Factors affecting customer satisfaction in hotel services (Case of three star hotels in Ho Chi Minh city, Vietnam)
Le Duc, Anh
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The purpose of this research is to identify factors affecting the satisfaction of customer when using three-star hotel services in Ho Chi Minh City. This research uses the SERVQUA scale of Parasuraman and his colleagues and the price scale of Zeithaml and Bitner (2000) to gauge customer satisfaction about the quality of hotel services. The information used in the research gathered through a study of 375 customers who have used the services of three-star hotels in Ho Chi Minh City. Applying the analytical methods indicated that the factors affecting the level of customer satisfaction with the three-star hotel system in Ho Chi Minh City includes Tangibles, Reliability, Responsiveness, and Assurance (Two factors are unaccepted which are Price and Empathy). In particular, Tangibles is the aspect that most affects customer satisfaction. In addition, after ANOVA analysis, there was no variety in satisfaction among, the groups of ages, genders, occupation, and academic level. Key words: Hotels, Customer Satisfaction, Hotel Service, SERVQUAL.