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Measurement of Service Quality Level Provided at Hotels in Lattakia from the Guests' Point of View A Case Study of Afamia Hotel

قياس مستوى جودة الخدمات الفندقية المقدّمة في فنادق محافظة اللاذقية من وجهة نظر النزلاء (دراسة حالة فندق أفاميا)

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 Publication date 2016
and research's language is العربية
 Created by Shamra Editor




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This study aimed to identify service quality level provided at hotels in Lattakia from the guests' point of view. It also determined the satisfaction level of beneficiaries of hotel services provided in research community and how guests evaluate the actual performance of the hotel services provided at Afamia Rotana Hotel according to the quality hotel services dimensions differently. The research community consisted of Afamia Rotana Hotel guests. The researcher has used the case study method and depended on descriptive approach to measure the satisfaction of the beneficiaries with the quality of hotel services provided in the hotel. A survey has been designed and distributed among the guests in order to measure the quality level of hotel services in the research community. Then the researcher analyzed the survey results by the Statistical Package for the Social Sciences (SPSS). The research concluded that there was a clearly lack of quality of hotel services provided at the research community according to the dimensions of quality of hotel services (tangibility, reliability, power of responsiveness, empathy, trust and safety). So the study has provided a set of recommendations, including making more efforts to spread the quality culture at hotels, taking care of customers personally through the accuracy of the performance, speed of implementation and courteous treatment, in addition to developing a quality strategic plan in the research community.


Artificial intelligence review:
Research summary
هدفت الدراسة إلى تقييم مستوى جودة الخدمات الفندقية المقدمة في فنادق محافظة اللاذقية، مع التركيز على فندق أفاميا كنموذج. استخدمت الباحثة المنهج الوصفي التحليلي وأدوات البحث الكمية مثل الاستبيانات التي وزعت على نزلاء الفندق. تم تحليل البيانات باستخدام برنامج SPSS. أظهرت النتائج أن استجابات النزلاء كانت متوسطة بشكل عام وفقًا لأبعاد جودة الخدمة الفندقية (الملموسية، الاعتمادية، الاستجابة، الثقة والأمان، التعاطف). خلصت الدراسة إلى أن هناك نقصًا واضحًا في جودة الخدمات المقدمة، وقدمت مجموعة من التوصيات لتحسين جودة الخدمات، مثل نشر ثقافة الجودة داخل الفندق، تحسين التجهيزات، وتوفير الرعاية الشخصية للنزلاء. كما أكدت الدراسة على أهمية وضع خطة استراتيجية لتطبيق الجودة في الفندق.
Critical review
دراسة نقدية: تعتبر هذه الدراسة خطوة مهمة نحو تحسين جودة الخدمات الفندقية في محافظة اللاذقية، إلا أنها تفتقر إلى بعض الجوانب التي يمكن أن تعزز من مصداقيتها وفعاليتها. على سبيل المثال، كان من الممكن توسيع نطاق الدراسة ليشمل فنادق أخرى في المحافظة للحصول على صورة أكثر شمولية. كما أن الاعتماد الكبير على الاستبيانات قد يؤدي إلى نتائج غير دقيقة إذا لم يكن هناك تفاعل كافٍ من قبل النزلاء. بالإضافة إلى ذلك، كان من الممكن أن تتضمن الدراسة تحليلاً نوعيًا من خلال مقابلات مع النزلاء والعاملين في الفندق للحصول على فهم أعمق للتحديات والفرص. وأخيرًا، لم تتناول الدراسة بشكل كافٍ تأثير العوامل الخارجية مثل السياحة والسياسات الحكومية على جودة الخدمات الفندقية، مما قد يكون له تأثير كبير على النتائج.
Questions related to the research
  1. ما هي الأبعاد الخمسة لجودة الخدمة الفندقية التي تم تقييمها في الدراسة؟

    الأبعاد الخمسة هي الملموسية، الاعتمادية، الاستجابة، الثقة والأمان، والتعاطف.

  2. ما هي الأدوات البحثية التي استخدمتها الباحثة في هذه الدراسة؟

    استخدمت الباحثة المنهج الوصفي التحليلي وأدوات البحث الكمية مثل الاستبيانات التي وزعت على نزلاء الفندق.

  3. ما هي النتائج الرئيسية التي توصلت إليها الدراسة بخصوص جودة الخدمات الفندقية في فندق أفاميا؟

    توصلت الدراسة إلى أن جودة الخدمات الفندقية في فندق أفاميا كانت متوسطة بشكل عام، مع وجود نقص واضح في بعض الأبعاد مثل التعاطف وقوة الاستجابة.

  4. ما هي التوصيات التي قدمتها الدراسة لتحسين جودة الخدمات الفندقية في فندق أفاميا؟

    قدمت الدراسة توصيات مثل نشر ثقافة الجودة داخل الفندق، تحسين التجهيزات، وتوفير الرعاية الشخصية للنزلاء، بالإضافة إلى وضع خطة استراتيجية لتطبيق الجودة.


References used
RUSSELL, R. S; TAYLOR, B. W. Operations Management focusing on Quality and competitiveness. 1nd. ed., prentice Hall, New Jersey, 1998, P347
المصري، سعيد محمد. إدارة وتسويق الأنشطة الخدمية. الدار الجامعية، الإسكندرية، 2002 ، ص270
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