The impact of Service Quality on Customer

Satisfaction in Hotel Le Meridian, Dhaka

1|Page
 IUBAT-International University of Business Agriculture and Technology

Report on

The impact of service quality on customer satisfaction in hotel Le Meridian, Dhaka

Course Code: ART-203

Section: Q

Submitted To:
Hasanuzzaman Tushar
Assistant Professor
College of Business Administration

Submitted By:
Md. Taqi Tahmid
ID: 19111015
Program: BATHM

Date: 21.08.2022

2|Page
Abstract:

Service quality, customer satisfaction and customer loyalty have received a special attention

in the hotel industry. The aim of this study is to examine the correlation between service

quality and customer satisfaction. In hotel industry customer satisfaction is largely hooked

upon quality of service. A management approach focused on customer satisfaction can

improve customer loyalty, thus increasing the positive image of the touristic destination.

Hence, exploring the importance for customers of hotel attributes in hotel selection is in

dispensable. Research on the topic of guest satisfaction, which translates into the

consideration of whether or not customers will return to a hotel or advise it to other tourists,

is central to the success of the hospitality business. We discuss in this report qualitative

analysis of a large hotel Le Meridian in Dhaka. The analysis of this report evaluates the

overall customer satisfaction level for the hotel and for each service supplied. We will be

discussing the result and proposing improvement in service quality on customer satisfaction

of the hotel.

Keywords: Service Quality, Customer Satisfaction, Hotels, Le Meridian

3|Page
Introduction:

The research is about the topic of the impact of service quality on customer satisfaction in

hotel Le Meridian, Dhaka and impacts of using it in an organization. Le Meridien, Dhaka

Hotel is an International Chain hotel. Le Méridien is an upper-upscale, design-focused

international hotel brand with a European perspective. The products and services reflect the

Le Meridien Dhaka Hotel standard with fully selected premium rooms and cuisine offerings.

Service quality is a measure of how an organization delivers its services compared to the

expectations of its customers. Customers purchase services as a response to specific needs.

They either consciously or unconsciously have certain standards and expectations for how a

company's delivery of services fulfills those needs. A company with high service quality

offers services that match or exceed its customers' expectations (Editorial Team, 2022).

Service quality is critical to achieving important objectives such as building trust, increasing

satisfaction, and cultivating loyalty, all of which are recognized as critical factors in business

competitiveness and success. Quality Guest Service is the consistent delivery of products and

services which not only meets the expectations but also exceeds the expectations of guests. It

focuses on providing delightful hotel experiences that may last a lifetime. Customer

satisfaction is a business philosophy which tends to the creation of value for customers,

anticipating and managing their expectations, and demonstrating ability and responsibility to

satisfy their needs. Quality of service and customer satisfaction are critical factors for success

of any business (Gronoos, 1990; Parasuraman et al., 1988). As Valdani (2009) points out:

enterprises exist because they have a customer to serve. The key to achieve sustainable

advantage lies in delivering high quality service that results in satisfied customers (Shemwell

et al, 1998). Service quality and customer satisfaction are key factors in the battle to obtain

competitive advantage and customer retention. Customer satisfaction is the outcome of

customer’s perception of the value received in a transaction or relationship, where value

4|Page
equals perceived service quality, compared to the value expected from transactions or

relationships with competing vendors. (Blanchard & Galloway, 1994; Heskett et al., 1990;

Zeithaml et al., 1990).

Objectives of the Study:

The purpose of this study is that, there are two goals to this empirical study. First, the purpose

of this study is to look into the relationship between the forms of service quality and overall

customer satisfaction at Le Meridian, Dhaka, Bangladesh. Secondly, the goal of this research

is to come up with some innovative ideas for improving the service quality at Le Meridian,

Dhaka, Bangladesh.

Context of the Study:

Le Meridien, Dhaka Hotel is an International Chain hotel (Hotels, 2022). Le Méridien is an

upper-upscale, design-focused international hotel brand with a European perspective (Hotels,

2022). Air France established Meridien Hotels in 1972 (M. Ibrahim, 1994). The chain's hotels

offered accommodation for Air France flight crews in major hub cities, and the airline

promoted the chain and handled reservations for it (M. Ibrahim, 1994). The first Meridien

Hotels property was a 1,000-room hotel in the heart of Paris, the Hotel Meridien Paris, today

known as Le Méridien Etoile (M. Ibrahim, 1994). The products and services reflect the Le

Meridien Dhaka Hotel standard with fully selected premium rooms and cuisine offerings

(Hotels, 2022). It is located at Khilkhat -Nikunjo, the new business and commercial area of

Dhaka. It is only 1.2 miles (2.4) KM away from the International Airport (Hotels, 2022). Le

Meridien Dhaka Hotel offers 304 Rooms which are individually designed and furnished using

the finest materials (International, 2022). Although each one is unique, they all share the

same standard of comfort and elegance (International, 2022). All suites have climate control

air conditioning and offer the latest amenities and technology, including wireless broadband

5|Page
internet access (International, 2022). This magnificent property has been designed with the

objective of creating all modern and flexible facilities. All the guest rooms are equipped with

modern technology such as complimentary Wi-Fi, sound system, wake-up alarm system,

cable service, individually controlled air-conditioning system, electronic safety locker and

many more. Guest rooms are also facilitated by 40-inch full HD LED TV, Minibar

refreshment, local phone calls facility, coffee makers and modern bathroom amenities

(International, 2022). Guests are invited to enjoy a complimentary buffet breakfast every

morning. At Le Meridien Dhaka Hotel guest will find a 24-hour F&B and other department

service (Hotels, 2022).

Literature Review:

The customer's satisfaction is generated by comparing their prepurchase expectations of what

they would receive from the product to their subjective assessments of the performance they

did obtain (Oliver, 1980). Service quality is a major factor in the hotel sector where

businesses strive to provide high-quality services in order to achieve maximum client

satisfaction (Saleem & Raja 2014). The success or failure of a hospitality firm is determined

by the cumulative impact of service interactions in which consumers take part (Abdullah,

2018). Because services are intangible, it is difficult for suppliers to describe them and for

consumers to assess them (Ali et al. 2021). At the same time, the difference between a client's

expectation of a service provider and their appraisal of the services is referred to as service

quality (Saleh et al. 2021). Because the delivery of services in the hotel business almost

always involves people, it should focus on people management, especially on client-staff

interactions, also known as service encounters. If we consider the quality, Quality is focus on

what the customer considers to be of high quality (Abdullah & Abdul Rahman, 2015).

Expectations and quality standards are two factors that impact how consumers perceive

products (Anwar & Abdullah, 2021).

6|Page
Methodology:

In this research I will use both primary and secondary data to conduct my research. The

primary source of data for this study is a collection of structured questionnaires distributed to

randomly selected people. Official publications, records, text books, magazines, journals, and

published materials are used to compile secondary data. For this investigation, I will use

quantitative method for collect the data. To analyze the data acquired for the purpose,

statistical tools such as measures of central tendency and dispersion will be utilized.

Dear Participant,
I am conducting research on analyzing the factors of the impact of Service Quality on
Customer Satisfaction in Hotel Le Meridian, Dhaka. The questionnaire has highlighted some
questions based on the factors of service quality and customer satisfaction. Thank you so
much for agreeing to participate in this survey.
The information provided by you in this questionnaire will be used for research purposes.
Therefore, it will not be used in a manner which would allow identification of your individual
responses.
I believe this important information from you will help me to complete this research.

7|Page
The SERVQUAL scale uses 14 questions to measure the five dimensions of service quality:
Reliability, Tangibility, Empathy, Responsiveness, Assurance. Table 1 shows the original
version of the questionnaire.

Table: 01

Factors Items Strongly Slightly Neither Slightly Strongly

Agree Agree Disagree Disagree

Ability to deliver the

promised service
Reliability
Hotel equipment is always
functioning
Hotel staff are always
Responsiveness willing to help guest
Promptness of room
service
Guests feel safe and secure
while staying in the hotel
Hotel staff are
Assurance knowledgeable to answer
guests
Hotel staff have the proper
skill to perform requested
services
Hotel staff pay attention to
Empathy guests’ specific needs
Hotel staff take guests’
best interest at heart
Hotel has good looking
furniture, soft furnishings
and fittings
Hotel has comfortable
beds, furniture and fittings
Tangibles Hotel’s equipment and
facilities appear clean and
shiny
Everything in the room
works and is easy to use
Hotel ambiance is
attractive and has variety

8|Page
 Table 02 shows the Customer Satisfaction of the questionnaire.

Table: 02

Factors Items Strongly Slightly Neither Slightly Strongly

Agree Agree Disagree Disagree

How quickly did the hotel

staff respond to your
Services requests?
What level were you satisfied
with our hotel?
How affordable was your stay
at our hotel?
How well did the
housekeeping staff clean your
room?
Cleanliness How comfortable were your
and Comfort bed linens?
How clean was your room
upon arrival?
How delicious was the hotel
Quality of breakfast, lunch, dinner
the food service?
How pleased were you with
the quality of the food offered
at our hotel?
Overall, how friendly was the
hotel staff?
Overall, how polite was the
hotel staff?
Overall, how professional
Staff was the hotel staff?
performance
Overall, how quickly did the
hotel staff respond to your
requests?

Responses we got from participants:

9|Page
https://onedrive.live.com/edit.aspx?resid=5B8207F966FA3175!122&ithint=file
%2cxlsx&authkey=!AuO7trJdRnhgMfQ

10 | P a g e
Analysis:

The findings are provided, beginning with the demographic details of the survey participants
who were taken services from Le Meridian Hotel, Dhaka. After that, analysis and a thorough
discussion were held while taking into account the feedback from participants.

Demographic Characteristics:
In this study, 18 peoples participated, of which 77.8% were male respondents and 22.2%
were female. The age group of the participants is in the range of 18 to 40 years, where 13
participants were from age 18 to 25, and 5 participants were from age 25 to 30.

Factors that Influence Service Quality in Hotel Le Meridian, Dhaka

Reliability:
Reliability actually means the time of providing services is in accordance with the one
promised, such as the time of offering breakfast, lunch and dinner is in accordance with the
promised time. Here most of the people think that the hotel has ability to deliver the service
on time, and hotel equipment is functioning that’s mean easy to use. Here in reliability for
‘ability to deliver the promised service’ 55.6% are agree, 38.9% are strongly agree and 5.6%
are neutral. And for ‘hotel equipment is always functioning’ 77.8% are agree, 16.7% are
strongly agree and 5.6% are neutral.

Responsiveness:
Hotel's willingness and flexible to serve and help customers. Here most of the participants
agree about willingness and flexible service of staff and promptness of room service. In
responsiveness 66.7% are agree, 27.8% are strongly agree, 5.6% are neutral about ‘hotel
staffs are always willing to help guest’. And for ‘promptness of room service’ 61.1% are
agree, 22.2% are neutral and 16.7% are strongly agree.

Assurance:
The techniques and processes used to consistently check various components of a service
process or facility in order to find, fix, and guarantee that quality standards are being met. In
assurance most of the participants are satisfied about quality of Le Meridian, Dhaka but some
of them are not. Here about ‘Guests feel safe and secure while staying in the hotel’ 55.6%
are agree, 38.9% are strongly agree and 5.6% are neutral, for ‘hotel staff are knowledgeable

11 | P a g e
to answer guests’ 50% are agree, 27.8% are strongly agree, 16.7% are neutral and 5.6% are
disagree. And lastly about ‘hotel staff have the proper skill to perform requested services’
61.1% are agree, 22.2% are strongly agree, 11.1% are neutral and 5.6% are disagree.

Empathy:
Empathy basically refers to the ability to understand and share the feelings of others, such as
how hotel staff pay attention to guest. Here in factors of empathy ‘hotel staff pay attention to
guests’ specific needs’ participators answered 61.1% are agree, 33.3% are strongly agree,
5.6% are neutral, and in ‘Hotel staff take guests’ best interest at heart’ 44.4% are agree,
33.3% are neutral, 22.2% are strongly agree.

Tangibles:
Tangibles are the external appearance of hotel facilities and their accommodation and
restaurant facilities, like how hotels ambiance is, hotels furniture and fittings are comfortable
and easy to use or not. Here for ‘Hotel has good looking furniture, soft furnishings and
fittings’ we got result from participators 50% are agree, 44.4% are strongly agree and
5.6% are neutral. For ‘Hotel has comfortable beds, furniture and fittings’ 50% are agree,
44.4% are strongly agree, 5.6% are neutral. About ‘Hotel’s equipment and facilities appear
clean and shiny’ 66.7% are agree, 27.8% are strongly agree and 5.6% are neutral. For
‘Everything in the room works and is easy to use’ 77.8% are agree, 16.7% are strongly
agree and 5.6% are disagree. And lastly for ‘Hotel ambiance is attractive and has variety’
72.2% are agree, 16.7% are strongly agree and 11.1% are neutral.

Factors that Influence Customer Satisfaction in Hotel Le Meridian, Dhaka

Services:
The term services of hotel refer to the provision of lodging and related services, such as the
provision of meals, beverages, laundry, and communications services, to those who use the
lodging temporarily. Here we set the questionnaires of how quickly hotel staff respond to the
guest, satisfaction of service level and how affordable of the hotel is according to the service.
So, in services for ‘How quickly did the hotel staff respond to your requests’ 61.1% feels
good for the services, 22.2% are happy and 16.7% are okay. About ‘What level were you
satisfied with our hotel’ 72.2% feels good, 16.7% are okay and 11.1% are happy. And lastly
‘How affordable was your stay at our hotel’ 38.9%b feels good, 27.8% are happy, 27.8%
are okay and 5.6% are not satisfied.

12 | P a g e
Cleanliness and Comfort:
Cleanliness and Comfort is the understanding the importance of hygiene and sanitation, how
housekeeping staff clean the room, how comfortable the bed linens and components are, and
the ambiance of when the guest entered the room while check in. Here we got results for
‘How well did the housekeeping staff clean your room’ 72.2% feels fine and 27.8% are
happy. And for ‘How comfortable were your bed linens’ 66.7% feels fine, 22.2% are
happy and 11.1% are okay. And while checking in ‘How clean was your room upon
arrival’ 61.1% feels fine, 27.8% are happy and 11.1% are okay.

Quality of the food:

The quality of the food and service is defined as meeting or exceeding the expectations of the
customer as if promised by the hotel or restaurant. Here for Le Meridian Hotel, Dhaka people
respondent about ‘How delicious was the hotel breakfast, lunch, dinner service’ 72.2% like
the food, 16.7% feels great and 11.1% tell average. And for ‘How pleased were you with
the quality of the food offered at our hotel’ 66.7% feels fine, 22.2% are overjoyed and
11.1% are okay.

Staff performance:
How a member of staff fulfils the duties of their role, completes required tasks and behaves in
the workplace, it means measurements of performance include the quality, quantity and
efficiency of work of a staff. Here in staff performance for ‘Overall, how friendly was the
hotel staff’ 72.2% are agree, 22.2% are strongly agree and 5.6% are neutral. For ‘Overall,
how polite was the hotel staff’ 50% are agree, 22.2% are strongly agree, 22.2% are neutral
and 5.6% are disagree. About ‘how professional was the hotel staff’ 61.1% say good,
27.8% say professional and 11.1% are neutral. And lastly ‘how quickly did the hotel staff
respond to your requests’ 72.2% say good, 22.2% are happy about responses and 5.6% are
neutral.

13 | P a g e
Conclusion:
The research focuses on the effects of service quality usage in a hotel on customer
satisfaction at the Hotel Le Meridian in Dhaka. An organizations service quality can be
determined by comparing how well it meets customer expectations. Customers buy services
to address particular needs. They have criteria and expectations for how an organizations
service delivery meets their demands, either consciously or unconsciously. Quality of service
is essential to achieving important goals such as building trust, increasing satisfaction and
fostering loyalty, all of which are recognized as key factors in the competitiveness and
success of a business. Customer satisfaction is the result of the customer's perception of the
value received in a transaction or relationship, where the value is equivalent to the perceived
service quality, relative to the expected value, from transactions or relationships with
competing suppliers. (Blanchard & Galloway, 1994)

14 | P a g e
References:
Abdullah, N. N. (2018). Probing the Level of Satisfaction towards the Motivation Factors of
Tourism in Kurdistan Region. 5(6), 439-443. DOI: 10.21276/sjebm.2018.5.6.3
Abdullah, N. N., & Abdul Rahman, M. (2015). The Degree of Openness in Turkey's Public
Expenditure. International Journal of Administration and Governance, 12(1), 8-12.
Anwar, G., & Abdullah, N. N. (2021). Inspiring future entrepreneurs: The effect of
experiential learning on the entrepreneurial intention at higher education. International
Journal of English Literature and Social Sciences, 6.
Blanchard, R. F., & Galloway, R. L. (1994). Quality in retail banking. International Journal
of Service Industry Management.
Editorial Team, I. (2022). Service Quality: Definition, 5 Dimensions and Implementation.
Retrieved 15 June 2022, from https://www.indeed.com/career-advice/career-
development/service-quality
Heskett, J. L. (1990). Service breakthroughs. Simon and Schuster.
Hotels, D. (2022). LE MERIDIEN DHAKA HOTEL. Retrieved 15 June 2022, from http://le-
meridien-dhaka.dhaka-hotel.com/en/
International, M. (2022). Modern Hotels | Le Méridien Hotels & Resorts. Retrieved 15 June
2022, from https://le-meridien.marriott.com/
Lewis, B. R., & Mitchell, V. W. (1990). Defining and measuring the quality of customer
service. Marketing intelligence & planning.
M. Ibrahim, Y. (1994). COMPANY NEWS; Air France Sells Meridien Hotels to Forte
(Published 1994). Retrieved 16 June 2022, from
https://www.nytimes.com/1994/09/15/business/company-news-air-france-sells-meridien-
hotels-to-forte.html
Mei, A. W. O., Dean, A. M., & White, C. J. (1999). Analysing service quality in the
hospitality industry. Managing Service Quality: An International Journal, 9(2), 136-143.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of
Satisfaction Decisions. Journal of Marketing Research, Vol. XVII, November.
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction,
customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-
East Journal of Scientific Research, 19(5), 706-711.
Saleh, P. F., Ali, B. J., Akoi, S., Najmalddin, B., Ali, R. S.& Anwar, G. (2021). Factors
affecting the Success of Female Entrepreneurs in Kurdistan. International journal of
Engineering, Business and Management (IJEBM), 5.

15 | P a g e
Shemwell, D. J., Yavas, U., & Bilgin, Z. (1998). Customer‐service provider relationships: an
empirical test of a model of service quality, satisfaction and relationship‐oriented
outcomes. International journal of service industry management.
Valdani, E. (2009). Cliente & service management. Communicative Business, (1), 120.
Zeithaml, V. A., Parasuraman, A., Berry, L. L., & Berry, L. L. (1990). Delivering quality
service: Balancing customer perceptions and expectations. Simon and Schuster.

16 | P a g e