SISTEMAS OPERATIVOS DE TIEMPO REAL (RTOS)

3.1 Chapter Introduction:

This chapter discusses the conceptual gaps identified in the literature review presented in Chapter 2. A conceptual model of motel satisfaction is presented, and the 11 hypotheses proposed in this study are discussed. Testing the hypotheses will also address the following four research objectives:

(1) To identify the dimensions of service quality for a motel stay in New Zealand.

(2) To determine the relationship between service quality, value (price), customer satisfaction, and behavioural intention for a motel stay in New Zealand.

(3) To identify the least and most important service quality dimensions as perceived by motel customers in New Zealand.

(4) To examine the effects of demographic factors on New Zealand motel customers’ perceptions of the service quality dimensions, service quality, customer satisfaction, and behavioural intentions.

3.2 Conceptual Gaps in the Literature

A review of the literature on the hotel and motel industries identified four conceptual gaps. The first gap identified in the literature relates to the lack of published empirical research on motel customers’ perceptions of service quality in New Zealand. Although there are a few international empirical studies on the international accommodation sector, the studies focus on the hotel industry (see Lockyer, 2002, 2005; Pan, 2002; Tzeng et al., 2002; Choi & Chu, 2001; Teng, 2000; Wei et al., 1999; Bitner 1992; Czepiel, Solomon, Suprenant, & Gutman, 1985). As an iconic industry in New Zealand, motels play a very important role in the New Zealand accommodation sector (MANZ, 2007). However, to date, there is no published empirical research on the New Zealand motel sector that identifies the dimensions of service quality, or examines how the dimensions influence motel customers’ evaluations of service quality.

The second conceptual gap relates to a lack of published empirical research on the motel sector regarding the higher- order constructs related to service quality: satisfaction, value

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(price), and favourable behavioural intentions. This gap is important since a positive perception of service quality is not the only factor that will encourage favourable behavioural intentions. Customer satisfaction is also an important antecedent of favourable behavioural intentions, and customer satisfaction is influenced by value (price).

The third conceptual gap relates to a lack of empirical studies pertaining to the service quality dimensions that motel customers perceive to be more or less important during their motel experience. This gap is important as motel management will benefit from information that identifies which service quality dimensions they should resource to help achieve favourable behavioural intentions.

The fourth conceptual gap relates to a lack of empirical studies on the effect of demographic characteristics on motel customers’ perceptions of service quality and satisfaction. This is important because customers come from different social and personal backgrounds that will affect an individual’s overall evaluation of service quality and satisfaction.

3.3 Hypotheses Development

A hierarchical model has been developed for this study based on Brady and Cronin’s (2001) multi-level service quality model (see Figure 3.1), and Clemes et al.’s (2007) behavioural intentions hierarchical model.

The hierarchical model of service quality presented in Figure 3.1 suggests that motel customers are expected to form perceptions on each of three primary dimensions, interaction quality, physical environment quality, and outcome quality, in order to form an overall service quality perception. Motel customers’ perceptions of service quality are then expected to influence overall motel customers’ satisfaction, which in turn, will affect favourable future intentions. Value (price) is expected to have a moderating effect between service quality and customer satisfaction. A total of 11 hypotheses were formulated, the first nine hypotheses were formulated to test each path in the model. The tenth hypothesis tests the relative importance of the service quality dimensions, and the last hypothesis tests the differences in motel customers’ overall satisfactions based on demographic factors.

26 Figure 3.1: Behavioural Intentions in the Motel Industry: A conceptual research model

Note: IS= Staff Interpersonal Skill, H=Staff Helpfulness, SF=Staff Friendliness, SK= Staff Knowledge, PS=Problem Solving, SP=Service Performance, AR= Accuracy of Reservation; S= Security, P=Parking, D= Décor, CC= Cleanliness and Comfort, H=Standard of Housekeeping, TF= Room technology Facility, BF= Bath Facility, TLN=Temperature/Lighting/Noise level, PS= Basic Products and Service Offered; PS= Pleasant Stay, CL=Convenience(Location), E= Efficiency of Check-out Process, GS=Good Sleep, AB= Accuracy of Billing

3.3.1 Hypotheses Relating to Research Objective 1

Cronin and Taylor (1994) note that the service quality dimensions need to be confirmed for each research setting. Therefore, the sub-dimensions of interaction quality, physical environment quality, and outcome quality in Figure 3.1 will be specifically identified for a motel experience.

As discussed in Section 2.5.5, the three primary dimensions suggested by Brady and Cronin (2001) will be used in this study. There are several potential sub-dimensions that can influence motel customers’ perception of interaction quality, physical environment quality, and outcome quality. The proposed sub-dimensions have been identified from the literature review and focus group interviews.

Proposed Sub-dimension H7 H6 …….Moderating effect Primary Dimension H9 Value Behavioral Intentions Customer Satisfaction Service Quality Value (3 items) Behavioral Intentions (3 items) Customer Satisfaction (3 items) Service Quality (3 items) H5 H2 H4 Interaction Quality (2 items) Physical Environment Quality (2 items) Outcome Quality (2 items) H1a SP AR PS SK SF H IS S P D CC H TF BF TLN PS CL E GS AB H1b H1c H1d H1e H1f H1g H2a H2b H2c H2d H2e H2f H2g H2h

H1