Page 52 - THEi Student Applied Research Presentations 2024

ANALYZING SERVICE QUALITY ON CUSTOMER
SATISFACTION IN HYATT CENTRIC HONG KONG

ABSTRACT Poster

RESEARCH BACKGROUND
To help the economic recovery from the COVID-19 pandemic, the Hong Kong hotel
industry needs to explore more methods to improve their service to attract customers.
This study adopted the SERVQUAL (Service Quality) scale to measure customer
satisfaction with the service provided by Hyatt Centric Hong Kong. The purpose of
the research is to identify whether there is a connection between service quality and
customer satisfaction and to explore how to heighten customer satisfaction by elevating
service quality. The Hyatt Centric Hong Kong is used as a reference hotel.
WONG KA WAI
METHODOLOGY
BA (Hons) in Hotel Operations A random sampling method is used to target the opinions of 150 guests who have
Management stayed at Hyatt Centric Hong Kong. A questionnaire is employed and divided into
Department of Hospitality and Business two sections. The first section is demographic questions (age, gender, education
Management level, marital status, and whether they have been to Hyatt Centric Hong Kong). The
second part concerns the five SERVQUAL dimensions, i) tangibles, ii) reliability, iii)
responsiveness, iv) assurance, and v) empathy, each consisting of five questions; and
HYPOTHESES customer satisfaction as a dependent factor measured by four questions. Participants
answer each item on a five-point scale from strongly agree to strongly disagree.
H1: There is a positive relationship between FINDINGS
tangibles and customer satisfaction. The research results show that the Tangible dimension has a significant negative

H2: There is a positive relationship between correlation with customer satisfaction. Reliability has an insignificant correlation with
reliability and customer satisfaction. customer satisfaction. This study also demonstrates that Assurance, Responsiveness,
and Empathy have significant positive correlations with customer satisfaction.
H3: There is a positive relationship between
responsiveness and customer satisfaction. ABOUT THE INVESTIGATOR
H4: There is a positive relationship between
assurance and customer satisfaction. My FYP supervisor is Miss Connie CHAN. As a student studying hotel operations, I
am passionate about the hospitality industry. I am interested in the intricate working
H5: There is a positive relationship between environment of hotels, from front desk management to guest experience optimization.
empathy and customer satisfaction. Through my studies and internship, I have developed a keen eye for detail and
exceptional service. My goal is to contribute to the success and innovation within the
hotel industry. I am eager to apply the knowledge and skills I have gained in real-world
settings and start my career in hotel management.

52 Student Applied Research Presentations 2024 Student Applied Research Presentations 2024