Dimensions of Hotel Service Quality

Sereen Hamid Muzal
Supervised by Asst. Lect. Mayassa Nazem Al-Moussawi

Many researchers and writers have addressed the quality of hotel service and mentioned that measuring the quality of service in general is done through several dimensions that characterize the hotel service and which are the most important requirements of the customer. We mention the following dimensions of hotel service quality:

Reliability: The customer determines his perception of quality according to the promises of the hotel organization in providing high-quality service, so it requires workers to perform the service and provide it correctly from the beginning by ensuring that the customer receives good service at the appropriate time.

Efficiency and qualifications: This dimension is represented by service providers obtaining certificates of experience in their field of work, which makes their dealings with guests more understanding of their needs.
Tangible aspects: The human element is one of the main pillars that hotel establishments rely on in providing their services. However, there should be tangible aspects with a high degree of technology that enables them to provide better services to guests, in addition to placing decorations, furniture and the appropriate appearance of the workers that is consistent with the hotel’s grade. In the end, the guests’ view of the beauty of the hotel establishment enables them to evaluate the quality of its services. Communications: The hotel industry generally relies on direct contact with customers in distributing its services. Direct contact with the customer depends on the direct relationship between the service provider or organization and the customer or guest. This relationship must be characterized by positivity and interaction between the two parties. This requires the hotel management to provide human competencies to meet the requirements and aspirations of the work by agreeing on aspects of communication with it regarding politeness, the art of speaking, good listening and using expressive language that the guest understands, which must give him a positive impression. This is done by telephone, fax, the World Wide Web, etc. As for indirect communication, this task is assigned to intermediaries. (Manea, 2015: 36-37-38)
Courtesy or courtesy: It is the affection, politeness and respect that exists between the two parties, whether the service provider or the customer. (Al-Azzawi, Al-Hawamdeh, 2010: 13)
Response: The ability to provide the service urgently, and it is defined as meeting the customers’ requirements as quickly as possible, such as the quick response in providing meals, and in order to reach the highest levels and distinction among hotels, the customer must feel the interest and meet their needs on an ongoing basis. (Ali, Aati, 2016: 107)
Credibility: Credibility is an important measure of evaluation, as the hotel establishment must have this dimension, for example, the guest books a room in a hotel and arrives at the specified time and finds that the room has been sold to someone else, or leaves the hotel and wants to pay the bills and finds that there is manipulation in the specified amount, this will lead to a weakness in credibility in the end, the establishment must be honest towards the guest in terms of appointments and its dealings with its guests.
Safety: The hotel establishment must provide safety for the guest and his belongings in the hotel, as well as safety from theft, fire, etc.
Accessibility of the service: The services provided by the hotel establishment must be easy to obtain and available at the appropriate time and place.
Understanding and knowing the customer: The hotel establishment is required to continuously work to understand and know the needs and requirements of the guest so that it can meet them in the required manner, as well as to make the guest feel the extent of the management’s interest in his employees. (Manea, 2015: 36-37-38)