Customer satisfaction of boutique accommodation in the Maltese market

Abstract

The dissertation explores the nature of customer satisfaction of Boutique accommodation in the Maltese Market. The subject of customer satisfaction is at the heart of the sectors operating within the tourism industry. The concept of measuring customer satisfaction of Boutique accommodation is a relatively new concept for the Maltese Market. Relevance of the research is high due to the innovative factor.

Primary research was initially conducted to have an understanding of the dynamics and attributes present in literature. This was completed by methodically creating a literature review. Considerations made ranged from the different definitions that attempted to define boutique accommodation. Hence the various models and methodologies existing which attempt to measure customer satisfaction. The SERVQUAL model was chosen as presently it is the most appropriate model in measuring service quality as the antecedent for customer satisfaction.

A mixed methodology approach has been used to provide a holistic view of the current situation of the boutique sector in Malta. Qualitative results concluded that the factors which are at the core of the operators of boutique accommodation are the atmosphere, service quality, and customer satisfaction. The quantitative methodology, concluded that guests lodging in the boutique accommodations under investigation are in an emotional state of “customer delight”. This conclusion was determined by using the SERVQUAL model, which was responsible for measuring the level of service quality being delivered. SERVQUAL measures the service gap between customers` expectations and perceptions for the service delivered.

A positive connotation of the service gap by the questionnaire analyzes was used as an indication of the level of customers’ satisfaction.