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Inaki
Heras-Saizarbitoria a, , German Arana a,1 , Olivier Boiral b,2
a
b
a r t i c l e
i n f o
Article history:
Received 1 February 2015
Received in revised form 14 June 2015
Accepted 18 August 2015
Keywords:
ISO 9001
Business performance
Customer satisfaction
Empirical research
Hotel industry
a b s t r a c t
This article analyzes whether customers of hotels that are certied for quality management are more
satised than the customers of non-certied hotels of similar category and location. An empirical study
was carried out with a total sample of 186,769 guest ratings of 828 Spanish and Italian hotels. The ndings
show that quality certied hotels do not receive a statistically signicantly better evaluation or rating
from their customers. Indeed, the statistical analysis carried out conrms that certied hotels have a statistically signicantly lower rating in terms of value for money than non-certied hotels. The implications
for managers, customers and other stakeholders are discussed. The article also discusses the potential
dangers in inferring directly that quality certication in the hospitality industry leads to superior customer satisfaction as is frequently suggested in both the practitioner and the scholarly literature in the
eld.
2015 Elsevier Ltd. All rights reserved.
1. Introduction
Third party certication schemes are attracting more and more
interest in the hospitality industry. Acquiring this type of certication is often discussed in the hospitality literature as an additional
marketing or public relations tool to attract customers (BenavidesChicn and Ortega, 2014; Geerts, 2014). In the hospitality industry,
ISO 9001 is the main global standard for quality management, a
certiable standard that has been strongly promoted in all types of
industry and all over the world (Alonso-Almeida et al., 2013; Cao
and Prakash, 2011; Heras-Saizarbitoria and Boiral, 2013).
In the scholarly literature there is a plethora of research articles that analyze the comparative impact of the ISO 9001 standard
on the improvement of the business and operational performance
of certied companies compared with those that are not certied (for a recent review see Heras-Saizarbitoria and Boiral, 2013).
This is also the case for some works that focus on the hospitality
hotels are more satised than the customers of comparable noncertied hotels of similar category and location. We focus on the
Spanish and Italian hotel industry for three reasons. First, the hotel
industry is one of the sectors of service activity that has generated
most interest in ISO 9001 certication (Tar et al., 2010; AlonsoAlmeida et al., 2012; Tar et al., 2012; Psomas, 2013). Second, ISO
9001 certied hotels use certication to try to reassure consumers
about the quality of the services they offer (Perrigot, 2006). Third,
Spain and Italy are two of the most important countries in the world
in terms of both the relative importance of their hotel industry
(Cortes-Jimenez and Pulina, 2010; Seetaram et al., 2013) and their
certication intensity for ISO 9001 (Marimon et al., 2010).
The remainder of this paper is arranged as follows. Following
this introduction, the paper presents the theoretical framework and
research hypotheses. The next section describes the methodology
adopted. The results of the quantitative eldwork carried out are
then summarized. The paper concludes with a summary discussion, the contributions of the study and the implications for further
research.
139
140
Table 1
Impact of ISO 9001 in the hotel industry: a review of empirical works.
Authors
Country
Sample of hotels
Main ndings
Spain
403
Spain
162
Spain
Greece
10
Minazzi (2006)
Nava Carballido and Rivas-Tovar (2008)
Italy
Mexico
1
96
UK
114
Spain
111
Spain
303
Spain
301
Spain
33
With regard to physical attributes or qualities of the hotel, several factors, such as the cleanliness of the facilities, the comfort of
the hotel and satisfaction with the facilities of the hotel, have been
examined in the empirical literature as some of the most relevant
attributes for general customer satisfaction (Chaves et al., 2012; Li
et al., 2013). Lockyer (2003) emphasized that cleanliness is one of
the most important factors affecting the selection of accommodation and is one of the main components of customer satisfactions
as well. For example, in studies carried out with American business travelers, Weaver and Oh (1993) and Shanahan and Hyman
(2007) found that cleanliness was considered to be one of the most
important factors in producing repeat usage of a hotel. Similarly, as
has been underlined before, the relevance of the attributes related
to room comfort (Choi and Chu, 2001; Zhou et al., 2014) and the
evaluation of the physical facilities (Shanka and Taylor, 2004) and
the physical setting (Zhou et al., 2014) have also been highlighted
in the empirical scholarly literature. As ISO 9001 encourages systematization and continuous improvement of the core operational
activities of the organization (Vavra, 2002), the evaluation of the
level of cleanliness of certied facilities should be higher. Similarly, previous scholarly works have shown that ISO 9001 certied
organizations generally have greater access to physical and other
resources than non-certied organizations of similar size in the
same sector of activity (Heras et al., 2008), as there is evidence of a
selection effect for this type of certication (Heras et al., 2002; Dick
et al., 2008). Therefore, we posit the following three hypotheses:
Hypothesis 3. ISO 9001 certied hotels receive higher customer
ratings than non-ISO 9001 certied hotels regarding the factor of
the level of cleanliness of the facilities.
Hypothesis 4. ISO 9001 certied hotels receive higher customer
ratings than non-ISO 9001 certied hotels regarding the factor of
the degree of satisfaction with the comfort of the hotel.
Hypothesis 5. ISO 9001 certied hotels receive higher customer
ratings than non-ISO 9001 certied hotels regarding the factor of
the degree of satisfaction with the facilities of the hotel.
Finally, value for money is identied in the scholarly literature
as one of the most important factors explaining customer satisfaction in both luxury and budget hotels. For example, in their analysis
of hotel guests perceptions of factors inuencing their satisfaction
and loyalty, Ramanathan and Ramanathan (2011) found that value
for money was one of the main critical attributes. This nding was
corroborated by Magnini et al. (2011), Li et al. (2013) and Dong
et al. (2014). Most of the reviewed empirical works aimed at analyzing the impact of ISO 9001 on an organizations performance
found better performance of ISO 9001 certied rms in terms of
productivity and reduced costs and waste (e.g. Sampaio et al., 2011;
Heras-Saizarbitoria and Boiral, 2013). These positive effects should
improve the value-for-money of products and services produced
by organizations aiming to meet or surpass customer needs and
expectations (Haider, 2001; Oke and Charles-Owaba, 2007; Dale
et al., 2013). Based on these observations, the following hypothesis
is proposed:
Hypothesis 6. ISO 9001 certied hotels receive higher customer
ratings than non-ISO 9001 certied hotels regarding the factor of
the value for money.
141
3
Those criteria have changed since the study was conducted, as the criterion of
Satisfaction has been replaced by Free Wi.
142
Table 2
Distribution of certied and non-certied hotels in the sample according to country and number of stars.
Stars
Spain
Italy
Certied
Total
1
2
3
4
5
Total
Non-certied
%
3
9
51
96
10
169
Total
1.8
5.3
30.2
56.8
5.9
9
41
191
249
17
100
Total
1.8
8.1
37.7
49.1
3.4
507
Total
Certied
%
0
0
5
32
1
100
Non-certied
Total
0
0
13.2
84.2
2.6
38
0
0
20
91
3
100
Certied
Total
0
0
17.5
79.8
2.6
114
Non-certied
%
3
9
56
128
11
100
Total
1.4
4.3
27.1
61.8
5.3
207
100
9
41
211
340
20
1.4
6.6
34.0
54.8
3.2
621
100
Table 3
Distribution of certied and non-certied hotels samples according to country and size.
Number of rooms
Spain
Italy
Certied
Total
049
50149
150299
>300
Total
Total
Non-certied
Certied
Total
Total
Non-certied
Certied
Total
Total
Non-certied
%
Total
50
80
33
6
29.6
47.3
19.5
3.6
209
219
64
15
41.2
43.2
12.6
3.0
9
24
4
1
23.7
63.2
10.5
2.6
45
50
13
6
39.5
43.9
11.4
5.3
59
104
37
7
28.5
50.2
17.9
3.4
254
269
77
21
40.9
43.3
12.4
3.4
169
100.0
507
100.0
38
100.0
114
100.0
207
100.0
621
100.0
the means for certied and non-certied hotels are 3.89 and 3.84,
respectively.
Table 3 shows the proportion of hotels according to size. The
scale suggested by Bohdanowicz (2005) is used to discuss the hotel
lodging capacity. The scale splits hotels in three categories: small
hotels with fewer than 50 rooms, medium sized hotels with a capacity between 50 and 149 rooms and large hotels with 150 rooms or
more. In Spain, the proportion of certied hotels with fewer than
50 rooms is signicantly smaller than for non-certied hotels. In
the other cases, there are no statistically signicant differences
between the proportions of the two sub-samples. However, certied hotels have more rooms (mean 105.37) than non-certied
hotels (mean 88.71). In Spain, there is a signicant difference in
size between certied hotels (mean 109.1) and non-certied hotels
(mean 88.21) but in Italy the difference is not signicant, with the
average size being 90.96 rooms for certied hotels and 88.95 for
non-certied hotels.
Table 4 shows the results of the correlation analysis. There
are statistically signicant correlations showing that ISO 9001
certied hotels have more rooms, more stars and provide worse
Table 4
Correlation analysis of the sample.
Rooms
Rooms
Stars
Cleanliness
Comfort
Location
Facilities
Staff
Value for money
Satisfaction
ISO 9001
Mean with ISO
Mean without ISO
Stars
Clean
Comfort
Location
Facilities
Staff
Satisfaction
1
0.264**
0.402**
0.051
0.290**
0.018
0.009
0.229**
0.080*
1
0.858**
0.287**
0.803**
0.171**
0.573**
0.897**
0.005
1
0.194**
0.865**
0.102**
0.628**
0.883**
0.015
1
0.194**
0.046
0.015
0.479**
0.045
1
0.145**
0.632**
0.885**
0.024
1
0.142**
0.167**
0.030
1
0.707**
0.076*
1
0.028
105.37*
3.6522*
8.4353
8.0343
8.4246
7.8908
8.2778
7.7894*
8.1419
88.71*
3.5169*
8.4422
8.0071
8.5196
7.8481
8.3415
7.9068*
8.1774
1
0.269**
0.184**
0.067
0.097**
0.030
0.049
0.040
0.133**
0.081*
143
Table 5
Logit analysis.
Variables
First step
Satisfaction
Facilities
Second step
Satisfaction
Facilities
Value for money
Beta
Sig.
Stand. error
Wald
Exp (Beta)
0.884
0.776
0.001
0.004
0.258
0.266
11.778
8.517
0.413
2.173
0.249
1.290
0.684
3.660
0.524
0.802
0.400
0.079
0.003
0.017
0.298
0.267
0.167
3.094
9.012
5.676
0.592
2.230
0.670
0.330
1.321
0.482
1.062
3.764
0.932
Observed (n)
ISO (n)
No ISO (n)
2 Log likelihood
Cox and Snell R2
Nagelkerke R2
Omnibus tests of model coefcients (Chi-square)
Sig. (Chi-square)
Hosmer and Lemeshow tests Chi-square
Sig. (Hosmer and Lemeshow tests Chi-square)
First step
Second step
828
621
207
921.768
0.239
0.319
226.084
0.000
9.139
0.331
827
620
207
916.083
0.244
0.326
231.768
0.000
12.504
0.130
Table 6
Variables not included in the Logit equation.
First step
Clean
Comfort
Location
Staff
Value for money
Global statistics
Second step
Clean
Comfort
Location
Staff
Global statistics
Score
Sig.
0.884
0.352
0.991
0.272
5.737
6.752
0.347
0.553
0.320
0.602
0.017
0.240
0.234
0.210
0.286
0.256
1.065
0.628
0.646
0.593
0.613
0.900
Ln
P[ISO]
(1 P(ISO))
= (Satisfaction)
+ (Facilities) + (Value for money) +
Ln
P(ISO)]
1 P(ISO)
144
2005; Potoski and Prakash, 2009; Cao and Prakash, 2011; Han et al.,
2012; Tricker, 2013) is called into question.
Generally speaking, the ndings of our study are in line with the
critical literature on ISO standards (e.g. Kumar and Balakrishnan,
2011; Boiral, 2003, 2012a,b; Christmann and Taylor, 2006). According to this literature, ISO certication is often intended to improve
corporate image rather than internal practices and organizational
effectiveness. As a result, many organizations implement ISO 9001
rather symbolically and the certication process has no substantial
effect on improving performance and customer satisfaction. This
critical perspective generally draws on legitimacy theory, which
claims that the adoption of new practices and structures by organizations tends to be driven by institutional pressures and the
search for social legitimacy rather than a push for internal efciency (Meyer and Rowan, 1977; Christmann and Taylor, 2006;
Boiral, 2003). Although the motivations for the adoption of ISO 9001
in the hospitality industry remain under-studied, one can assume
that external pressures, such as decisions of headquarters of international hotel companies to promote ISO certication worldwide,
play an important part in the implementation of this standard.
Whatever the intensity of these external pressures, managers and
employees are not necessarily convinced of the internal relevance
and efciency of ISO 9001. As a result, the implementation of this
standard can be somewhat disconnected from internal practices
and does not necessarily contribute to improving customer satisfaction. Although the certication process is conducted by external
auditors and is supposed to prevent decoupling between the ISO
standard and internal practices, its rigorousness and impacts have
been criticized in the literature (Heras-Saizarbitoria et al., 2013;
Boiral, 2012a,b, 2003).
Consistent with this critical literature, our results show that,
although the ISO 9001 certication is essentially aimed at improving internal practices and customer satisfaction, it does not
positively contribute to the guest ratings of certied hotels, especially in terms of cleanliness, comfort, location, staff, value for
money and satisfaction. For practitioners our ndings should give
pause for thought, as inated expectations of ISO 9001 quality certication are likely lead to disappointment. Nevertheless,
this conclusion does not necessarily call into question the relevance of the ISO 9001standard itself, especially for organizations
in which this quality management system is well integrated into
daily activities and is used as a real tool for quality improvement.
As consistently shown in the literature (e.g. Heras-Saizarbitoria and
Boiral, 2014; Boiral, 2003, 2012a,b; Christmann and Taylor, 2006),
the internalization of the ISO 9001 standard is far from uniform and
can be very different from one organization to another. As a result,
the ineffectiveness of the ISO 9001 certication observed in our
study may be related to the way this standard is implemented in
the hotels studied rather than the basic foundations of the standard.
In any event, it must be concluded that ISO 9001 certication does
not automatically improve customer satisfaction and should not be
considered by hotels managers as a benchmark for quality management. Similarly, customers should not consider the ISO certication
as a guarantee of quality. Because the information on guest rating is
easily accessible on-line and is based on criteria directly related to
customer satisfaction, its signaling value would appear to be more
relevant and effective for that purpose than the ISO 9001 certicate.
5.1. Limitations of the study and avenues for future research
5.1.1. The limitations of the study suggest directions for future
research.
First, although the study shows consistently that quality certied hotels do not get higher guest ratings, it does not analyze
the reasons why ISO 9001 does not contribute to customer satisfaction. Future research could explore those reasons in order to
Acknowledgements
The research for this paper was supported by a grant from the
Basque Autonomous Government (Grupo de Investigacin Consolidado del Sistema Universitario Vasco IT763-13/GIC12-158).
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