Evaluating Service Quality and Customer Satisfaction in the Indian Hotel Industry: An Empirical Study Using the SERVQUAL Model

Abstract

In recent years, the Indian hotel industry has experienced substantial growth, driven by a surge in both domestic and international tourism. The success of this sector, however, is increasingly dependent on the quality of service delivered to guests and their subsequent satisfaction. This study undertakes an empirical examination of service quality and customer satisfaction within the Indian hotel industry, applying the SERVQUAL model, which was conceptualized by Parasuraman, Berry, and Zeithaml. The model evaluates service quality through five key dimensions: tangibles, reliability, responsiveness, assurance, and empathy.

The core objective of this research is to identify and analyze the discrepancies between customer expectations and their actual experiences across various hotel categories in India. A combination of quantitative and qualitative research methods was utilized to achieve this. Quantitative data were gathered through customer surveys, while qualitative insights were obtained from interviews conducted with hotel management. The study sample included guests from luxury, mid-range, and budget hotels, thereby ensuring a comprehensive overview of the industry.

The results indicate that while luxury hotels generally excel in aspects such as tangibles and reliability, significant gaps were observed in the areas of responsiveness and empathy across all hotel segments. These findings underscore critical areas that require attention to enhance customer satisfaction within the Indian hotel industry. The study concludes with practical recommendations for hotel management, grounded in the SERVQUAL framework, to bridge these gaps and improve service quality.

This research provides a significant contribution to the literature on hotel service quality and customer satisfaction in India, offering actionable insights for industry practitioners seeking to improve service delivery.