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This study adopted a qualitative approach and classified customer satisfaction on hotel service using KS-SQI guidelines. The sample was divided into two groups; new and existing customers. The authors compared and analyzed those services that were most satisfying, between the two groups, along with customer’s intention to repurchase the services and perceived change of relationship. This paper also attempted to identify an index of objective qualities of hotel service using the results of the study. This research is the first qualitative one using KS-SQI and focused on similarities and differences between new and existing customers. The result demonstrates that customer response was found to be the most frequent indicator of customer satisfaction. Similar to previous research on existing service failure, employee's response attitude is largely recognized by customers in both groups. Customer satisfaction in both group was relatively high in the following three dimensions of service quality: unexpected additional service, reliability and service response. Those three dimensions were also found to be an important factor in reinforcing customers' relationship with their service provider.
This study adopted a qualitative approach and classified customer satisfaction on hotel service using KS-SQI guidelines. The sample was divided into two groups; new and existing customers. The authors compared and analyzed those services that were most satisfying, between the two groups, along with customer’s intention to repurchase the services and perceived change of relationship. This paper also attempted to identify an index of objective qualities of hotel service using the results of the study. This research is the first qualitative one using KS-SQI and focused on similarities and differences between new and existing customers. The result demonstrates that customer response was found to be the most frequent indicator of customer satisfaction. Similar to previous research on existing service failure, employee's response attitude is largely recognized by customers in both groups. Customer satisfaction in both group was relatively high in the following three dimensions of service quality: unexpected additional service, reliability and service response. Those three dimensions were also found to be an important factor in reinforcing customers' relationship with their service provider.
