Examining overseas student perception of hotels service quality in mainland china.

ii

EXAMINING OVERSEAS STUDENT

PERCEPTION OF HOTEL’S SERVICE QUALITY

IN MAINLAND CHINA

By

AKOTO AMA OTUKWA

Email: [email protected]

A Postgraduate thesis submitted to the department of

tourism management in partial fulfillment of the

requirements for the degree of MASTERS OF ARTS IN

TOURISM MANAGEMENT

Academic Supervisor

Dr. Yu Qin

March 2013

iii

iv

ACKNOWLEDGEMENT

This dissertation would not have been possible without the guidance and advice of

several individuals who in one way or another contributed and extended their valuable

assistance in the preparation and completion of this study.

I must express profound gratitude to my supervisor, Prof. Yu Qin, Head of Hotel

Management Department, whose sincerity, encouragement and guidance I will never

forget. Prof. Yu Qin has been my inspiration as I hurdle all the obstacles in the

completion of my dissertation.

My gratitude to all the lectures that inspired me throughout my program, to Prof.

Tony Zou the dean, Prof. Gu Huimin the deputy dean, Ms. Molly Wang and to Ms.

Wang Xue Fei, foreign students affairs office for all what they did for me during my

study at BISU.

To all BICF (Beijing International Christian Fellowship) members and international

students who permitted me to interview and participated in the survey for my

dissertation, I express my gratitude.

Last but not the least, my Parents and Sisters, and the one above all of us, the

omnipresent God, for answering my prayers and giving me strength to overcome all

obstacles during my study.

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ABSTRACT

EXAMINING OVERSEAS STUDENT PERCEPTION OF

HOTEL’S SERVICE QUALITY IN MAINLAND CHINA

This study is aimed at examining overseas student perception of hotel’s service

quality in Mainland China, and subsequently identifying dimensions of service quality

that influences their perception.

The target population of the study was overseas student (International students)

studying in Universities in Chaoyang and Haidian district of Beijing. In all 200

overseas students were selected as the sample size of the study.

The findings of the study revealed that dimensions of service quality that influence

overseas student perceptions of hotels in general in mainland China were named:

Physical quality, Function quality, and Interactive quality. Overseas student’s

(International student) overall perception of the hotels service quality was found to be

moderate.

However, overseas student perception of the level of Physical quality and Interactive

quality were found to be the highest to influence their perceptions.

The findings of the study revealed that the most influential dimension that drives

overseas students’ perception of overall service quality is Physical quality.

It was found that these three dimensions (Physical, Function and Interactive) have

positive significant influence on overseas students’. It is recommended that much

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emphasis should be placed on physical quality since it is found to be the most

influential factor of overall perception of hotel service quality of these overseas

students. Policy makers, Hoteliers and Managers of hotels should factor these

dimension when dealing with international guests since overseas student fall within

such category. Future studies are encouraged to conduct research on international

tourist perceptions on budget hotels in Mainland China with the results of the current

study.

A literature review of publications was used. Primary research comprised

semi-structured interviews with international students in Beijing International Studies

University and Questionnaire survey. This helps the researcher to understand the

perceptions of overseas student and assist the researcher in examining their

perceptions of hotels service quality.

Key words: Overseas student, Hotels in Mainland China, Perceptions of Service

quality

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Table of Contents

CHAPTER ONE .................................................................................................................................. 1

INTRODUCTION .................................................................................................................................... 1 BACKGROUND .......................................................................................................................................... 1

1.1.1 Overseas Student in (Mainland China) .................................................................................... 3 1.1.2. Statement of the problem ...................................................................................................... 6

1.2. TOPIC AND OBJECTIVE ......................................................................................................................... 7 1.2.1. Research Topic ....................................................................................................................... 7 1.2.2. Research questions ................................................................................................................ 7 1.2.3. Scope of study ........................................................................................................................ 7

1.3. SIGNIFICANCE OF THE STUDY (IMPLICATIONS) ........................................................................................... 8

CHAPTER TWO ................................................................................................................................. 9

LITERATURE REVIEW ............................................................................................................................ 9 2.1. DEFINITIONS OF KEY TERMS. ................................................................................................................. 9

2.1.1. Perception .............................................................................................................................. 9 2.1.2. Service quality ...................................................................................................................... 11 2.1.3. Service Quality and Customer Perception ............................................................................ 18

2.2. OVERSEAS STUDENT IN CHINA ............................................................................................................. 19 2.3. PERCEPTION OF HOTELS IN CHINA ....................................................................................................... 22 2.4. OVERSEAS STUDENT PERCEPTION OF HOTEL SERVICE QUALITY .................................................................... 25

2.4.1. Research Conceptual Model ................................................................................................. 28

CHAPTER THREE ............................................................................................................................. 31

METHODOLOGY ................................................................................................................................. 31 3.1. QUALITATIVE AND QUANTITATIVE MIXED METHOD .................................................................................. 31 3.2. RESEARCH DESIGN ............................................................................................................................ 31

3.2.1. Interview design and Implementation ................................................................................. 32 3.2.2. Interview data analysis ........................................................................................................ 32 3.2.3. Questionnaire design ........................................................................................................... 40 3.2.4. Sample ................................................................................................................................. 43 3.2.5. Data collection tools ............................................................................................................ 43

3.3. ANALYTICAL APPROACH ..................................................................................................................... 44

CHAPTER FOUR .............................................................................................................................. 45

RESULTS AND FINDINGS ..................................................................................................................... 45 4.1. DESCRIPTIVE ANALYSIS ....................................................................................................................... 45 4.2. EXPLORATORY FACTOR ANALYSIS ......................................................................................................... 51

4.2.1. Hypothesis and proposed research model ........................................................................... 57 4.3. REGRESSION ANALYSIS ....................................................................................................................... 58

4.3.1. Model of perception of service quality ................................................................................. 59

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CHAPTER FIVE ................................................................................................................................ 63

CONCLUSION AND DISCUSSION ......................................................................................................... 63 5.1. CONCLUSION ................................................................................................................................... 63 5.2 NEW CONCEPTUAL MODEL .................................................................................................................. 64 5.3. IMPLICATIONS .................................................................................................................................. 67 5.4. LIMITATION ..................................................................................................................................... 69 5.5. FUTURE RESEARCH DIRECTION ............................................................................................................. 70

REFERENCES ................................................................................................................................... 71

WEBSITE SOURCES: ................................................................................................................................. 74

APPENDIX ...................................................................................................................................... 75

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List of Tables

Tables

Page

Table 1: Determinants and issues of service quality involved in the research 29

Table 2: Qualitative data from Interview Responses 32

Table 3: An overview of the determinants and issues involved in the research 42

Table 4: Gender 46

Table 5: Ages 46

Table 6: Nationality 47

Table 7: Category of student 47

Table 8: Educational qualification of respondent 48

Table 9: Monthly allowances for spending 48

Table 10: Duration of study 49

Table 11: District of School 49

Table 12: Frequency of stay in hotel 50

Table 13: Price for a night stay 50

Table 14: Mean ranking for perception of service quality 51

Table 15: Reliability Item – total statistics (Without item p9) 52

Table 16: Reliability statistics 53

Table 17: KMO and Bartlett’s Test 53

Table 18: Extracted factors of service quality and their respective scale items 54

Table 19: Overall Perception of hotel service quality 56

Table 20: Model Summary 58

Table 21: Regression Analysis of three dimensions of service quality 59

and overall service quality.

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Table of Figures

Lists Page

Figure 1 Overseas Student distribution (Mainland China)………………………………………..5 Figure 2: Conceptual research model (Parasuraman, Zeithaml &Berry)…………………………28 Figure 3: New Research Conceptual Model………………………………………………………57 Figure 4: Hypothesis Analysis ………………………………………………………………… 60

1

CHAPTER ONE

INTRODUCTION

This chapter presents introduction to the study. It entails the research background,

research problem statement, research topic and objective, research questions, Scope of

study, Significance of the study.

Background

Described by Encyclopedia Britannica, as a country of East Asia, largest of all Asian

countries, and also officially known as People’s Republic of China was established in

1949. Being the most populous country in the world, boasts one of the world’s most

ancient cultures and largest most advanced continuous civilizations. In recent years,

this vast country in East Asia has attracted many international visitors for Leisure,

Education and Business, and to cater for this demand, many hotels have been built on

a par with those in the rest of the world while striving to offer international standards

in terms of service quality.

In 1974 Deng Xiaoping decided to extensively promote tourism in China as a means

of earning foreign exchange. Following this decision, many major hotels were built;

many historic and scenic sites were renovated, many guest houses were also built and

many tour guide training programs were also developed (Ebrey, 2010; Oosterhaven &

2

Fan, 2006; Zhang, Pine, & Zhang, 2000). Also tourism as an academic discipline was

introduced in many universities and colleges thereby attracting overseas students.

Hotel development has been considered a very important part of China’s tourism

development, and it was given priority for development in the Sixth Five-Year Plan

(1981-1985) for China’s Economic and Social Development (Yu, 1992). As a result

great effort has been put into hotel construction and renovation in the last 12 years.

However, according to Yu (1992) the supply of hotel beds appeared to have expanded

beyond the demand of international tourists during the period 1986 to 1994 and, for

the first time, the overdevelopment of hotel accommodation became a problem

confronting the Chinese government.

In spite of the overdevelopment of Chinese hotels, some studies (Choy et al., 1986;

Cook, 1989; Schrock et al., 1989; Boyd, 1993; Cai &Woods, 1993) found that the

standard and quality of services provided by the hotels were still far below

international standards. Some problems included poor language ability and

communication skills, unreliable reservations systems and poor sanitation. Most

service workers in China lack an understanding or appreciation for international

service standards. Many hotel employees had service attitude problems which have

drawn constant complaints from international tourist.

The trend of world markets has changed noticeably from agricultural to service

markets (Asian Development Outlook, 2007). All of the service businesses are trying

their best to improve their service quality in order to make customers satisfied.

3

As research indicates, in today’s competitive environment, rendering quality service is

a key for success, and many experts concur that the most powerful competitive tool

currently reshaping marketing and business strategy is service quality.

Service quality is a pervasive strategic force and a key strategic issue in any

organization. With services especially in the hotel industry, hotel operators now focus

more on the quality standards in order to meet the basic needs and expectations of the

customers. Once customers and requirements are clearly identified and understood,

hotel operators are more likely to anticipate and fulfill their customers’ needs and

wants (Juwaheer & Ross, 2003)

It is no surprise that practitioners and academics alike are keen on accurately

measuring and understanding issues affecting service quality delivery.

1.1.1 Overseas Student in (Mainland China)

International education in recent years has increasingly been marketed as a

commodity in the higher education sector. Current trends indicate that the general

patterns of global student mobility are influenced by a wide variety of factors that

include geographical location, historical connections, and language and education

systems.

Since 1978 when China initiated her reform and opening- up policy, international

student education has entered into a new stage. As an important component of

4

international exchange and cooperation, international student’s education has been

given great importance by the Chinese government. Due to China’s success in

maintaining social and political stability and the rapid growth of economy, this has

given rise to international students which consist of scholarship student and self-

financed students in Mainland China.

According to the China Scholarship Council (CSC), in 2011, the total number of

international students studying in China exceeded 290,000 for the first time. 292,711

international students from 194 countries and regions have pursued their study in 660

higher education institutions, research institutes and other education institution in 31

provinces, autonomous regions and municipalities (Taiwan, Hongkong and Macao

excluded). International students from Asia top the list of overseas student in China

totaled 187,871 accounting 64.21% (see Figure 1). (42,271) students from Europe

accounting for 16.15%; (32,333) from America accounting for 11.05 %; ( 20,744)

from Africa accounting for 7.09%, and (4,492) from Oceania accounting for 1.50%.

(Figure Below)

For the categories of international students, the number of degree students mounts to

118,837, 40.61% of the total. Among the degree students, there are 88,461 junior

college students and undergraduate students, 23,453 master students, and 6,923 PhD

students, taking up 74.44%, 19.74% and 5.83% of the total, respectively. There are

173,774 non-degree students, 59.39% of the international students.

5

Figure 1: Overseas Student distribution (Mainland China) (Source: www.csc.edu.cn)

The rapid growth of overseas student in mainland china is a major boost for the hotel

industry .This particular segment of the student market, are more critical of their

experience and more demanding (Pereda, 2006). Understanding their basic needs and

wants through quality services delivered would help understand the larger market of

international tourist and their demands for international standards. Overseas student

contribute much funding to a society’s tourism earnings and therefore makes them

relevant as a target market. Incorporating overseas students with such a study can be

instrumental in evincing a body of thought about the service quality delivery which, if

improved, can be rewarding to the hotel industry.

Early service quality research positioned that service quality is the gap or difference

between “perceptions and expectations” (Parasuraman et al., 1988). Recent research

by Parasuraman et al. (1994) has argued that “expectations” measurement is necessary

in the measurement of the service quality construct. While Cronin and Taylor (1994)

64.21%

16.15%

11.05%

7.09%

1.50% Unit:Overseas Student

Asia

Europe

America

Africa

Oceania

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have argued the reverse, that one need not measure “expectations” to measure service

quality. Evidence presented by Cronin and Taylor (1994) was collected in the

American context and no cross-cultural samples were involved. This research paper

examines the perception of overseas on service quality in hotels in mainland china.

1.1.2. Statement of the problem

China’s tourism industry is one of the fastest-growing industries in the national

economy and is also one of the industries with a very distinct global competitive edge.

This study will explore overseas student perceptions as well as factors that influence

their perceptions towards service quality specifically within mainland China hotels

and how they are viewed in delivering quality services..

In highly competitive hotel industry like China’s Mainland hotel industry, individual

hoteliers must find ways to make their products and services stand out among the

others. To achieve this, hotel operators must understand their customers’ needs and

then set out to meet (or exceed) these needs.

There is therefore the need to understand how overseas students as customers perceive

of the service quality in the hotel industry and find ways in which the service quality

can be enhanced.

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1.2. Topic and Objective

1.2.1. Research Topic

Examining Overseas student perception on hotel’s service quality in Mainland China.

The objective of the study is to examine in general overseas student perception of

hotel service quality. Specifically; we will examine overseas student perception of

hotel service quality in mainland China and factors that influences their perception.

1.2.2. Research questions

1. What are the perceptions of overseas student on hotel service quality in Mainland

China?

2. What factors influence overseas student perception of service quality in Mainland

China hotels?

1.2.3. Scope of study

The study on overseas student perception on service quality in mainland China hotels

will rely on foreign students studying in Beijing who have stayed in a hotel in

mainland China. For this study, we will survey 200 overseas students in randomly

selected universities within Haidian district and Chaoyang district all in Beijing who

have lodged in hotels in mainland china.

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1.3. Significance of the study (Implications)

This research is unique because it is the first being conducted in Mainland China from

its context.

Theoretically, it will be significant to variant research field including service quality,

hotel management and inbound tourism. It will provide a deeper understanding of

what overseas student perceive of China’s hotel industry.

Practically implications will also be variant to stakeholders like hotel industry, CNTA

(China National Tourism Authority) and to DOE (Department of Education). It will

help managers; service providers and planners in the hospitality industry identify

issues in the industry which could lead to improved service quality.

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CHAPTER TWO

LITERATURE REVIEW

This chapter is in five parts, the first part is on literature on general theories of

perceptions of service quality and definition of key terms, followed by overseas

student in China; Perception on Chinese Hotels; Overseas student perception of

service quality, then a conceptual model and determinants of issues involved in

service quality.

With the opening of more attractions for sightseeing and the increase of inbound

leisure, business and educational travelers, China’s tourism industry has experienced

continuous growth since the early 1980’s, and has given rise to its hotel industry.

China’s hotel industry has blossomed in the last decade and is regarded as a fertile

field for future expansions. In recent years, many hotels have been built to cater for

the demand of tourists whilst striving to offer international standards in terms of

service quality.

2.1. Definitions of key terms.

2.1.1. Perception

Our perception is an approximation of reality. Our brain attempts to make sense

out of the stimuli to which we are exposed. This works well when we are about

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to perceive familiar facts. However, our perception is sometimes “off” when we are

not clear about concepts.

Perception is a process by which an individual select, organize &Interpret stimuli in a

meaningful picture of the world Also, we can describe as “how we see the world

around us” Perception is the process of selecting, organizing, & Interpreting or

attaching meaning to events happening in environment

Perceptions can be defined as “the reception and processing of information from the

environment” (Proshansky et al., 1976). The word perception comes from the Latin

words perceptio, and perceptio, means “receiving, collecting and action of taking

possession, apprehension with the mind or senses. It is the process of using the human

senses to acquire information about the surrounding environment or situation. It is

also an attitude or understanding based on what is observed or thought

It further explains that, though necessarily based on incomplete and unverified (or

unreliable) information, perception is ‘the reality’ and guides human behavior in

general. Naturally people have different perceptions. Various people may have

different opinions regarding the level of development of the tourism industry or its

environmental aspects. Similarly various people may have differing viewpoints about

the economic and social-cultural dimensions of the service quality in the hotel sector.

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2.1.2. Service quality

In the service industry, definitions of service quality tend to focus on meeting

customers’ needs and requirements and how well the service delivered meets the

expectations (Lewis and Booms, 1983). Service quality is also the result of the

discrepancy between customers’ expectations on services and their perceptions on the

services actually received; measured by the SERVQUAL instrumentation in five

dimensions for service, also known as the (RATER) model. Service quality has thus

been distinguished as a “gap” between customers’ expectations and the performance

they actually receive (Parasuraman et al., 1985). The SERVQUAL instrument

recognized ten dimensions of service quality. Later, these ten dimensions were

lessened into five dimensions (Sultan &Simpson).

Parasuraman et al. (1988) also suggested that service quality was a

multi-dimensional concept consisting of five dimensions:

Reliability refers to the ability to perform the promised service dependably and

accurately. Promises made to an organization’s promotional efforts can contribute to

participant expectations. Consistency of performance at the highest standard is crucial

to reliability;

Assurance indicates knowledge and courtesy of employees and their ability to convey

trust and confidence, Assurance contains elements of the organization’s credibility,

competence and security;

Tangibles refer to the appearance of the physical facilities, equipments, personnel and

communication materials. The tangible aspect of a service is one of the few

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dimensions that a potential service patron can know and evaluate in advance of

participation;

Empathy dimension includes caring, individualized attention to customers; Empathy

expresses an understanding of the customers’ need.

Responsiveness refers to the willingness to help customers and to provide prompt

services that is hotel customers expect their requests to be handled quickly and

accurately.

The majority of research on service quality has been built around the SERVQUAL

(Parasuraman et al., 1988) methodology.

The SERVQUAL model suggests that service quality can be measured by identifying

the gaps between customers’ expectations and perceptions of the performance of the

service.

Ladhari (2008) summarized a list of theoretical and empirical criticisms of the

gap model. First, he argued that the use of gap scores is not the right method because

of the lack of support in literature to consumers evaluating service quality in terms of

perceptions – minus- expectation. He stated that it has been recommended that service

quality is more precisely and correctly evaluated by measuring only perceptions of

quality.

According to Zeithaml et al. (2009), service quality is focused evaluation that

reflects customers’ perceptions of reliability, assurance, responsiveness, empathy and

13

tangibles.

How customers perceive service quality is critical because it determines how they

evaluate the service. Customers evaluate a service based on their expectations.

Because expectations are dynamic, evaluations may also shift from time to time. Thus,

how customers evaluate what they term as a quality service today, (based on some

criterion) may change tomorrow. This calls for continuous monitoring and evaluations

of service quality in any service firm.

According to Gronroos (1984), the service quality experienced by a customer has

two dimensions; namely technical quality and functional quality. Functional quality

describes how the service is delivered and technical quality describes what the

customers received during a service delivery. Customers bring their earlier

experiences and overall perceptions of a service firm to each encounter because

customers often have continuous contacts with the same service firm (Gronroos,

2001)

Gronroos also emphasized the importance of corporate image in the experience of

service quality, similar to the idea proposed by Lehtinen and Lehtinen (1982). The

image concept was introduced as yet another important component in the perceived

service quality model, so that the dynamic aspect of the service perception process

was considered as well.

A favorable and well-known image is an asset for any firm, because image has an

14

impact on customer perceptions of the communication and operations of the firms in

many respects.

If a service provider has a positive image in the minds of the customers, minor

mistakes will be forgiven. If mistakes were often to occur however, the image will be

damaged. If a provider’s image is negative, the impact of any mistakes will often be

magnified in the customer’s mind. In a word, image can be viewed as a filter in terms

of a consumer’s perception of quality.

Lewis (1993) also viewed service quality dimensions from the same point of view

as Gronroos (1984) did. However, Lawis considered corporate image as the third

dimension of service quality. He explained the technical dimension to include the

systems and technology that provides the outcome. For example, in the banking sector,

technical dimension encompasses the quality of ATM machines, credit cards, internal

banking, etc. he describes that functional quality consists of interpersonal relations

and interactions between employees and customers, appearance , personality and

approachability of service personnel, and all that affects the way a service is delivered.

Lawis noted that corporate dimension is expected to be built by the technical quality

dimension, and the functional quality dimension.

15

Another school of thought on three- dimensional construct of service quality is

that of Lehtinen and Lehtinen (1991). According to them service quality is a

three-dimensional concept and the dimensions include physical quality, interactive

quality and corporate quality. In the opinion of Lehtinen and Lehtinen (1991) the

physical quality consists of how customers perceive the physical environment within

which service is obtained and mentioned tableware in a restaurant as an example.

In hotel industry, example of the constituent of physical quality dimension could

be the design of the hotel and all the facilities and machines used in the service

process. They explained interactive quality as the extent to which interactive style of

service providers meets the participation style of customers. They also describe

corporate quality as customers’ evaluation of corporate image of service providers.

Previous studies have suggested that service personnel play an important role in

customers’ evaluations and perceptions of service quality (Bebko and Sciulli, 2009;

Heskett et al., 1994, Mattson, 1994; Tansuhajm et al., 1988)

Because services are inherently intangible and characterized by inseparability

(Bateson 1989; Lovelock 1981; Shostack 1977), the interpersonal interactions that

take place during service delivery often has the greatest effect on service quality

perceptions (Bitner; Booms, and Mohr, 1994) Bowen and Schneider 1985; Gronroos

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1982; Hartline and Ferrell 1996; Suprenant and Solomon 1987). These Interactions

have been identified as the employee- customer interface (Hartline and Ferrell 1996)

and key element in a service exchange (Zepiel 1990). Their significance is captured in

Suprenant and Solomon’s (1987) suggestion that service quality is more the result of

process than outcomes.

The SERVQUAL instrument has been widely used in the marketing literature in a

variety of sectors, including leisure related organizations, such as hotels (Ingram and

Daskslakis, 1999; Oh, 1999), travel agencies (Luk, 1997), parks and recreation

(Mckay and Crompton, 1990), tourism attractions / resorts (Bigne et al., 2001),

Leisure/sport centre’s (Howart et al., 1999; Lentell, 2000), and also in the banking

sector.

A study on customer perception in the Banking industry by (Hema Bhalakrishnan)

indicated that banking operations are becoming increasingly customer dictated. Thus

the ability of the banks to offer clients access to several markets for different classes

of financial instruments has become a valuable competitive edge.

It furthered on to say that with phenomenal increase in a country’s population and the

increased demand for banking services, speed, and service quality and customer

satisfaction are going to be key differentiators for each bank’s future success.

Therefore it was imperative for banks to get useful feedback on their actual response

time and customer service quality aspects of retail banking, which in turn will help

17

them take positive steps to maintain a competitive edge.

Service quality assesses the performance of products and services from a

customer’s perspective (Manjunatha and Shivalingaiah, 2004). Thus the customer

plays a pivotal role in determining the level of satisfaction with a given product or

service. Service has been recognized as an effective tool for a competitive advantage

(Veron, 2007), which is why much attention is currently focused on it.

Examining service quality across small, medium and large hotels in Scotland, Briggs

et al. (2007) note major inconsistencies in service quality performance across the

sector. The study further suggest that most customers are not in fact overly demanding

and are satisfied with a personal service that represents value for money and provides

accurate information. The main difference between excellent and poor service for

them relates to the absence of the personal touch and how stuff deal with their

complaints (Briggs et al., 2007).

Taking into account the Irish hotel industry, Keating and Harrington (2003) suggest in

their study that many quality programs fail from lack of commitment on the part of

senior ad middle management, and front-line employees.

Wuest et al. (1996) defined perceptions of a hotel attributes as the degree to which

travelers find various services and facilities important in promoting their satisfaction

18

with the hotel stays.

Service quality has been identified as a key element of success in attracting repeat

customers in the hotel industry (Heskett et al., 1994) and is often valuable in

distinguishing itself from competitors to gain a competitive advantage in the service –

oriented world (Rapert and Wren, 1998).

Sultan and Simpson (2000) demonstrated empirically that there are significant

differences in service quality expectations and perceptions based on nationality as

well as overall perceptions of service quality

It is also suggested that irrespective of efforts positioned into producing quality

service, it is the perceptions of customers that really matter (Getty and Getty, 2003).

Hence there seems to be a need to study hotels’ customer perceptions.

2.1.3. Service Quality and Customer Perception

The main function a hospitality organization’s members must perform is the

delivery of quality service to its customers. Service quality has been defined as how

well a customer’s needs are met, and how well the service delivered meets the

customer’s expectations. Customer perception is an important component of our

relationship with our customers.

Gronroos (1984) indicated that the perceived quality of service is dependent on a

comparison between expected and perceived service, and is thus the outcome of a

19

comparative evaluation process.

Parasuraman et al. (1985) defined “service quality “as the degree and direction of

discrepancy between a customer’s perceptions and expectations.

Barsky (1996) suggests that the customers may be excellent sources of information

for management on how the organization can provide quality service.

Through surveys and focus groups, customers can help management to determine

which service areas are most in need of improvement.

Customer perceptions are influenced by a variety of factors. Besides the actual

outcome – i.e. did the product or service deliver the expected function and did it fulfill

the customer’s need- the whole process of consumption and all interactions involved

are of crucial importance.

Customer perceptions are dynamic. First of all, with the developing relationship

between customer and company (hotel), his perceptions of the hotel and its services

will change, thus altering his or her perception of the best offer around.

2.2. Overseas student in China

The expression “international students” is a broad categorization which subsumes

a high level of diversity, for instance in cultural, linguistic, religious, pedagogical,

social and vocational backgrounds; in age, level of study, personal circumstances and

20

financial means; in tastes, preferences, needs and interests; and in personal

motivations for, and expectations of, studying abroad.

According to Wikipedia (Free Encyclopedia), typically, an international student is

simply a student from another country.

They are often times referred as overseas students. For the purpose of this research,

the term “international student” will serve the same purpose as “overseas student”.

According to Organization of Economic Cooperation and Development (OECD),

international student are those who travel to a country different from their own for the

purpose of tertiary study. Despite that, the definition of international students varies in

each Country in accordance to their own national education system.

People’s Republic of China refers international students as an individual of foreign

nationality, who has never held a nationality status from the Republic of China and

who does not possess an overseas Chinese student status at the time of his/ her

application.

Australia, “International students” are defined as those studying onshore only with

visa subclasses 570 to 575, excluding students on Australian funded scholarships or

sponsorship or students undertaking study while in possession of other temporary

visas.

United States of America, “International student” are defined as students who are

enrolled at institutions of higher education in the US who are not citizens of the US,

21

immigrants or refugees.

Based on the above, international students are basically referred to those students

studying in foreign educational institutions outside their Country of origin. This

includes either those doing the long term or the short term programs.

International student carry certain characteristics that make them very unique,

such characteristics include; having diverse knowledge worldwide, comprehending

international dimensions, communicating effectively in another language and / or

cross-culturally, exhibiting cross-cultural sensitivity and adaptability and carrying

global competencies throughout life.

China, Malaysia and Singapore are the emerging destinations for international

students. These three countries have combined share of approximately 12% of the

global student market with somewhere between 250,000 and 300,000 students having

decided to pursue higher education studies in these countries during the year

2005-2006.

The number of foreigners studying in china has been rising approximately 20%

annually since the reform and opening period began. This makes China the world’s

sixth- largest study abroad destination.

The number of international students opting to study in China has only increase in the

recent past. Introduction of new study reforms to facilitate international students and

handing out of scholarships to deserving candidates from various countries has also

22

contributed towards China’s aim to attract as many international students as possible.

Students from African countries have increased considerable in the recent past due to

Chinese government scholarship program.

As China understands the need to provide quality education to attract more

international students, universities there just encourage students to join educational

institute to pursue masters and doctoral degrees.

Some universities have started to offer courses directly in foreign languages to make

it easier for international students to study in China. With the country’s rich and

diverse culture, adding valuable inputs to a student’s perspective, more and more

international students from various parts of the world are choosing to study in China,

knowing and understanding new cultures, traditions and people.

2.3. Perception of Hotels in China

The fast growing tourism market has boosted China’s hotel development (WTTC

2006). The Chinese hotel industry has undergone a significant transformation within

the last two decades. Major cities like Shanghai and Beijing have blossomed with

high rise buildings and hotels that mirror the facilities and resources of their western

counterparts.

The hotel industry in China is considered to be one of the most important parts of

23

tourism and a symbol of “opening and reform”, which not only generates most of the

tourist revenues, but also contributes significantly to employment and acts as an

accelerator of economic and social development.

According a market research report (IBIS World, 2013) on hotels in China, in the

five years through 2013, the Hotel industry in China has been growing 6.9% on

average to an estimated $44.1 billion. However, growth has been volatile over the

period due to a number of macro-economic conditions like the global recession in

2009 and non-economic factors like natural disasters and strict visa limits during the

2008 Beijing Olympic Games. A particularly bright year for the industry was 2010,

due to the Shanghai Expo and the Guangzhou Asian Games, which resulted in a surge

in foreign tourists entering the county.

Pine and Phillips (2005) comment that the Chinese hotel industry has really only

existed from 1978 with the commencement of the ‘open door’ policy.

According to data derived from the China National Tourism Administration (2006) in

2005 there were 1,332,110 rooms distributed between 11,828 hotels.

Pine and Phillips (2005) again argue that hotels on the Chinese mainland lag

significantly behind their counterparts in Hong Kong, Macau, and Taiwan, and that

hotels owned by Chinese groups that operate both within and outside the People’s

24

Republic tend to outperform purely domestic operations due to a combination of

applying international best practices and knowledge of local conditions.

Yu (1995) has expressed that the concept of service was non-existent during the era

that Mao Zedong ruled China. Many hotel employees had service attitude problems

which drew constant complaints from international tourists. Further, Zhang (1987)

also pointed out that lack of education and training in tourism management was the

major reason for the problem of poor service in the hotel industry in China.

It is important to consider the international competitiveness of China’s hotel industry.

China has to compete for the same market with counterparts in the Asia-Pacific region,

such as Singapore, Hong Kong and Thailand, most of which are well established and

have a sophisticated hotel industry, with similar products but better service (Tisdell

and Wen, 1991)

In China’s bid to implement the guiding spirit of State’s Council’s opinions on

speeding up the development of the Tourism industry as well as other activities on the

development of star-rated hotels ordered by the State Council, a conference with the

aim to boost the development of tourist hotels and service quality of luxury hotels

across the country was held in Chongqing City on hotels and service quality of hotels

across the country on July 26 2010.

During the meeting, past achievements of the industry were summed up, problems

25

laid ahead were explored deeply, and a sweeping campaign, which is advocated by

the tourism administrative authority with the intention to boost service quality and

push up the transition and upgrade of the industry.

2.4. Overseas student perception of hotel service quality

The migration of international students is by no means a new phenomenon.

Schachner (1962:25), for example, refers to students in medieval times who “poured

in an increasing flood to the centers where they could literally sit at the feet of the

great teachers and absorb wisdom”.

To some extent the search for knowledge remains an important driver for international

movement in education today, but in other ways, motives, influences and indeed

origin and destination countries have changed radically.

The search for knowledge has been joined by a range of factors in driving growth.

These include: the perceived value of a foreign degree in terms of employment

enhancement (Pereda, 2006).

There has been much research on overseas or international student perception of

service quality in higher education however much has not been researched into

overseas or international student perception of hotel service quality. However there

seems to be some common factors that influence students’ perception both in higher

26

education and other service industries.

This seems to explain why to an extent, universities have increasingly involved in

defining service quality and measuring customer satisfaction in ways that are familiar

to service marketing specialists (Gronroos, 1984; Kotler, 1985), who themselves were

developing measures of service quality from the 1980s.

An empirical study conducted in Japan and Thailand with university students

identified a total of 10 factors of service quality which were grouped into three

categories of services such as (Gamage, et al, 2008): academic; nonacademic; and

facilities categories of service. In terms of the academic category, students considered

quality of academic staff, quality of programs, and university reputation as important

factors that influenced their perceptions service quality.

In the case of non-academic; financial assistance and tuition fees, counseling and

support services, job placement services, and grievance procedures contributed to

students’ perceptions of service quality. Finally with respect to facilities, students

considered physical plants and facilities, library and computing facilities and student

organizations as important factors in their perception of service quality.

A related study was done by Douglas et al. (2008) in the UK at Liverpool John

Moores University, the purpose of the study was to identify variables / determinants

of student perceived quality and the impact of those variables on student satisfaction

27

and/or dissatisfaction with the overall student experience.

Their findings indicated that responsiveness, communication and access are the

critical areas that education managers need to focus upon. For students, the main

sources of dissatisfaction are attitude, responsiveness, tangibles, teamwork,

communication, management, access and socialization.

A bigger change driven in part by the need for Universities to maintain numbers of

international students, particularly where these pay full tuition fees, has been the

recognition of such students as an important ‘market’ that needs to be satisfied in an

increasingly competitive world.

More recently, in a paper presented to the 1999 Australian International Education

Conference (Qinglin 1999) it was claimed that ‘full- fee paying international students

expect to be treated like customers and to receive high quality of service’.

The author agrees with the fact that overseas student are known to be a market

segment that are generally low budget travelers but also due to the fact that they, or

their families are normally paying full fees, may partly explain the extent to which

they are more critical of their experience and demanding (Pereda, 2006).

In other words, they are critical in demanding value for their money paid for services.

Van Der Wagen (1994, p.3), states that “individual customers have many different

perceptions which are influenced by their education, upbringing, experience and many

other factors”.

Hence based on these considerations from the literature, a conceptual model has been

28

developed using the five dimensions of service quality as possible factors that might

influence overseas student’s perceptions on hotel’s service quality.

2.4.1. Research Conceptual Model

A research conceptual model proposed for this study is Parasuraman, Zeithaml and

Berry (1988) Theory of the determinants of perceived quality. Here we propose this

conceptual model is been used as a theory and does not fall in the context of this

research.

Figure 2: Conceptual research model (Parasuraman, Zeithaml and Berry (1988))

Perceived Service

Reliability

Tangibility

Assurance

Responsiveness

Empathy

Overseas Students’ Perception of service quality

29

For the present study, we identify 21 items related to the five dimensions and

customer perception. (Table 1)

Table 1: Determinants and issues of service quality involved in the research

The physical structure of the hotel and facilities are visually appealing

The hotel has modern- looking equipment (air conditioner, furniture, elevator, Wi-Fi,

etc.)

The equipment of the hotel works properly without causing breakdowns

The atmosphere and equipment are comfortable and appropriate for purpose of stay

( toilet facilities, elevator, showers, beds and chairs, etc)

There are adequate and sufficient materials associated with the services (bathing soap,

towels, hand dryer etc.)

Food and beverages served are of good quality (hygienic)

Cleaning of internal areas of hotel is acceptable (guestrooms and bathrooms)

Information services are easily accessible (breakfast time, check-in and check-out

times, how to access and use facilities in guestrooms etc.)

Location of the hotel is easily accessible

The hotel provides its guests a safe and secure place

The hotel provides prompt services

Employees are always willing to assist and serve customers

Employees always treat guests in a friendly manner, with respect and are courteous

Employees have in-depth occupational knowledge (professional skills, etc.)

Getting information about the facilities and services of the hotel is easy (information

via phone, internet, directional signs etc.)

30

Employees can communicate effectively with guests in English or other languages

The hotel performs the services right the first time

Employees of the hotel appear neat and tidy (appearance, uniforms etc.)

The hotel resolves guest complaints satisfactorily

The hotel has operating hours convenient to all customers

31

CHAPTER THREE

METHODOLOGY

This chapter presents the methodology of the study. It covers the research design,

population sample and sampling techniques, data collection instruments, procedures

and method of analysis of the study.

3.1. Qualitative and Quantitative mixed method

Both qualitative and quantitative methods were used for collecting and analyzing

data.

However, Quantitative research is the main method used. Qualitative research method

was used for Semi- Structured Interview to gather questions for quantitative

questionnaire. The unit of analysis is individual, and the time horizon is

cross-sectional because the research is conducted specifically and in a short period of

time.

3.2. Research Design

The technique of personal interviewing was undertaken in order to reach the

objectives since it is the most flexible and productive method of communication,

enabled spontaneity, and also provided with: “The skill of guiding the discussion back

to the topic outlined when discussions are unfruitful” (Aaker & Day, 1990).

32

3.2.1. Interview design and Implementation

For the purpose of this project, semi-structured face to face interviews was

conducted. Interview questions were based on the five dimensions of service quality

in relation to how they perceive services rendered by hotels. 22 international students

in Beijing International Studies University and Communication University of China

were interviewed in the various campuses. The interview was conducted late October

2012 and each interview recording session lasted 20 minutes. Each interviewee was

asked 7 questions related to the five dimensions of service quality in relation to hotel

services. The responses were then encrypted into word format for easy analysis. The

result from the analysis was then tabulated to help identify the major issues. Below is

a tabulated analysis of the Interview responses

3.2.2. Interview data analysis

Table 2: Qualitative data from interview responses

No. Features of Reliability No. of times mentioned (total 22)

1. When management is able to keep

valuable items of customers/ guests for

safe keeping.

5

2. Providing the right requested food

service, laundry and other services right

on time.

4

3. Quick/fast and reliable checking –in

when guest arrive in hotel

3

33

4. Providing room services at odd times of

the night.

2

5. High quality customer service to keep

guest comfortable

3

No. Features of Tangibility No. of times mentioned (total 158)

6

Clean internal surroundings of the hotel

( bathrooms and guestrooms)

18

Interviewee A: “cleaning of guestrooms and

how often bed sheets, towels and toiletries

are replaced”.

Interviewee B: “Partitioning in bathrooms

must not be transparent and cleaning must

be effective”.

Interviewee C: “A clean and neat bath tub

and toilet”.

Interviewee D: “clean guestrooms and toilet

facilities must be constant”.

Interviewee E: “effective cleaning of the

hotel areas”.

Interviewee F: “I will prefer to sleep in a hotel room which is clean and smells fresh always”.

Interviewee G: interior and exterior areas of hotel must be clean always”.

7. Good eating area (Restaurant) and

quality food service

19

Interviewee A: “there must be at least two

restaurants available serving good quality

food”.

Interviewee B: “good food consisting of

both continental and Chinese dishes”.

Interviewee C: “food service must be of

34

good quality and include foreign dishes as

well”.

Interviewee D: “food served must be of

good quality and have continental dishes as

well.”

Interviewee E: there must be good quality

food served in restaurant of hotel

Interviewee F: restaurant of hotel must

include western dishes in its menu”.

Interviewee G: have a good restaurant and

food service must be of quality.

Interviewee H: food service must be

available always in restaurant”.

Interviewee I: food service must be of good

quality and food service area must be clean

always.

Interviewee J: restaurant must be accessible

always.

Interviewee K: restaurant menu must have

both international and Chinese version”.

8. Image of the hotel ( nice view, interior

and exterior decoration)

7

9. Telephone and internet/ WI-FI facilities

available, modern TV sets with various

international channels, secretarial

facilities/ business areas.

26

Interviewee A: there must be access to good

quality television with various international

channels.

Interviewee B: Access to good and fast

Internet (WI-FI)

Interviewee C: Television with other

international channels to choose from;

WI-FI connectivity must be available always

35

in all areas of the hotel

Interviewee D: Television, internet facilities

must be accessible and working properly.

Interviewee E: Internet facilities must be

provided in all guestrooms

Interviewee F: there must be WI-FI in all

guestrooms.

Interviewee G: there must be WI-FI

connectivity in the whole hotel.

Interviewee H: there must be flat screen

television in guestrooms; telephone and

internet facilities must be available and

accessible

Interviewee I: telephone facilities must be

available.

Interviewee J: WI-FI and telephone facilities

must be in good use and accessible always

10. Good/ comfortable/ luxury facilities

like shower, bath, toilet, warm

guestrooms, sound-proof guestrooms,

comfortable beds, separated toilet

facilities from bathroom facilities in

guestrooms, ventilated guestrooms,

laundry and gymnasium, swimming

pool facilities etc.

58

Interviewee A: “I Prefer hotel room with comfortable and big beds. Rooms without external noises coming in from either next rooms or outside”.

Interviewee B: “I prefer a hotel with luxury facilities like spa, Jacuzzi and a room that smells nice and bathroom partitioning must not be transparent”.

Interviewee C: “hotel with a good view, clean and tidy bathrooms and guestrooms must be well ventilated; toilet and bathroom must be

36

separated in guestrooms”.

Interviewee D: “laundry facilities must be of high quality and gymnasium must be easily accessible. Bath towels must be changed regularly”.

Interviewee E: “if the guestroom is a smoking room, I will prefer the room to have a balcony or the bathroom must have an extractor to make the room more ventilated”.

Interviewee F: “bath towels in a hotel guestroom must be regularly replaced with fresh ones and toiletries, bed sheets must be changed regularly”.

Interviewee G: “bathroom and toilet facilities must be separated in guestrooms so that two people in the same room can have access to the each facility separately”.

Interviewee H: “the size of the guestroom must be standard, not too small and not too big. Hot waters in guestrooms must be running always”.

Interviewee I: “hotel must have good facilities such as swimming pool, gymnasium, and it must be accessible always, water closet must be working properly”.

Interviewee J: “beds in guestrooms must be very comfortable and pillows must be soft and relaxing”.

37

Interviewee K: “size of bathrooms in hotel rooms must be big enough to allow free movement, and rooms must be well ventilated and clean”.

Interviewee L: “clean towels in bathrooms and clean bed sheets must be changed regularly; the bed and pillow must be comfortable”.

11. Appearance and attitude of staff at front

desk lobby (how knowledgeable staffs

are with information.

4

12. Availability of Information services 4

13. Availability of Transport services,

location.

8

14. Staff who would not steal guests’ items

in their guestrooms.

4

No. Features of Assurance No. of times mentioned (Total 44)

15. Staff who are approachable, courteous

and smile always to guests, showing

respect and kindness to guest.

21

Interviewee A: Staff who are kind to guests.

Interviewee B: staff who can easily

communicate in other international language

with me”.

Interviewee C: Nice and staff who always

smile at guests”.

Interviewee D: Staffs who do not stand idle

fidgeting with their mobile phones and

rather try to help guests”.

Interviewee E: Staff at the lobby being the

first point g contact must be approachable

and they must smile and greet guests in a

friendly but professional way”.

38

Interviewee F: staff who are willingly to go

an extra mile to help guests with complaints.

Interviewee G: staff who would not steal or

pick items of guests in rooms.

16. Good personnel who can communicate

in multi- languages with guest

17

Interviewee A: “personally, I think English

is one international language that

employees/ staff of hotel must acquire”.

Interviewee B: most of the hotels do not

have multi-lingual staff, making

communication very ineffective”.

Interviewee C: majority of hotel employees

cannot speak English and makes

communication very difficult”.

Interviewee D: No staff speaks English even

in some 4star Chinese hotels and it is very

uncomfortable”.

Interviewee E: because most employers

cannot speak, it makes it difficult to request

for something in the hotel.

Interviewee F: very few staff speaks English

in the hotel and even those who speak

English are not very fluent.

Interviewee G: some employees can write

but cannot speak English and most

foreigners cannot speak fluent Chinese .

17. Privacy in guestrooms 6

No. Features of Responsiveness No. of times mentioned (total 38)

18.

Housekeeping always enquiring if guest

needs any laundry services and other

additional services.

3

39

19. Staff who are willing and ready to assist

and help guests

13

Interviewee A: employees who will

immediately try to assist guests when I have

to go out to town, they provide directions

and routes for guests”.

Interviewee B: staff who see me carrying my

luggage and try to help me carry it to my

room

Interviewee C: staff who are willing to

provide services to me at odd hours, like

requesting for ice for my drink in the night

and staff helping me to get it.

Interviewee D: staff who are always ready to

assist in guest complaints and queries.

Interviewee E: staff who will always

approach me to ask if I need any assistance

20. When staff provide prompt service

delivery without delaying and

responding to guest needs

17

Interview A: during checking in and

checking out time, services must be prompt

without delay”.

Interviewee B: when request is made for

extra toiletries, housekeeping must

immediately provide

Interviewee C: fast and prompt checking in

and checking out of hotel

Interviewee D: when requested food is

brought on time by staff.

Interviewee E: when employees are fast to

respond to me should I have any problem in

my room.

40

21. Quick and fast checking –in and

checking out procedures

3

22. Fast delivery of food service in

restaurants

1

23. When services are readily available to

guests without reminding employees for

them

1

From table 2, the issues indicated in the interview table helped in identifying which

issues of the five dimensions of service quality to be included in the questionnaire

design. It was noted that from the interview session that empathy as a dimension was

not of importance to their stay in the hotel, because to them (international students)

they do not expect personalize services from the hotel. So in designing the

questionnaire, issues of empathy were not included.

3.2.3. Questionnaire design

The questionnaire is a series of questions methodologically asked for an

investigation. The development of a questionnaire allows the researcher to obtain

qualitative or quantitative data on the subject of research near the reference

population.

For this purpose, the questionnaires with the necessary explanations were randomly

distributed amongst overseas student in the selected higher educational institutions

around the Haidian districts and in Chaoyang district all in Beijing who have stayed

41

before in hotels within Mainland China. The information from questionnaires was

used for testing the questions.

The questionnaire selected for this study is structured closed type in which the

researcher wants to promote the responder to answer one of the five questions

prepared based on Likert Scale, 1 to 5 (5 is from the highest perception, whereas, 1 is

the lowest perception) by designing some special and purposeful questions from

interview responses (including the dimensions in Servqual model: Reliability.

tangibility, Assurance, Responsiveness,) and other options (overall perception).

It should be noted however that, questions on Empathy dimension were not included

in the questionnaire because from the initial interview responses, there were no

responses under Empathy.

The questionnaire used for this study contains 32 questions: 20 items for service

quality and 1 item for overall perception and 11 questions for the general information

of the respondent. It contains of three parts.

Part I: this section consists of various categories of descriptions about service quality

Part II: Overall perception

Part III: General Information of respondents

42

Table 3: An Overview of the determinants and issues involved in the research

Number of

items

Dimensions & corresponding attributes and personal information

9 Tangibility attributes

Question 1- 7

Question - 9

Question - 18

2 Reliability attributes

Question - 11

Question - 17

4 Assurance attributes

Question - 10

Question - 12

Question 19 -20

5 Responsiveness attribute

Question 8

Question 13 - 16

1 Overall quality perception

(part 2) Question 21

11 Respondent Identification

(Part 3)

Question 1 - 11

43

3.2.4. Sample

Population means all elements and people who share one or some common

quality in a special geographical scale. The population target for this research is

overseas students (guests) from the higher educational institutions around Haidian

district and the university village in Chaoyang district all in Beijing who have lodged

in hotels in mainland china.

The target respondents of this study are overseas students, both male and female from

higher educational institutions around Haidian district and within the university

village in Chaoyang district all in Beijing who have lodged in hotels in mainland

china during the period of study.

In this research, attribute random sampling method has been used for the selection of

the sample representing the population. A total of (200) questionnaire has been spread

plus interview.

3.2.5. Data collection tools

For the purpose of this research, and in order to achieve a balance and synthesis

of the viewpoints about the study, both primary data through interview, questionnaires

and secondary data has been collected.

The secondary data information to be gathered for the proposed study consists of

books, journals, internet, newspaper articles and any available market analysis reports.

The secondary data will contribute towards the formation of background information,

44

needed by both the researcher in order to build constructively the project and the

reader to comprehend more thoroughly the survey outcome.

The researcher randomly distributed the questionnaire to campuses of various

universities in Haidian and Chaoyang district for overseas student. A total of 200

questionnaires were handed out. The data was collected from December 20th to

January 23rd 2013 by self administration.

Amongst the returned questionnaires, there were 187 completed questionnaires, 5

invalid questionnaires and 8 were not returned.

3.3. Analytical approach

Data collected in this study was analyzed using descriptive-inferential statistics

and SPSS (statistical package social science). In using descriptive statistics, data was

analyzed using statistical indexes such as frequency, percentage and average. Factor

analysis was performed on responses from the questionnaire using Likert scale.

Finally an analysis of variance (ANOVA) was employed to test whether differences in

the factors that were identified.

45

CHAPTER FOUR

RESULTS AND FINDINGS

This Chapter presents the findings and results of this study consisting of the personal

data of the respondents, level of overseas student expectation and perception, and the

factors that will influence perception of hotel service quality in Mainland China.

Participants of this study consisted of 187 overseas student who are currently studying

in Universities within Haidian and Chaoyang district and have stayed in a hotel within

mainland China. The researcher used the random sampling method to select

respondents.

4.1. Descriptive analysis

Descriptive analysis will be used to describe the personal data of respondents

such as; number of males and females involved in this research, country of origin,

mean age etc, and it will also be used to examine the form of the data, whether the

data is normal distributed.

The analysis process consisted of analyzing the frequency distribution of the variables

which were used in order to identify the respondent’s profiles and to examine the

form of the data.

Table 4 shows that male overseas student (50.3%) stayed in hotels as compared to

46

female students (49.7%).

Table 4: Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid MALE 95 50.3 50.3 50.3

FEMALE 94 49.7 49.7 100.0

Total 189 100.0 100.0

Table 5 shows (52.9%) of the respondents between the ages of 19 and 24 years,

(33.9%) are within 24 -30 years, (11.1%) are between 30 -35 years, (2.1%) for 35 and

above while 19 years and below were (1.6%).

Table 5: Age

Frequency Percent Valid Percent Cumulative Percent

Valid 19below 3 1.6 1.6 1.6

19-24 97 51.3 51.3 52.9

24-30 64 33.9 33.9 86.8

30-35 21 11.1 11.1 97.9

35above 4 2.1 2.1 100.0

Total 189 100.0 100.0

In terms of nationality (Table 6), respondents were grouped into continents; largest

respondents (31.2%) were from Africa, (27.0%) Asia, (17.5%) Europe, (16.4%) South

America, (4.2%) North America, (3.7%) from Australia and Pacific.(table below)

47

Table 6: Nationality

Table 7 shows undergraduate student constitute 43.9%, 39.2% are pursuing

postgraduate programs, 14.3% are in the category of exchange and short course

student (6months – 1 year program) and 2.6% are pursuing their doctorate degrees.

Table 7: Category of student


Valid undergraduate 83 43.9 43.9 43.9

postgraduate 74 39.2 39.2 83.1

doctorate 5 2.6 2.6 85.7

exchange student 27 14.3 14.3 100.0

Total 189 100.0 100.0

Table 8 shows respondent’s educational background, 71.4% had their bachelor’s


Valid Asia 51 27.0 27.0 27.0

Africa 59 31.2 31.2 58.2

Europe 33 17.5 17.5 75.7

North America 8 4.2 4.2 79.9

South America 31 16.4 16.4 96.3

Australia& Pacific

7 3.7 3.7 100.0

Total 189 100.0 100.0

48

degree, 12.2% had their master’s degree and 15.3% had high school education whilst

a very small percent of 1.1% already had their PHD. (Table 8 below)

Table 8: Educational qualification

TABLE 8 EDUCATIONAL QUALIFICATION (EDUQUA)


Valid HIGH SCHOOL 29 15.3 15.3 15.3

BACHELOR 135 71.4 71.4 86.8

MASTER 23 12.2 12.2 98.9

PHD 2 1.1 1.1 100.0

Total 189 100.0 100.0

Table 9 indicates that the distribution of the monthly allowance had 43.9% spending

$250 - $300, 20.1% had $300 -$ 400, followed by 18.5% $300-$400, and 17.5%

spending $150- $200.

Table 9: Monthly allowance for spending

TABLE 9 MONTHLY ALLOWANCE FOR SPENDING (MASP)


Valid US$150-200 33 17.5 17.5 17.5

US$250-300 83 43.9 43.9 61.4

US$300-400 35 18.5 18.5 79.9

US$450 OVER 38 20.1 20.1 100.0

Total 189 100.0 100.0

Table 10 shows duration of study. It was classified into four categories. 6 months, 1

year, over 2 years and over 3 years. 46.6% were studying for 3years and over, 32.8%

were studying for 2 years and over, 15.9% had 1 year and 4.8% were in the category

of 6 months of study.

49

Table 10: Duration of Study

TABLE 10 DURATION OF STUDY (DURST)


Valid 6 MONTH 9 4.8 4.8 4.8

1YEAR 30 15.9 15.9 20.6

OVER YEAR 262 32.8 32.8 53.4

OVER3 YEAR 388 46.6 46.6 100.0

Total 189 100.0 100.0

The findings show that Chaoyang district had the largest respondent rate of 64.0%,

whilst Haidian district had 36.0%.The various universities were grouped in to two

districts.

Table 11: District of School

TABLE 11 NAME OF SCHOOL ( DISTRICT)


Valid CHAOYANG 121 64.0 64.0 64.0

HAIDIAN 68 36.0 36.0 100.0

Total 189 100.0 100.0

Table 12 indicates the frequency of respondents staying in hotels. 39.7% responded to

visiting hotel once or twice a year, 30.2% visits 3-5 times within a year, 18.0% visits

less than once a year and 12.2% frequently visits five times or more within a year.

(Table below)

50

Table 12: Frequency of Stay in Hotels

TABLE 12 FREQUENCY OF STAY IN HOTELS (FSH)


Valid LESS THAN ONE YEAR 34 18.0 18.0 18.0

ONCE OR TWICE A YEAR 75 39.7 39.7 57.7

3-5TIMES 57 30.2 30.2 87.8

5 TIMES MORE 23 12.2 12.2 100.0

Total 189 100.0 100.0

Table 13 shows that 33.3% will pay 300 Yuan, scoring the highest, 30.7% fall within

the category of 150- 200 Yuan, 23.8% in the category of 350 -500 Yuan , 9.0% will

pay 100Yuan and below and 3.2% will pay 600 Yuan and more.

Table 13: Price for a Night Stay

TABLE 13 PRICE FOR A NIGHT STAY IN HOTEL (PNSH)


Valid 100 BELOW 17 9.0 9.0 9.0

150-250 58 30.7 30.7 39.7

300 63 33.3 33.3 73.0

350-500 45 23.8 23.8 96.8

600MORE 6 3.2 3.2 100.0

Total 189 100.0 100.0

51

Table 14: Mean Ranking for Perception of Service Quality

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

PQS 189 1 5 3.36 .698

p1 189 1 5 3.49 .903

p2 189 1 5 3.58 .900

p3 189 1 5 3.66 .996

p4 189 1 5 3.69 .953

p5 189 1 5 3.62 .985

p6 189 1 5 3.39 1.064

p7 189 1 5 3.60 .987

p8 189 1 5 3.47 .997

p10 189 1 5 3.87 .965

p11 189 1 5 3.62 1.063

p12 188 1 5 3.51 1.190

p13 189 1 5 3.60 1.133

p14 189 1 5 3.25 .932

p15 189 1 5 3.29 1.079

p16 189 1 5 2.50 1.119

p17 188 1 5 3.35 .885

p18 189 1 5 3.73 .954

p19 189 1 5 3.34 1.073

p20 189 1 5 3.60 .938

Valid N (listwise) 187

(N= Very low; M= Very High)

4.2. Exploratory factor analysis

Factors that influence overseas student perception on hotel service

quality.

Exploratory factorial analysis was undertaken on the variables referring to

52

perception of service quality with the aim of reducing their dimensions and

identifying the set of underlying factors that summarize the essential information in

the variables.

Before factor analyzing, a reliability test was conducted to see how reliable the data

was for factor analysis. (Scale item is reliable if the Cronbach alpha value is 0.7 or

better). However it was realized that out of the 20 items, item p9 scored higher than

the Cronbach’s alpha, so it was removed from the data making the total item variables

19 in all. (See table 15)

Table 15: Reliability Item – Total Statistics (without item p9)

Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted

Corrected

Item-Total

Correlation

Cronbach's

Alpha if Item

Deleted

p1 62.49 139.241 .515 .918

p2 62.41 139.297 .518 .918

p3 62.34 135.579 .628 .916

p4 62.30 136.856 .597 .917

p5 62.37 139.266 .466 .919

p6 62.60 133.069 .688 .914

p7 62.39 134.776 .669 .915

p8 62.52 135.531 .628 .916

p10 62.11 138.315 .520 .918

p11 62.36 138.349 .464 .920

p12 62.48 132.391 .631 .916

p13 62.39 131.625 .698 .914

p14 62.74 136.428 .637 .916

p15 62.71 136.650 .531 .918

p16 63.48 135.466 .549 .918

p17 62.64 136.340 .674 .915

p18 62.26 137.108 .587 .917

53

p19 62.66 133.151 .684 .914

p20 62.39 138.132 .552 .918

The 19 variables item scored a higher Cronbach alpha of (.921) with lesser scores of

all other variables, making the data reliable. (See table 16)

Table 16: Reliability Statistics

Reliability Statistics

Cronbach's Alpha N of Items

.921 19

The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy used to test whether

the partial correlations among variables are small. The KMO measures the sampling

adequacy and is used to check the appropriateness of factor analysis. For the purpose

of this research, the results of KMO should be above .5 and the test of it significance

value must be .05 or less for continuation of factor analysis.(Table below)

Table 17: KMO and Bartlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.914

Bartlett's Test of Sphericity

Approx. Chi-Square 1721.860 df 171 Sig. .000

54

The 19 variables were then analyzed. For the purposes of optimizing and checking the

stability of the solution, the data was run twice with principal components analysis

and Varimax rotation analysis. The choice of the three –factor solution (see Table 18)

was based on the following criteria:

l The Eigenvalues for all factors were greater than 1.00

l The total variance explained was 57.519%

l Variables with weightings below 0.4 were excluded.

Table 18: Extracted factors of service quality and their respective scale items Dimension(Factors) Loadings % of Variance

1. Physical quality P1 – 0.747

P4 – 0.727

P2 – 0.725

P7 – 0.690

P6 – 0.676

P3 – 0.630

P18 – 0.536

P5 – 0.495

P10 – 0.481

41.830

2. Function quality P15 – 0.784

P8 – 0.720

P16 – 0.693

P11 – 0.675

P20 – 0. 596

P14 – 0.457

9.682

55

3. Interactive quality P12 – 0.819

P13 – 0. 730

P19 – 0. 573

P17 – 0. 570

6.006

Total 19 57.519

The three factors that were identified as the most important factors identified by

overseas student can be labeled as Physical quality, Function quality and

Interactive quality.

The first factor (see table 18) extracted was composed of nine attribute statements and

labeled as “Physical” based on the statements such as visual appealing of physical

structure of hotels, modern looking equipments, comfortable atmosphere and

equipment, etc. the other statement were related since they emphasized the physical

elements of hotels. This factor had the highest Eigenvalue (7.948) and explained

41.830% of the variance.

The second factor, “Function”, was composed of six attribute statements such as

information services are easily accessible, hotel provides prompt services, employees

communicate effectively with guests , hotel has operating hours convenient for guests,

etc. This factor had an Eigenvalue of (1.840) and explained 9.682% of variance.

The third factor, “Interactive” was composed of four attribute statements which

56

included employee’s willingness to assist guests, employees treating guests with

respect and courtesy, hotel performing the services right and solving guest complaints

etc. it’s Eigenvalue had (1.141) and explained 6.006% of variance.

TABLE 19: Overall Perception of Hotel Service Quality

3 New factors Variables Mean

Physical Quality

P1

P4

P2

P7

P6

P3

P18

P15

P10

3.49

3.69

3.58

3.60

3.39

3,66

3.73

3.62

3.87

Total mean score 3.62556

Function Quality

P15

P8

P16

P11

P20

P14

3.29

3.47

2.50

3.62

3.60

3.25

Total mean score 3.28833

57

Interactive Quality

P12

P13

P19

P17

3.51

3.60

3.34

3.35

Total mean score

3.45

4.2.1. Hypothesis and proposed research model

From the new extracted factor analysis we came with the following hypothesis,

¨ H1: Physical quality has positively influence on perception of overseas student

on hotel Service quality

¨ H2: Function quality has positively influence on perception of overseas

student on hotel service quality

¨ H3: Interactive quality has positively influence on perceptions.

Figure 3: New Research Conceptual Model

PQS overseas student

percepLon of hotel service

quality

H3 interacLve quality

H1 Physical quality

H2

FuncLon quality

58

4.3. Regression analysis

A regression analysis test, showing a model created to indicate three predictor

variables: regression factor 3, regression factor 2 and regression factor 1 which were

requested were entered forming the independent variables and PQS being the

dependent variable was removed.

Table 19 indicates the model summary table; it is done to test for the suitability of

testing the model. R equals (.609) sums up to be the square root of R-Square been an

overall measure of the proportion of the variation in the (PQS). Its score of 37.1% of

the variation (and not the variance) was explained which is higher than .35 so we can

conclude that the number is suitable for regression analysis

Table 20: Model Summary

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .609a .371 .361 .551

a. Predictors: (Constant), REGR factor score 3 for analysis 4, REGR factor score 2 for

analysis 4, REGR factor score 1 for analysis 4

59

Table 21: Regression Analysis of factors of service quality perceptions and overall Perception of service quality

Coefficients

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig. B Std. Error Beta

1 (Constant) 3.348 .040 83.072 .000

REGR factor score 1 for analysis 4

.281 .040 .407 6.950 .000


.249 .040 .361 6.167 .000


.189 .040 .274 4.668 .000

By comparing the magnitude of the coefficients from the (table 21), we can conclude

that REGR factor 1 (Physical) has the largest beta and therefore more effect on

service quality perception.

Std.error of the estimate measuring the dispersion of the dependent variables

estimated around the mean. Our Std. error scored .551. But it must be noted that if the

Std. Error is more than 10% of the mean, it is high.

The Mean Squares present the Sum of Squares divided by their respective DF (10.945

and .304), and the F statistics which is the mean square (Regression) divided by the

mean square of (Residual) from the table gave us a 36.042.

4.3.1. Model of perception of service quality

The model developed here will be used to test our hypothesis.

Y = 0.407 x 1 + 0.361 x 2 + 0.274 x3 + 3.348

60

From the model above, Y is the dependent variable, (PQS) which is being predicted.

0.407 is the coefficient of Physical quality, 0.361 is the coefficient of Function quality,

0.274 is the coefficient of Interactive quality and 3.348 is the value being predicted to

have, when the three factors (physical, function and interactive) are equal to zero

Testing Hypothesis

In order to test the above hypotheses, regression analysis examined the antecedents of

the factors that influence student perception. Three dimensions of service quality

(Physical, Function and Interactive quality) as derived from the previous analysis are

independent variables, and customer perception is the dependent variable. (Table 21)

summarizes the result of the regression analysis.

Table 21 shows that the regression model is statistically significant in –estimating

perception (R² = 0.371, f = 36.042; p< 0.00). The R² value of 0.371 indicates that the

model explains 37.1% of the variance in overseas student perception.

Physical has the largest coefficient (0.407) followed by Function (0.361) and

Interactive with (0.274). These findings reveal that all three dimensions of service

quality perceptions (Physical, Function, Interactive) have a positive significant effect

on overseas student perception.

61

Figure 4: Hypothesis Analysis

PQS overseas student

percepLon of hotel service

quality

H1 Physical quality

β=.407

H2 FuncLon quality

β=.361

H3 InteracLve quality β=274

62

CHAPTER FIVE

CONCLUSION AND DISCUSSION

This chapter of the study presents the summary of findings, discussion, implications,

limitations and future research direction.

5.1. Conclusion

From the findings of the study, the following conclusions were drawn.

Overseas student, form service quality perceptions on the basis of their evaluations on

three factors namely Physical quality, Function quality and Interaction quality.

First and foremost, the nineteen (19) scale factors used for the study were found to be

reliable in examining the perceptions of service quality.

The findings revealed that all three factors have significant positive influence on

overseas student overall perception of hotel service quality, but the most influential

factor was found to be Physical quality which consists of (modern looking equipment

in hotel, comfortable atmosphere and equipment appropriate for purpose, good and

hygienic quality of food served, neat and groomed appearance of employees, visually

appealing facilities and physical structure of hotel and hotel providing safe and secure

place for guest.

63

Secondly, the findings revealed that the overall perception of overseas student on

hotel’s service quality in mainland China was moderate. The findings reveals that

perception (PQS) was (3.36) on the scale of 1 (very low) to 5 (very high) meaning

moderate as shown in (table 14).

Qualitative results derived for this research from interview responses suggests that

overseas students prefer and are attracted to physical facilities and visible facilities

and services which are included in the highest factor, physical quality This implies

that overseas student are a particular market segment who prefer and appreciate

facilities or services that can be visually seen in the hotel and pay least attention to

individual personalized services or services which cannot be seen physically. This can

be related to (Gamage, et al, 2008) study on university student, who identified 10

factors that will influence their perception. These were grouped into three categories

(Academic, Non-academic and facilities). Furthermore, with respect to facilities,

students considered physical plants and facilities, library and computing facilities and

student organizations as important factors in their perception of service quality.

5.2 New conceptual model

As indicated by Culiberg and Rojsek (2010), consensus about the nature and

dimensionality of service quality is still an issue. It could be attributed to various

factors including the nature of service, the type of service and the context of the study

such as Location and respondents characteristics.

64

In this study, service quality was proposed to have five dimensions, which are

tangibility, reliability, assurance; responsiveness and empathy (see (Parasuraman et al.,

1985). A factor analysis of the collected and analyzed data extracted three main

factors as the thesis already proposed. These factors are Physical quality, Functional

quality, and Interaction.

However, the findings of this research could not support SERVQUAL model of

Parasuraman et al., 1985). A new model- construct of three factors of service quality

was developed in this study consisting of Physical quality, function quality and

interactive quality. All the three extracted factors have a significantly positive

influence on overseas student perception of hotel service quality in Mainland China.

Moreover, this model is different from the theory of five dimensions of service quality,

due to the fact that, there is no aspect of empathy as a dimension in this model as

compared to previous research results on hotel service quality perceptions of

international tourist in China. Furthermore, this model can be supported by some

interview responses gathered for the qualitative part of the research when some

overseas student were interviewed as to what influences their perceptions on hotel

service quality;”what factors will influence your perception towards hotel service

quality”? Responses such as “Good facilities such as bath shower, appearance of

staff and physical surroundings of the hotel, accessibility to the hotel, staff who can

communicate effectively in English, good quality food, prompt services of hotel such

as checking in and checking out, employees willingness to assist customers,

comfortable beds and pillow, WI-FI and internet services readily available etc”.

65

From their responses, it can be realized that, there was no mention of issues related to

empathy as a dimension of service quality

This model unlike the service quality model of five dimensions which has been

adopted by most researchers and used to examine and measure international tourist

perception on hotel service quality with reliability and empathy greatly influencing

tourist perception, this new construct model has Physical quality with its contents

being identified with tangibility and assurance. This similarly supports three-

dimensional construct of service quality of Lehtinen and Lehtinen (1991). According

to them, service quality is a three-dimensional concept and the dimensions include

physical quality, interactive quality and corporate quality.

Interactive quality, the third factor which was extracted can also be related to

(Bateson 1989; Lovelock 1981; Shostack 1977) study on interpersonal interactions

that take place during service delivery having the greatest effect on service quality

perceptions.

The nature and features of the three dimension extract by this study is almost the same

as the original SERVQUAL model except some slight differences in the scale items in

few dimensions.

The findings discussed under this section provide an answer to research question two

(RQ2: “What factors influence overseas student perception of service quality in

Mainland China hotels?”)

From the above discussion the factors are three elements – Physical quality,

Functional quality and Interactive quality.

66

Regarding the proposed hypothesis;

¨ H1 Physical quality will positively have influence on perception of overseas

student on hotel Service quality

¨ H2: Function quality will positively have influence on perception.

¨ H3: “Interactive quality will positively have influence on perceptions.

The findings have shown that this hypothesis should be accepted.

5.3. Implications

The study had the following implications:

This research however has important theoretical contributions firstly, key

contribution of this research is that it provides a comprehensive research model of

overseas student perception for the hotel management, quality management, and

inbound tourism since overseas student are grouped under inbound tourism, however

service management will be the main focus.

Secondly, with this three new dimensions namely (physical, function and interaction)

derived within service quality, it will also improve, add and provide more literature on

overseas student perception on hotels service quality for further and future research

since much has not been researched within this context.

The findings furthermore has major practical implications for management of

hotel operations, CNTA (China National Tourism Authority), and DOE (Department

67

of Education)

It will help management of hotel operations to understand that instead of giving all

aspects of the service operation the same attention, they will need to identify “key

factors” and concentrate resources on these.

Secondly, because this research is in respect to a different customer segment, which is

overseas student, it can help hotel organizations to develop and formulate marketing

strategies to meet the needs of this specific market segment more effectively.

It will also help CNTA on how to better improve and develop tourism facilities and

sites that will attract overseas students to visit hence, improving and increasing high

tourism visitor receipts at tourist attraction sites.

Using these results of the study, DOE’s could plan effective marketing strategies to

target international students into the country in terms of their accommodation needs

and educational needs.

The following recommendations are made

Firstly, function quality was shown to be the lowest factor of overseas student

perception of hotel’s service quality. Therefore, hotel management should train

employees to be able to communicate effectively in other international languages

(English) and have in-depth occupational knowledge, make information about their

facilities and services easily available, and have operating hours convenient for all

customers. Management of hotel facilities must arrange multinational language

training (English) for all staff especially front desk and housekeeping to be able to

enhance effective communication with the numerous clienteles.

68

Secondly, physical and Interactive qualities are shown to be the strongest with

Physical showing much more influence on perception. Therefore, hotel management

should maintain the attributes of physical and Interactive service quality at the hotel.

5.4. Limitation

A research has ever been made without difficulties. For these reasons here are some

limitations.

Firstly, it was difficult getting previous study regarding overseas student perception of

hotel services.

Secondly, when questionnaires were distributed to respondents, it was difficult to

collect data in time. Some overseas student refused to participate in this survey and

moreover some did not fill questionnaires on time. If respondent were more willing to

offer feedback, the results would have been useful for improving service quality.

Thirdly, the study focus on only overseas students studying in Beijing thereby making

sample size small, a larger size perhaps might provide different results.

Last but not the least, survey was conducted in English language and quite a number

of Asian students could not partake in the survey making the sample size to be

reduced.

69

5.5. Future research direction

This research has provided hotel managers, stakeholders and tourism educational

planners’ important insights into elements that stand in the way of improving overseas’

student perception of service quality. There has not been any research on this theme in

China, particularly with overseas student perception on hotel service quality. Overseas

student may not be the main target market segment in the hospitality industry, but

from this research, there seems to be a growing number of international student

especially in China and who tend to use hotel facilities during their study, perhaps this

is due to the fact that China has got many historical and cultural attractions all over

and international students will definitely be attracted to visit such sites during the

period of study.

Hence the present study provides a basis for further research into the perception of

service quality in budget hotels in Mainland China.

Future research can also be conducted to explicitly conclude if the three factor

dimensions (physical, function and interaction) will play a bigger role in the

perception of service quality of international tourist in budget hotels.

70

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Appendix

75

Appendix 1: Service Quality Survey Questionnaire

Dear Respondent,

My name is Ama Akoto a post graduate student in the Tourism Management Department of Beijing International Studies University. I am

conducting a research to examine overseas student perception of service quality in Mainland China hotels, all the data from the survey will be

only used in teaching and research. Your cooperation will significantly increase my research quality. Please feel free to contact me in case there

is a need for further information; Email: [email protected] or telephone (+86-18710175203)

Please read the following general instruction and Privacy Act information before you answer the questions.

Thank you very much.

Department of Tourism Management, Beijing International Studies University

12/6/2012

GENERAL INSTRUCTION

The information from this survey is used to help independent researchers acquiring hotel service quality information. Your responses are voluntary. Please answer each of the questions to the best of your ability. Read each item thoroughly.

PRIVACY ACT INFORMATION

The information acquired from this survey is protected by Statistics Law of the People's Republic of China (adopted on May l5, 1996), the investigator is under obligation to protect privacy of the answers. The information will be only used for teaching and research.

Survey Supervisor （ signature ）

76

Questionnaire Part 1: Centre column (C) contains some attributes that customers would expect from a hotel. There are two scales on each side of this column, the one on the left marked (A) measures your expectation (before staying in the hotel) and the one on the right marked (B) measures your perceptions (after staying in the hotel). Please read each attribute first and then circle the numbers in both scales that indicates your judgments. The corresponding values for the numbers are shown at the top of both scales. This questionnaire was designed to explore your latest hotel experience in mainland China.

(A) (B) Before lodging into a hotel, how is your expectation to the attributes given in the centre column?

(C)

After staying in hotel, how is your perception to the attributes given in the centre column?

Very low

Low

Moderate

High

Very high

List of attribute

Very low

Low

Moderate

High

Very high

1

2

3

4

5

1. The physical structure of the hotel and facilities are visually appealing

1

2

3

4

5

1

2

3

4

5

2. The hotel has modern- looking equipment ( air conditioner, furniture, elevator, TV, Wi-Fi, communication devices etc)

1

2

3

4

5

1

2

3

4

5

3. The equipment of the hotel works properly without causing breakdowns (toilet facilities, elevator, showers, door locks etc)

1

2

3

4

5

1

2

3

4

5

4. The atmosphere and equipment are comfortable

and appropriate for purpose of stay (comfortable,

1

2

3

4

5

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clean beds, writing desk and chair, rooms, etc.).

1

2

3

4

5

5. There are adequate and sufficient materials associated with the services ( bathing soap, shampoo, clean extra towels, etc)

1

2

3

4

5

1

2

3

4

5

6. Food and beverages served are of good quality (hygienic)

1

2

3

4

5

1

2

3

4

5

7. Cleaning of internal areas of hotel is acceptable (guestrooms and bathrooms)

1

2

3

4

5

1

2

3

4

5

8. Information services are easily accessible (time for breakfast, checking-out time, how to access and use facilities in guestrooms)

1

2

3

4

5

1

2

3

4

5

9. Location of the hotel is easily accessible

1

2

3

4

5

1

2

3

4

5

10. The hotel provides its guests a safe and secure place

1

2

3

4

5

1

2

3

4

5

11. The hotel provides prompt services (checking-in and checking out)

1

2

3

4

5

1

2

3

4

5

12. Employees are always willing to assist and serve customers

1

2

3

4

5

1

2

3

4

5

13. Employees always treat guests in a friendly manner, with respect and are courteous.

1

2

3

4

5

1

2

3

4

5

14. Employees have in-depth occupational knowledge (professional skills etc)

1

2

3

4

5

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1

2

3

4

5

15. Getting information about the facilities and services of the hotel is easy (reaching information via phone, internet, etc., directional signs)

1

2

3

4

5

1

2

3

4

5

16. Employees can communicate effectively with guests in English or other languages.

1

2

3

4

5

1

2

3

4

5

17. The hotel performs the services right the first time

1

2

3

4

5

1

2

3

4

5

18. Employees of the hotel appear neat and tidy (appearance, uniforms and good grooming)

1

2

3

4

5

1

2

3

4

5

19. The hotel resolves guest complaints satisfactorily.

1

2

3

4

5

1

2

3

4

5

20. The hotel has operating hours convenient to all customers (E.g. time for breakfast, lunch etc)

1

2

3

4

5

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Part 2 This part measures your assessment of overall service quality about the hotel in relation to price. Please read the question and circle the number in the scale that indicates your judgment. Overall, how would you rate the quality of service you received in the hotel in relation to the price?

Very low

Low

Moderate

High

Very high

1 2 3 4 5

Part 3 Please tick the appropriate box below.

1. When did you last stayed / lodged in a hotel in Mainland China? 1month ago 3months ago 6 months ago 1year ago More than 1 year

2. You are : Gender

Male Female

3. Your age falls within following groups:

18 and below 19-‐24 25-‐30 30 -‐35 35 and above

4. Nationality ……………………………………………………………………………..

5. Category of student

80

Graduate Post graduate Doctorate Others (Please indicate…………………………………………………….)

6. Educational Qualification

High school Bachelor degree Master degree PhD

7. Monthly allowance for spending US$ 150-‐ 200 US$ 250-‐ 300 US$ 300-‐ 400 US$ 450 and over

8. Duration of study 3 years and more 2years and more 1 year 6months

9. Name of School you attend ……………….. ………. ………. ……. …………………............. ….. ……................................

10. . Frequency of stay in hotels Less than once a year Once or twice a year three to five times in a year Five times or more

11. How much would you pay for a night stay in a hotel?

600Rmb or more 500Rmb-‐350Rmb 300Rmb 250Rmb – 150Rmb 100Rmb and below

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Appendix 2: Interview questions

1. What factors will influence your perceptions towards hotel service quality?

2. What hotel could be called a high quality hotel?

3. What hotel service would you consider to be good service?

4. What facilities are good facilities in a hotel?

5. Which hotel employees would you consider to be good employees?

6. What do you think about the language ability of staff in hotels?

7. What are your basic needs of service in a hotel during your stay?

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Examining overseas student perception of hotels service quality in mainland china.

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