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Abstract

As Myanmar has a great opportunity for tourism industry, hotel industry has to be forced for the rapid growth. In order to grow a hotel industry, the qualities they served become main veins and so they have to be examined. Hence, this study is aimed to explore the service quality provided by Park Royal Hotel in Yangon, to examine the customer perceptions on service quality of Park Royal Hotel in Yangon, to examine the relationship between the customer satisfaction and service quality of Park Royal Hotel in Yangon and to analyze the impact of service quality on customer satisfaction of Park Royal Hotel in Yangon. This study emphasizes on the five service quality dimensions: tangibility, reliability, responsiveness, assurance and empathy. This study used both primary data and secondary data. Primary data are collected by in-depth interview with manager from Park Royal hotel in Yangon and structured questionnaire with five-point Likert Scale are distributed to customers . 200 customers of Park Royal hotel in Yangon are selected as sample respondent by using simple random sampling methods. The secondary data are collected from relevant textbooks,
previous research and journals, internet web site. This study used descriptive statistics, correlation analysis, and multiple regression analysis. The correlation result is proved that all the service quality dimensions are positive and significantly correlated to customer satisfaction. According to the multi linear regression result, tangibility, reliability, responsiveness, assurance and empathy dimension are positive and significantly related to customer satisfaction. Among them, reliability and empathy have the highest value of customer satisfaction. Therefore, Reliability and Empathy factors could significantly raise the satisfaction of customers on Park Royal
Hotel.

Author: KHINE SU HTOO AUNG