Customers' response on service quality in Indonesian hotels: cultural discussion

Abstract

To date, a number of studies have revealed service quality (SQ) as an important aspect in hotels that affects customer satisfaction and customer loyalty. A model of SQ that specifically applies in hotels has been developed by Wilkins, Merrilees, and Herington (2007) in Australia context. Although the concept of SQ in hotels has been well-identified, there has been less research about hotel’s services provision and SQ assessment in crosscultural perspective. Survey using Wilkins et al. (2007) instrument was conducted in Indonesia. Factor analysis was utilised to test Wilkins et al. (2007) SQ measurement. Literature and observation justify and explain further about Indonesian cultural aspects that may distinguish the existing SQ measurement. Findings of this study suggest the relevance of cultural influence on services provision in hotels and customers’ measurement of SQ. It confirms the importance of understanding cultural impacts on hotel’s SQ from both management and customer sides.