LITERATURE REVIEW

Ruth N. Bolton and James H. Drew in the paper titled Linking Customer Satisfaction to Service Operations and Outcomes (1994). The authors believe that the Organizations have traditionally managed services by manipulating engineering and operational attributes and observing market outcomes. In recent years, customer satisfaction ratings have become an important component in this process. Hence, managers are keenly interested in the effect of service changes on customer satisfaction, customer behaviour and revenues. This chapter develops a framework that describes the theoretical relationships among service operations, customer assessments and market outcomes. It also discusses the methodological and managerial issues that tend to arise during an investigation of these relationships. Then, three case studies are described: a model of aggregate customer complaint behaviour, a model of perceived service quality and a model of customer satisfaction with a specific service encounter. They are used to illustrate how the effects of service changes can be examined by estimating statistical models based on company records and survey data. The advantages and disadvantages of different approaches are outlined. David L. Jones, Brenda Mak and Janet Sim in the paper A New Look at the Antecedents and Consequences of Relationship Quality in the Hotel Service Environment (2008) explains that as economic conditions improve, hotels are investing in new ways to improve service quality and perceived value that hopefully will lead to better customer satisfaction and loyalty. This study took a new look, with newly developed scales, at the antecedents and consequences of relationship quality in the hotel service environment to shed new light on the factors hotels have to deal with to achieve their objective of satisfied and loyal customers. Using a structural equation model, it was determined that the tangible and intangible factors of perceived value, timeliness, and hotel facilities are antecedents of hotel quality. Hotel quality, subsequently, is a determinant of both customer satisfaction and loyalty. However, consistent with previous research, customer satisfaction is not a guarantee of customer loyalty They also say high relationship quality means that customers can rely on sellers Integrity (i.e., the hotel and its employees) and can be confident of sellers Future performance because their past performance has been consistently satisfactory. What they also say they have to confirm in this study are the antecedents and consequences of relationship quality with hotel service. Those antecedents and consequences include the attitudes toward the service quality and perceived value being delivered by a hotel, the perceived satisfaction with the hotel, and the loyalty of the customer to the hotel. While previous studies have attempted to address this same issue in the hotel service environment, it has also been suggested that the antecedents of customer loyalty will change over time (Shoemaker & Bowen, 2003).Therefore; hotels must constantly update their knowledge of customer Attitudes toward service quality and value. J. Vijayadurai in the paper Service Quality, Customer Satisfaction and Behavioural Intention in Hotel Industry tells that attracting new customers alone is insufficient, as the management must concentrate on preventing customers-exit since the cost of attracting new customers is higher than the cost of retaining existing customers. The key to customers retention is customer satisfaction and loyalty which is largely dependent upon the service quality offered by the hotels. In this juncture, the present study has made an attempt to fulfil the following objectives: mers satisfaction and their behavioural intention and

behavioural intention. After globalization, service sector has been emerging as the growth of hotels has been witnessed dominant component of the economy. The to face the major challenge of improving strong economic growth, increased quality of the service offered, in order to disposable income, urbanization and the attract a large number of domestic and impact of various factors have fuelled a foreign customers. Attracting new strong need for tourism in India. They say The hotel customers alone is insufficient, as the business being a comparatively low entry management must concentrate on preventing customers-exit since the cost of attracting new customers is higher. Rossomme, Jeanne in the paper titled Customer satisfaction measurement in a business-tobusiness context: a conceptual framework (2003) explains that the Customer satisfaction is basically the principal tool which is used to measure the relationships between their customers. In practice they use the firms measure the customer satisfaction using the various models and theories developed for evaluating the various perceptions of the individual customers rather than the entire organizations. This paper develops an integrated model of customer satisfaction measurement specific to a business to business context and addresses the unique challenges inherent in this context by incorporating the learnings from the fields of customer satisfaction and organizational buying behaviour and relationship marketing. The challenges has cited many limitations with regard to this topical area .The organizational research basically focuses on the purchase decision process with little emphasis on post choice consumption. The problems which are related states that when applied in a business to business context first many client employees will not have direct consumption experience with the product on service which to base their satisfaction judgments. Second, in addition to the psychological or personal dimension reflected in this definition, business customers incorporate concrete, rational objectives directly related to the execution of a particular business function in their satisfaction judgment process .The CSM instrument, therefore, must measure those elements of satisfaction relevant to each client contact. The paper illustrates practical uses of the model as a Managerial tool for framing a system of customer satisfaction measurement. Everlyen J.Kangogo in his paper titled Effect of Customer Satisfaction on Performance of the Hotel Industry in the Western Tourism:mentioned that hospitality sector is part of a huge group of travel and tourism industry is one of the fastest growing industreis that provide the necessary and desirable goods and services to traveller worldwide.Sriyam(2010) points out that guest satisfaction in the hotel industry is the higest proirity for owners and managers competing with hundres of others,because personal services are at the top of the travellers list is the most important thing when considering a hotel to stay in.Tailoring of customers services has seen more and more customers switch from one service provider to another,this is seen especially in the hotel sector where guest prefer a high level of service,and individual requirement are therefore much differentiated. David Foster in his paper titled Measuring Customer Satisfaction In The Tourism Industry: mentioned it seeks to explore the rationale for, and difficulties of operationalising, the measurement of tourists satisfaction with their experiences in particular destinations. It suggests that the on-going systematic measurement of satisfaction with destinations is a valuable exercise that will have tangible benefits, but acknowledges the difficulties of doing this in a meaningful manner. The principal argument presented is that the measurement of

tourists satisfaction with a particular destination involves more than simply measuring the level of satisfaction with the services delivered by individual enterprises. Gandolfo Dominici and Rosa Guzzo in the paper Customer Satisfaction in the Hotel Industry: A Case Study from Sicily (2010) In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon quality of service. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the tourist destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable. Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advice it to other tourists, is pivotal to the success of the hospitality business. Neglecting to pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patronage. Prof. Dr. Md. Zabid Abdul Rashid in the paper titled Customer satisfaction and customer loyalty in hotel industry (2011) explains that the Evaluation of customers perception and satisfaction of service quality is widely acknowledged as being a favourable strategy in the hotel industry. This research aims to provide an assessment of service quality suggested in the European Perspective by empirically examining hotel guests perception of process (or functional) quality and outcome (or technical) quality; and the relationships between the perceived service quality, customer satisfaction, corporate image and customer loyalty in the Malaysian hotel industry. The data was collected through self-administrated questionnaire from 500 hotel guests using systematic sampling approach. Structural Equation Modelling (SEM) was used to analyse the reliability and validity of data and the hypothesised relationships in the proposed research model. The findings for this study showed that process quality and outcome quality had positive impacts on guest satisfaction. This study also found that customer satisfaction and corporate image play significant roles in building a strong customer loyalty base. Another noteworthy finding was that corporate image served as a partial mediator in the relationship between customer satisfaction and customer loyalty. These findings would help hotel operators formulate and implement effective marketing management strategies to not only cope with the keen competition in the hotel service industry but also boost their profit margins. Linda I. Nowak in the paper Antecedents to client satisfaction in business services (1998) explains that in todays increasingly competitive environment, it is important to measure the service firms performance in the areas which contribute most significantly to the clients overall satisfaction. Previous research indicates that marketing research clients are concerned with a research providers performance in four areas; product quality, service quality, cost management, and timeliness. A survey of 155 marketing research clients indicated that these clients perceive product quality as being most important in accomplishing their research objectives, followed in order by service quality, cost, and timeliness. The results of the study indicate that less than half of the clients were completely satisfied with the ability of their primary research supplier to save them money or to provide them with a useful analysis. A research provider that is capable of improving performance in these two areas may be able to create a competitive advantage that could lead to increased client satisfaction and improved customer loyalty.

Gordon H.G. McDougall in the paper Customer satisfaction with services: putting perceived value into the equation (2000) this research investigated the relationship between three elements core service quality, relational service quality- and perceived value and customer satisfaction and future intentions across four services. The results revealed that core service quality (the promise) and perceived value were the most important drivers of customer satisfaction with relational service quality (the delivery) a significant but less important driver. A direct link between customer satisfaction and future intentions was established. The relative importance of the three drivers of satisfaction varied among services. Specifically, the importance of core service quality and perceived value was reversed depending on the service. A major conclusion was that both perceived value and service quality dimensions should be incorporated into customer satisfaction models to provide a more complete picture of the drivers of satisfaction. Roland t trust and Anthony j zahorik in their paper Customer satisfaction and customer retention (1995) explains that they provide a mathematical framework for assessing the value of customer satisfaction. The framework enables the managers to determine which customer satisfaction elements have the maximum impact and how much money has to be spent on a particular element inorder to increase the customer satisfaction. This makes it possible to hold customer satisfaction programs accountable .in the way other business programs are held accountable by forcing them to demonstrate their benefits with respect to bottom line profitability they use an individual level model of loyalty and retention and then built up to market share by aggregation. George K. Amoako, Emmanuel Arthur, Christiana Bandoh and Rachel Kafui Katah in the paper titled the impact of effective customer relationship management (2012) believe that the Service quality and customer satisfaction are key factors in the battle to obtain competitive advantage and customer retention. Customer satisfaction is the outcome of customer perception of the value received in a transaction or relationship, where value equals perceived service quality, as compared to the value expected from transactions or relationships with competing vendors (Blanchard and Galloway, 1994; Heskett et al., 1990; Zeithaml et al., 1990). In order to achieve customer satisfaction, it is important to recognize and anticipate customers' needs to be able to satisfy them. Enterprises which are able to rapidly understand and satisfy customers' needs, make greater profits than those which fail to understand and satisfy them (Barsky and Nash, 2003). Organizations must therefore, develop and manage a healthy and good customer relationship with all the entities they have to deal with Customer satisfaction is a business philosophy which tends to the creation of value for customers, anticipating and managing their expectations, and demonstrating ability and responsibility to satisfy their needs, Qualities of service and customer satisfaction are critical factors for the success of any business. As Valdani (2009) points out: enterprises exist because they have a customer to serve. The key to achieve sustainable advantage lies in delivering high quality service that results in satisfied customers. Natuhwera Christine in the paper Customer Care And Customer Satisfaction In Hotels(2011): Proposed that the study was intended to investigate the relationship between customer care and customer satisfaction in the hotel industry a case study of Sheraton hotel. The objectives of the study were to examine to examine customer care strategies used by Sheraton hotel, to establish the customer care service level at Sheraton hotel, to examine the relationship between customer care services and customer satisfaction.