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Hospitality service quality and purchase intention 2008-2009

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documents in English
Format
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Type
case study
Pages
11 pages
Level
General public
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  1. Literature review
    1. Purchase intention
    2. Service quality
  2. Research design
    1. Research technique
    2. Data collection instrument
    3. Measurement of variables
    4. Unit of analysis
    5. Target population
    6. Method of sampling
    7. Sampling size
  3. Results / Findings
    1. Descriptive statistics
    2. Relationship between service quality and purchase intention
    3. Discussion of the results and managerial implications
  4. Limitations and future research

The purpose of this research is to gain an in depth understanding of the relationship between the Hospitality service quality and the purchase decision. Our thesis has a quantitative approach, and was conducted with a broad review of literature. The research strategy chosen was the survey model. The data was collected and gathered through different interviews was mainly concentrated around two hotels, in Macau. The results of this thesis display that the five quality dimensions (reliability, responsiveness, assurance, empathy, and tangibles) contributed significantly to the word-of-mouth communication, which is a relevant factor of the consumers' purchasing power. We also developed another determinant that of the five dimensions, the assurance and reliability factors were the two most significant ones. Therefore we can assume that the Hospitality service quality has an important influence on the purchase decision. In other words, they are interdependent. Indeed, it was evident that both the reliability and assurance factors were the most important from the customers' point of view. This then draws us to the conclusion which could probably mean that the quality of tangibles, responsiveness, and empathy issues are something that it is expected and does not influence customers' evaluation or judgement.

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