of their service remains exceptionally constant
and high. Within this framework, both chain hotels and standalone hotels are
under continual pressure to innovate and enhance their service delivery in
order to fulfil the ever-increasing demands of their customers and maintain
their edge over their competitors.
Concept
of Service Quality in Hospitality
In the
hotel business, service quality is a multi-faceted notion that represents how
well a service satisfies or surpasses client expectations. The evaluation of
services is more subjective and depends on personal experience since, unlike
tangible objects, they are fundamentally ethereal, varied, and inseparable from
their suppliers. In addition to the final product, customers evaluate service
quality based on their experiences throughout the delivery process, such as
their contacts with employees, the speed with which their requests are
addressed, and the general atmosphere of the establishment.
Solidarities,
dependability, responsiveness, assurance, and empathy make up the five main
components of the SERVQUAL model, which offers a generally acknowledged
framework for evaluating service quality. Infrastructure, cleanliness, and the
overall visual appeal of a facility are examples of tangibles. The hotel's
reliability is determined by how well it regularly and accurately delivers the
services that were provided. Assuring customers of staff competency,
politeness, and trustworthiness is related to responsiveness, which indicates a
desire to help customers quickly. The need of paying close attention to each
customer's unique demands and showing empathy for them is emphasised. When
taken as a whole, these factors provide a thorough framework for assessing
service excellence. When hotels provide excellent service, their customers are
more satisfied, which leads to more good word of mouth, more repeat business,
and more profits.
Chain
Hotels: Features and Characteristics
One distinguishing
feature of chain hotels is their connection to larger hotel companies or brands
that have several sites, sometimes on a national or even global scale. To
guarantee consistency and uniformity in service delivery, these hotels adhere
to standard operating processes, rules, and service standards. The strong brand
identification of chain hotels is a huge plus since it makes people trust and
believe in the brand. Customers like staying in chain hotels because the
quality is consistent no matter where they go.
Plus, most
hotel chains have centralized reservation systems, cutting-edge technology, and
expert management procedures that boost efficiency. They put a lot of money
into training and development programs for personnel so that they can keep up their
high service standards and meet the demands of their customers. Also, chain
hotels can keep its infrastructure in good shape and provide competitive prices
because of economies of scale. Having said that, chain hotels may not be able
to offer as much personalisation and flexibility as they might due to their
extremely regimented and standardised nature. Chain hotels might not be as
enticing as independently owned businesses to guests looking for more
personalized or culturally immersing stays.
Standalone
Hotels: Features and Characteristics
Independent
or non-chain hotels are those that stand on their own and aren't part of a
bigger chain. Because each hotel is usually owned and run independently, these
establishments have more leeway to do what they want. Standalone hotels are
distinguished by their capacity to cater to each guest's unique tastes through
the provision of individualized service. In order to distinguish out from the
crowd of generic chain hotels, they generally highlight local customs, culture,
and distinctiveness.
Standalone
hotels may easily adjust their offerings to meet the demands of their customers
because of their versatility. Customers who appreciate unique touches and
genuine experiences are more likely to be satisfied as a result of this
tailored approach. Limited financial resources, a lack of sophisticated
technology, and an absence of regular operating processes are just a few of the
potential problems that solo hotels may encounter. Inconsistent service quality
and operational inefficiency might occasionally be the outcome of these limits.
Furthermore, in a very competitive industry, independent hotels may struggle to
attract clients without significant brand awareness.
Need
for Comparative Study
There has
to be a systematic way to assess and compare the service quality of chain
hotels and independent hotels because of the increasing rivalry between the
two. Understanding how these two hotel models perform across several aspects of
service quality is crucial since they both have their perks and disadvantages.
Standalone hotels are known for their individuality and comfort, but chain
hotels are often thought of as consistent, dependable, and professionally run.
On the other hand, various types of travelers have varying tastes and
requirements, therefore these features could not always live up to customers'
expectations.
In order
for hotel managers to find ways to develop and implement best practices, it is
helpful to compare different categories and learn about their strengths and
limitations. Critical to developing successful service plans is gaining a
knowledge of consumer views and expectations, which these aids in doing. Hotels
need to keep improving the quality of their service if they want to stay
relevant and thrive in a market that is becoming more customer-driven and
competitive. Hence, this research adds to what is already known and gives
useful suggestions for how chain and independent hotels might enhance their
service performance.
RECOMMENDATION
As a tool that is both popular and frequently
utilised, SERVQUAL may be utilised by a variety of businesses in order to
conduct an analysis of the quality of service. They are able to have a better
grasp of the areas in which they are falling behind their competitors and the
areas in which they may make improvements in order to keep their advantage over
the competition.
Employees must receive
sufficient training to improve their hospitality skills in order to meet
consumer requests. They ought to be approachable, pleasant, respectful, etc.
Modern infrastructure is
necessary to draw in and keep clients, and any barriers resulting from a lack
of resources or communication should be removed to enable the hotel business to
run smoothly.
The materials utilised to
provide services to clients must be of the highest caliber and guarantee their
total safety.
Hotels need to inspire
their staff to work for both their own professional development and the
improvement of hotel services. Employees won't be content with their work
unless they can develop personally.
Customers' requirements
and desires must be well understood since, in today's society, they are
regarded as the king. Various techniques, such as routine surveys, might be
employed for this.
The services rendered by
hotel staff must be properly and routinely evaluated; client feedback forms can
be utilised for this purpose.
If a hotel concentrates
on tailoring and personalizing services to satisfy client demands, its
reputation might soar. The hotel will have an advantage over its rivals and be
able to maintain customer satisfaction if each client's unique wants are
addressed.
CONCLUSION
Both chain
hotels and freestanding hotels have their own unique advantages and
disadvantages, which are brought to light by the comparative examination of
service quality between the two types of hotels in the hospitality business.
For hotels, the quality of their service is a crucial factor in determining
their competitive positioning in a market that is becoming increasingly
consumer-driven and dynamic. This is because service quality is a significant
predictor of customer happiness and loyalty.
According
to the findings of the study, chain hotels have a substantial advantage over
conventional hotels in terms of the standardisation, dependability, and
consistency of the services they provide. Because of their well-established
brand identification, disciplined operating procedures, and investment in staff
training, they are able to maintain consistent service standards throughout all
of their sites. It is common for customers to feel more confident as a result
of this regularity, particularly business travelers and international tourists
who place a high value on predictability and professionalism. In addition, the
utilisation of cutting-edge technology and centralized management systems
contributes to an overall improvement in the quality of service and efficiency
in chain hotels.
Standalone
hotels, on the other hand, have a number of advantages, including the ability
to provide services that are specific to the individual and adaptable. With
their ability to respond to the interests of individual guests and include
parts of local culture, they are able to create a one-of-a-kind and
unforgettable experience for their customers. Through the use of this personalized
approach, greater emotional ties are frequently fostered with visitors, which
ultimately results in increased levels of pleasure and loyalty. Nevertheless,
solitary hotels may experience difficulties that are associated with limited
resources, a lack of standardised procedures, and irregularities in service
delivery, all of which can have an effect on the overall performance of the
hotel.
Based on
the data, it appears that neither category of hotel is intrinsically superior;
rather, the success of various types of hotels is contingent upon the tastes
and expectations of the target market. There are clients who appreciate the
authenticity and personalized care that is supplied by independent businesses,
while there are customers who value the stability and uniformity that chain
hotels provide. Because of this, a well-rounded strategy that takes into
account the advantages of both models has the potential to greatly improve the
quality of service. The incorporation of greater flexibility and
personalisation can be beneficial for chain hotels, while the adoption of some
standardised procedures and the utilisation of technology can be beneficial for
standalone hotels.
Consequently,
in order to satisfy the ever-evolving requirements of clients, the hospitality
business must continue to undergo continual evolution. It is possible for
industry players to establish more effective strategies to increase service
quality, boost customer happiness, and gain sustainable competitive advantage
if they have a better grasp of the comparative benefits of chain hotels versus
independent hotels. This study makes a significant contribution to a more
comprehensive knowledge of the dynamics of service quality and offers valuable
insights that can be put into practice by hotel managers, legislators, and
academics who are working to improve the general performance of the hospitality
industry.
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