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SPSS assessment (50 marks)

The evaluation of customer satisfaction is a primary goal for any hotel industry that would like to survive in this increasingly competitive market. Keeping
the customers satisfied and delighted is even more important for the hotel industry. Developing a measure of hotel service quality is an important
precursor to attracting and retaining customer and hence ensuring the survival of hotels. SERVQUAL has been proposed as a generic measure of service
quality that may be applicable to hotel services. Due to that reason, Mr Adrian as a hotel manager conducting the survey on the crucial areas in the hotel
services which are assurance, responsiveness, tangible, reliability, and empathy. He managed to get 90 respondents to answer the questions in one day.

1. Demographic information with appropriate graph (6 marks)

a. Gender

Frequency Percent
Male 43 47.8
Female 47 52.2
Total 90 100.0
b. Marital Status

Frequency Percent
Single 47 52.2
Married 43 47.8
Total 90 100.0
c. Age

Frequency Percent
20 years and below 1 1.1
21-29 years old 64 71.1
30-39 years old 18 20.0
40-49 years old 4 4.4
50 years and above 3 3.3
Total 90 100.0
d. Occupation

Frequency Percent
Government 48 53.3
Non-Government 32 35.6
Self-Employed 8 8.9
Student 2 2.2
Total 90 100.0
e. Income

Frequency Percent
Below RM1000 7 7.8
RM1000 - RM1999 29 32.2
RM2000 - RM2999 38 42.2
RM3000 or above 16 17.8
Total 90 100.0
f. Race

Frequency Percent
Malay 89 98.9
Chinese 1 1.1
Total 90 100.0
g. Purpose of visit

Frequency Percent
Business 13 14.4
Leisure 46 51.1
Meeting or Conference 25 27.8
Others 6 6.7
Total 90 100.0
2. Total Mean score for all the IVs and DV- to determine which factor most preferred by the respondents and justify accordingly (Please include the table
and explain(8 marks)

COMPUTE Assurance=MIN(Assurance1,Assurance2,Assurance3,Assurance4).
EXECUTE.
COMPUTE Responsiveness=MIN(Responsiveness5,Responsiveness6,Responsiveness7,Responsiveness8).
EXECUTE.
COMPUTE Tangible=MIN(Tangible9,Tangible10,Tangible11,Tangible12,Tangible13).
EXECUTE.
COMPUTE Reliability=MIN(Reliability14,Reliability15,Reliability16,Reliability17).
EXECUTE.
COMPUTE Empathy=MIN(Empathy18,Empathy19,Empathy20,Empathy21,Empathy22).
EXECUTE.
CORRELATIONS
/VARIABLES=Assurance1 Assurance2 Assurance3 Assurance4
/PRINT=TWOTAIL NOSIG
/MISSING=PAIRWISE.

a. Assurance
Mean Std. Deviation
The staff hotel are
knowlegde about disire of 4.14 .829
Customers
The staff hotel are
4.28 .794
consistency courteous
I receive sufficient
information about my 4.28 .794
booking room confirmation
The staff hotel are very
skilled and experienced in 4.30 .854
performing their task
b. Responsiveness

Mean Std. Deviation


The customers service are
4.36 .739
willing to help me
The customers service
provide prompt service when 4.23 .912
needed
The staff hotel are never too
busy to respond to my 4.17 .915
opportunity
The staff hotel respond
4.27 .761
effectively to their customer
c. Tangible

Mean Std. Deviation


The staff hotel are clean and
3.99 .828
well-groomed
The hotel environment is
4.04 .763
clean and comfortable
The hotel has clear and
4.21 .711
adequate signage
Materials (such as pamplets,
brochures, posters, etc) are 3.91 .843
available in the hotel
Facilities (such as chairs,
guest toilet, parking, lift, etc)
3.97 .880
are adequate and well-
maintained in the hotel
d. Realibility

Mean Std. Deviation


The staff hotel perform
4.16 .748
services right for registration
The staff hotel make
customer satistied with 4.19 .792
services
The staff hotel are reliable
and provide accurate 4.20 .782
information
Services provided by the
hotel staff are within the 4.28 .779
promised timeframe
e. Empathy

Mean Std. Deviation


The staff hotel respect our
4.09 .843
desire
The staff hotel shows happy
facial expression for 4.18 .881
welcome
I can participate in decision
4.27 .761
regarding my service in hotel
The check in hours suit me 4.04 .935
The staff hotel understand
4.09 .920
my individual requirement
3. Pearson Correlation (Include the table and explain) (14 marks)
a. Assurance

Correlations
The staff hotel The staff hotel I receive The staff hotel
are knowlegde are consistency sufficient are very skilled
about disire of courteous information and experienced
Customers about my in performing
booking room their task
confirmation
Pearson Correlation 1
The staff hotel are knowlegde
Sig. (2-tailed)
about disire of Customers
N 90
Pearson Correlation .690** 1
The staff hotel are
Sig. (2-tailed) .000
consistency courteous
N 90 90
**
I receive sufficient information Pearson Correlation .570 .768** 1
about my booking room Sig. (2-tailed) .000 .000
confirmation N 90 90 90
** **
The staff hotel are very skilled Pearson Correlation .605 .754 .688** 1
and experienced in Sig. (2-tailed) .000 .000 .000
performing their task N 90 90 90 90
**. Correlation is significant at the 0.01 level (2-tailed).
b. Responsiveness

Correlations
The customers The customers The staff hotel The staff hotel
service are service provide are never too respond
willing to help me prompt service busy to respond effectively to
when needed to my opportunity their customer
Pearson Correlation 1
The customers service are
Sig. (2-tailed)
willing to help me
N 90
The customers service Pearson Correlation .775** 1
provide prompt service when Sig. (2-tailed) .000
needed N 90 90
**
The staff hotel are never too Pearson Correlation .825 .841** 1
busy to respond to my Sig. (2-tailed) .000 .000
opportunity N 90 90 90
** **
Pearson Correlation .708 .750 .774** 1
The staff hotel respond
Sig. (2-tailed) .000 .000 .000
effectively to their customer
N 90 90 90 90
**. Correlation is significant at the 0.01 level (2-tailed).
c. Tangible

Correlations
The staff hotel The hotel The hotel has Materials (such Facilities (such as
are clean and environment is clear and as pamplets, chairs, guest
well-groomed clean and adequate signage brochures, toilet, parking, lift,
comfortable posters, etc) are etc) are adequate
available in the and well-
hotel maintained in the
hotel
Pearson Correlation 1
The staff hotel are clean and
Sig. (2-tailed)
well-groomed
N 90
Pearson Correlation .730** 1
The hotel environment is clean
Sig. (2-tailed) .000
and comfortable
N 90 90
**
Pearson Correlation .539 .749** 1
The hotel has clear and
Sig. (2-tailed) .000 .000
adequate signage
N 90 90 90
** **
Materials (such as pamplets, Pearson Correlation .658 .687 .631** 1
brochures, posters, etc) are Sig. (2-tailed) .000 .000 .000
available in the hotel N 90 90 90 90
** ** **
Facilities (such as chairs, Pearson Correlation .740 .655 .640 .783** 1
guest toilet, parking, lift, etc) Sig. (2-tailed) .000 .000 .000 .000
are adequate and well-
N 90 90 90 90 90
maintained in the hotel
**. Correlation is significant at the 0.01 level (2-tailed).
d. Reliability

Correlations
The staff hotel The staff hotel The staff hotel Services
perform services make customer are reliable and provided by the
right for satistied with provide accurate hotel staff are
registration services information within the
promised
timeframe
Pearson Correlation 1
The staff hotel perform
Sig. (2-tailed)
services right for registration
N 90
The staff hotel make Pearson Correlation .633** 1
customer satistied with Sig. (2-tailed) .000
services N 90 90
The staff hotel are reliable Pearson Correlation .676** .791** 1
and provide accurate Sig. (2-tailed) .000 .000
information N 90 90 90
Services provided by the Pearson Correlation .619** .606** .701** 1
hotel staff are within the Sig. (2-tailed) .000 .000 .000
promised timeframe N 90 90 90 90
**. Correlation is significant at the 0.01 level (2-tailed).
e. Empathy

Correlations
The staff hotel The staff hotel The staff hotel Services
perform services make customer are reliable and provided by the
right for satistied with provide accurate hotel staff are
registration services information within the
promised
timeframe
Pearson Correlation 1
The staff hotel perform
Sig. (2-tailed)
services right for registration
N 90
The staff hotel make Pearson Correlation .633** 1
customer satistied with Sig. (2-tailed) .000
services N 90 90
**
The staff hotel are reliable Pearson Correlation .676 .791** 1
and provide accurate Sig. (2-tailed) .000 .000
information N 90 90 90
** **
Services provided by the Pearson Correlation .619 .606 .701** 1
hotel staff are within the Sig. (2-tailed) .000 .000 .000
promised timeframe N 90 90 90 90
**. Correlation is significant at the 0.01 level (2-tailed).

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