Literature review
This chapter discloses relevant theories and literature from
previous researches have been discussed. It covers the background knowledge of
the researcher regarding the study and researcher will be analysis the previous
research findings and conclusions relating to service quality, SERVQUAL,
customer satisfaction and customer loyalty. This will also covers the relevant literature
relating to hotel industry and Cromwell
Crown hotel in particular.
2.2.1.
Definition of Service
Service has been and could be defined differently, however it is
very difficult to give an accurate definition for “Service”. It’s usually
defined in relation to quality. But more than quality it’s about connecting
with your consumer; touching the consumer in a special way that no other
product can, so that, in the eyes of the consumer that particular service (as a
product ) will be unique. (Ghobadian et al., (1994). Kotler et al. (2005) identifies
it as an movement or assistance done by one party(business) to
another(customer) which is definitely intangible doesn’t result in any ownership . Gronroose
(1984) recognize the service organizations
are those who offer intangible products to customer.
It is quite simple to understand the meaning of service by it characteristics than by definitions. The characteristics of service are as shown in figure :
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