SERVICE QUALITY MARKETING: PAN PACIFIC CASE STUDY

Abstract

The study uses a case study, The Pan Pacific Hotel, to understand the hotel guests' expectations and perceptions of the hotel service and the importance of service and customer satisfaction in attaining quality. Although target guests are generally satisfied with the hotel service, each of the service quality dimensions (tangibles, reliability, responsiveness, assurance and empathy) is perceived to be marginally satisfactory. It is found that the target hotel guests are generally are satisfied with the hotel service. The hotel should show equal emphasis in their service to guests not in their target market.