Service Quality on Customer Satisfaction of ITC Gardenia, Bengaluru- A Conceptual Study

Abstract

Customer satisfaction measures the extent of happiness and contentment of the customers after the use of the product or service. The origin of marketing starts from identifying customer needs and wants and goes beyond fulfilling these needs to achieve customer satisfaction. The main objective of this study is to determine and measure the satisfaction of the ITC Gardenia consumers using SERVQUAL scale’s dimensions. The key areas of the study is to identify what are the key factors influencing the level of satisfaction derived by the ITC customers and frame a conceptual model. The future scope of this study pertains to adding more dimensions of customer satisfaction in order to cover a complete measure of it in the hotel industry.

Keywords: Customer Satisfaction, service quality, SERVQUAL, ITC Gardenia