From the survey of hotels business documents, author was noticed that hotels in Vietnam are on the rise, accounting for an important position in the economy.
According to statistics from the General Department of Tourism, in 2015, “Vietnam's tourism continues having a very high growth rate with 7.9 million international tourists, and domestic tourists reached 26. 4 million, revenue from tourists reached 130 trillion, up. Expected in 2020, Vietnam will welcome 10 - 10.5 million international tourist and 47- 48 million domestic tourists and created 3,000,000 jobs”.
2.2 Overview of Hanoi tourism and hotels industry
According to the survey of CBRE Vietnam - property market research in Hanoi showed that, by the end 2012, Hanoi hotel industry have total 8,200 rooms, up 7.7%
compared to 2011 also this research show that “there are more than a half of hotel supplier concentrated in two districts: Hoan Kiem and Ba Dinh (11 hotels 4-5 stars and 25 3-star hotel)”. With the orientation to become a tourist center of the country, Hanoi is focusing on the tourism market. Along with the strong investment in infrastructure for tourism, the number of hotels is increasing year by year. However, through literature survey, author found that the quality of hotels service in Hanoi still considered a weak point of the Hanoi tourism sector (Vneconomy.vn).
2.3 Tourist satisfaction with hotel service
The term of “tourist’s satisfaction” derived from the term of “customer satisfaction "in the field of Marketing. According to Ha (2011), customer satisfaction depends on the feeling about product compares with expectations of customers. If satisfaction is lower than expectation, the buyer is not satisfied; if expectation is appropriate, customer will be satisfaction. To measure customer satisfaction with the product/service, it is based on a comparison between the products/services feeling and service expectations.
Satisfaction survey is “one of the most essential tools that used to collect information related to the opinions of tourists on hotels” as showed by Barsky & Labagh (1992)”.
The researchers used the model of “expectations met ", this model weighs the importance of specific properties, and concluded that the positive relationship satisfaction ready to go back to the hotels and tourist attractions. The direct impact of the model based on satisfaction related to the response of consumers to improve
product quality. Chen & Tsai (2007) has conducted research on the choice of destination and hotel, showed that satisfaction is an extension of the general joy or satisfaction of tourist and satisfaction is often the result of the trip experience and expectations. For further testing, Chi & Qu (2008) with a similar conclusion:
“satisfaction with attributes (operating in the same manner as the perceived quality) is a prerequisite for overall satisfaction, satisfaction with individual attributes and overall satisfaction are two determinants of loyalty”. Awareness the importance of satisfaction in tourism development, the study applies the theoretical of SERQUAL model (Service Quality) of Parasuraman et al (1988) to assess the level of tourist satisfaction;
analysis of factors affecting satisfaction and proposes solutions to improve the tourist satisfaction with hotel services in Hanoi.
SERVQUAL (Parasuraman et al, 1988) has been considered as the best measurement of the service quality. Nearly two decades later, many researchers have focused efforts to prove the effectiveness of the SERVQUAL. Parasuraman et al, (1994) continuous testing and review different theories, and said that the scale SERVQUAL achieve reliability and value. SERVQUAL measuring service quality based on the perception of the customers using the service.
2.4 Service quality model
SERVQUAL is including two sections of scales with 22 statements. The first section in order to determine the customer's expectations for this type of business services in general. The second part is to identify the customer's perception of the services performance. This is based on specific services businesses surveyed to assess. Results of research in order to realize the gap between customers perceived quality of services performed by the enterprise and customers' expectations for service quality.
SERVQUAL model-specific, quality of service is defined as follows:
Quality of service = the level perceived - Expected value
While the using of model quality and distance as a basis for evaluating the quality of service is also much debated. Cronin & Taylor (1992) with research on SERVPERE model show that “the level of customer base on the implementation of the business services reflects the quality of service. According to the model SERVPERE: Quality of Service = Level feel”.
Parasuraman (1994) asserts that the scale SERVQUAL full of quality services. The
results show that components of the quality of service are not the same in each industry and each service different markets.
Figure 2.1. The Model 5 gap in service quality The function for the model in figure 2.1 is express as the equation Gap5 = f (Gap1, Gap2, gap3, gap4).
Thus, in the course of providing services, between hotels and customers always exists the gap. These distances are depending on two main factors: customers and the hotels.
The larger distance showed the ability of hotels with meeting the needs of customers as low. Therefore, service quality management administrator is essentially "the service quality gap". Hotels want to meet the expectations and requirements of customers, or to improve, maintain the quality of service provision should apply synchronization solutions for governance, narrowing the gap associated with the process service provider.
2.5. The satisfaction of tourists and hotel loyalty
To determine the level of customer satisfaction with a particular property, the previous studies have used different tools to create distance score based on the difference between expectations and perceptions with the provision of specific services related to
External communication to
hotels (Parasuraman et al, 1990). This method is not comprehensive because it only takes into account the expected elements of products and services offered. In marketing, “due to the influence by the choice of tourist hotels to consumption of goods and services and intend to return (loyalty)” as mentioned by Korzay & Alvarez, (2005). Barsky & Labagh (1992) introduced disconfirmation model to measure by nine items "about expectations" balancing factor attributes - special importance. This model was tested with data collected from 100 subjects through random selection of customers. As a result, customer satisfaction has correlated with a willingness to return. The satisfaction of tourists is very important in tourism marketing and determining factor of success because it affects a large selection of hotels, consumer products and services, and decided to return.
Kuusik et al (2011) noted that the loyalty of tourists is seen as intention to return and recommend the destination to others. Similarly, Kuenzel & Katsaris (2009) described the behavior after the visit as intended to return (intention to buy / loyalty) and introduced through word of mouth (WOM). Moreover, Kuenzel & Katsaris (2009) explained that “the relative importance of each attribute overall impression should be investigated because of dissatisfaction may occur micro assessing economic differences use test products and services”. Chi & Qu (2008) concluded that “attribute satisfaction is a prerequisite for overall satisfaction, and attributes of satisfaction and overall satisfaction were two decisive factors to loyalty”.
2.6 The theory of model research
The study used the theoretical framework of Parasuraman (1988), SERVQUAL consider two main aspects of the quality of service as a result service providers and research services through five criterial: reliability, response, assurance, empathy and tangible.
2.7 Research model and hypothesis
Figure 2.2 shows the research model
Figure 2.2 Research model
Hypothesis
H1: Tangible has a positive relationship with customer satisfaction at Hanoi hotels H2: Reliability has a positive relationship with customer satisfaction at Hanoi hotels H3: Responses has a positive relationship with customer satisfaction at Hanoi hotels H4: Assurance has a positive relationship with customer satisfaction at Hanoi hotels H5: Empathy has a positive relationship with customer satisfaction at Hanoi hotels H6: There is a positive relationship between overall service quality and customer satisfaction with hotel in Hanoi
H7: There is a positive relationship between customer satisfaction and loyalty with hotel in Hanoi
H8: There are differences among tourist demographic with the level loyalty with hotel in Hanoi?
Tourist demographic
Tourist satisfaction Reliability
Response
Assurance Empathy
Tangible
Tourist loyalty
H1 H2 H3
H4 H5
H7
H8
Chapter III. Method of study