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The impact of conducting a short-term improvement process on TQM practices implementation, customers'

satisfaction and loyalty

Walid Youssef Montasser - Prof Dr. Abd Alhakim Al Manhawy – Prof Dr. Essam Alanany

Abstract: Total quality management (TQM) can be defined as the agreed company-wide and plant-wide operating work structure, documented in effective, integrated technical and managerial procedures, for guiding the co-ordinated actions of the people; the machines, and the information of the company and plant in the best and most practical ways to assure customer quality satisfaction and economical costs of quality. Total quality management (TQM) has become popular in the hospitality industry. Many organizations working in the field of hospitality industry have already realized that their only way of surviving in today’s competitive global market is to become a successful “total quality management organization. The aim of this part of the research is to re-test the validity of the introduced theoretical model in the first part of the research, the validity of such a model can provide guidance for managers, decision makers and quality practitioners aiming to implement TQM in 5-stars hotels business to achieve their long and/or short

- terms quality goals, the hotel that was selected to conduct the TQM practices improvement process in the third part of the research , was re-used as a

case study for primary data collection, the statistical package for social science (SPSS) approach was used for hypotheses testing, Furthermore, a future scope is also presented at the end of this part of the research.

Index Terms- TQM practices (CSFs), hospitality industry, service quality, customer’s satisfaction and loyalty, assessment tool, hypotheses re-testing.

1-INTRODUCTION

- - - - - - - ¡ - - - - - - -

part are not those used in the first part of the research),

otal quality management (TQM) is a management philosophy that help managing organizations to improve its overall performance and effectiveness in achieving quality status at global level (Zhang et al,. 200; Yusof and Aspinwall, 1999; Arumugam et al,. 2008). Voluminous work has been done and still been undertaken on TQM practices and business performance in the service sector. Many empirical studies have reported strong and positive results on the link between TQM practices and quality performance (Lakhal et al., 2006; Prajogo and Sohal,
2003; Fryer et al., 2007; Samat et al., 2006; Wali et al., 2003; Kaynak, 2003; Powell, 1995; Hafeez et al., 2006; Mellahi and Eyuboglu, 2001). The goal of the whole research with its various parts was to empirically assure the direct and strong relationship between a carefully selected TQM practices (CSFs) and the organization performance and its impact on acquiring and sustaining customer’s loyalty.

For so, in the first part of this research see (Walid

Montasser & Abd Alhakim Almanhawi, IJSER magazine, volume
4, issue 2, February edition ), the researcher conducted a

pilot study in five well known quality – oriented 5 –

stars Egyptians hotels, the aim of this study was to try to

benefit from the quality management experience

possessed by these hotels managers particularly in the

field of TQM practices and applications to help in

identifying the TQM critical success factors with the

greater direct and positive effect on 5-stars hotels

performance using service quality as a performance

indicator , and as a result a constructed theoretical

model and a set of four main hypotheses and 20 sub-

hypotheses were introduced, in the second part of the

research see (Walid Montasser & Abd Alhakim Almanhawi,

IJSER magazine, volume 4, issue 4, April edition ),the

researcher statistically tested the proposed hypotheses in

part one using a group of five 5-stars Egyptian hotels as

a case study (Note, the five hotels used in the second

however, the results realized from the testing process

proved the validity of the theoretical model, but the

researcher believed that there was a need to assure the

validity of the model through conducting a TQM

practices improvement process, the goal of this

improvement process was to enhance the TQM practices

implementation and to measure the realized

effectiveness on the level of service quality and

customer’s satisfaction and loyalty, but because of

reasons related to time consuming, financial resources

and the difficulty to conduct ant monitor the TQM

improvement process in the five hotels at the same time,

the researcher selected one of the pre –selected five

hotels in part two to be used as a case study in the third

part of the research, in the third part see (Walid Montasser

& Abd Alhakim Almanhawi, IJSER magazine, volume 4, issue 5, May edition ), a TQM improvement team was selected and trained on quality related issues and tools including the TQM-based self-assessment tool proposed in the fourth part of the research see (Walid Montasser, Abd Alhakim Almanhawi & Essam Alanany, IJSER magazine, volume 4, issue
7, July edition ), this assessment tool was used to identify the weak areas in TQM practices implementation as shown in table (8), each of this weak areas represented a quality objective to achieve, based on these objectives an improvement plan was formulated and implemented, in the current part of the research the assessment tool was used again to measure the degree of improvement in TQM practices implementation, then the proposed hypotheses was tested, taking in consideration that the hypotheses testing process is limited to one hotel only, but as a future work, a TQM improvement processes could be conducted in the other four hotels selected in the second part of the research, the feedback from the improvement processes of the whole five hotels could be

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analyzed and used for hypotheses re-testing and then compared to the results realized in the second part of the research to assure once more the validity of the theoretical model.

2-Research methodology

In the second part of the research, the researcher selected
a group of five 5-stars Egyptian hotels to be used as a case
study as mentioned before, primary data for each of the five
hotels was collected and analyzed, the proposed
hypotheses were tested for each of the selected five hotels
and also for the combined five hotels that were handled as
one unit, but due to text limitation only the results of
hypotheses testing for the combined five hotels were
demonstrated, for so, the researcher will display the results
of hypotheses testing for the hotel used as a case study
(Hotel no. 3) before and after the TQM practices
improvement process as follows

2-1-Before the TQM improvement process the research was preceded through 4 steps as demonstrated below.

Step 1

In order to test the main hypothesis H1 and its 10 sub-
hypotheses H11 to H110, a questionnaire composed of 10
constructs representing the chosen 10 CSF was
disseminated over the selected hotel experts (50
questionnaires), as to determine the extent of the 10 TQM
CSFs implementation in the hotel.

Step 2

In order to test the main hypothesis H2 and its 10 sub-
hypotheses H21 to H210 it was important to evaluate the
quality of service offered by the hotel from the
professionals point of view, so the researcher
communicated the Egyptian ministry of tourism to obtain
this necessary information as appraised by auditing
companies hired especially for this matter.

Step 3

In order to test the two main hypotheses H3 and H4, a
questionnaire composed of 4 parts was disseminated over a
sample size of (88), this sample size was calculated in the
second part of the research.
-The first part of the questionnaire was used to describe
the demographic characteristic of the hotel customers.
-The second part composed of 22 questions to measure
the 5 dimensions of quality of service identified by
(Parssuraman, 1980) as perceived by the hotels customers.
(These 5 dimensions are reliability, assurance, tangibles,
empathy and responsiveness).
-The third part composed of 5 questions to measure the
degree of customer satisfaction.
-The fourth part composed of another 5 question to
measure the degree of customer loyalty.

Step 4

In order to identify the weak areas in the TQM practices
implementation as a vital step in the TQM improvement
process, the selected TQM improvement team
distributed a total of 31 assessment tool forms on the
hotel’s head of divisions and departments.

Results

First it should be noted that the internal reliability of the
constructs of all the questionnaires in addition to the
assessment tool used in the current research with their
different numbers of statements were measured in the
previous parts of the research; Cronbach’s alphas were
calculated for each construct and all values were larger than
0.7 (a level considered “acceptable” in most social science
research).

As for step 1

The means and standard deviations of the expert’s
answers extracted from the gathered 50 questionnaires are
shown in table below:

Table1: means and standard deviations of hotel 3 (before improvement).

- Testing the first main hypothesis H1

The results in table (1) showed that the perceived mean
value of the implemented 10 TQM CSFs is equal to (3.82)
which is a moderate value, and that the standard deviation
is equal to (1.01), this calculated mean is less than the
expected mean value which was estimated before in the
second part of the research by (4.35) according to Likert
scale, so it is clear that there is a gap existence between
them.
To confirm this result the researcher developed a one
sample T-test that revealed a significant difference between
the perceived value of the implemented 10 TQM critical
success factors and of the expected value through
calculating (P value=0.00) which is less than (0.05) which
mean that the null hypothesis is rejected and the alternative
hypothesis is accepted, also by measuring the value of (T
calculated= -3.71) it is less than the value of (T tabulated= -
2.010).
These results were confirmed by measuring the upper
confidence interval limit equal (4.059) which is less than the
expected value estimated by (4.35).

• From the above results it is clear that the first

main hypothesis H1 is rejected.

-Testing the 10 sub-hypotheses H11 to H110

The researcher developed 10 one sample T tests, and the
results are shown in table (2).

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Table 2: one sample T test

It is clear from table that (P value= 0.00) for only seven tests which are less than (0.05), while the other three tests have a (P value) that ranges between (0.101 & 0.930) which are greater than (P value= 0.05), also these seven tests have (T calculated) which ranges between (-9.411 & - 2.20) that are less than (T tabulated=-2.010), while the other three tests have (T calculated) which ranges between (-1.29 &
1.50) which are greater than (T tabulated=-2.010), also these seven tests have an upper confidence interval limit that ranges between (3.306 & 4.243) which are less than the expected value estimated by (4.35), while the other three tests have an upper confidence interval limit which ranges between (4.430 & 4.667) which include the expected value estimated by (4.35), for so, only seven sub- hypotheses which are H11, H12, H13,H14,H15,H16,H19 are rejected while the other three sub-hypotheses H17,H18,H110 are accepted

• From the above results it is clear that the 10 sub-

hypotheses H11 to H110 are partially rejected.

As for step 2

The feedback from the Egyptian ministry of tourism
revealed that the selected hotel was audited through the
last two months of year 2012, and the service quality
offered was evaluated for the selected hotel, The result in
of the implemented TQM CSFs increases the quality of service increases.
Also, a multiple regressions model was developed between the 10 TQM critical success factors as independent variables and service quality as dependent variable, and the results revealed that the model is significant through a (P value= 0.00) which is less than (0.05), and confirmed by (F calculated = 8.734 ) which is greater than (F tabulated =
2.084 ), also the effect of the 10 TQM CSFs on the service quality was proved through the P values for the coefficients of the multiple regression which ranges between (0.000 &
0.005) that is less than (0.05), so it is clear that all of the 10
TQM critical success factors have a positive impact on
service quality, to ensure the previous results the coefficient
of determination was calculated and its value was (r2=
80.75%) and that indicate that all of the 10 TQM critical
success factors have a strongly positive impact on service
quality,

• From the above results it clear that the second

main hypothesis H2 is accepted.

- Testing the 10 sub-hypotheses H21 to H210

The researcher developed a 10 simple regression models
between the quality of service as dependent variable and
each of the 10 TQM CSFs as independent variable, and the
results showed that all models proved to be significant
through (P value) that ranges between (0.012 & 0.023)
which are less than (0.05), and confirmed by (F calculated)
which ranges between (19.550 & 46.687) that are greater
than (F tabulated = 4.043), also the coefficients of
determination r2 were calculated and it ranges between
(34% & 52%), these results mean that each of the 10 TQM
CSFs positively affect the service quality.

• So it is clear that the 10 sub- hypotheses H21 to

H210 are accepted.

As for step 3

The researcher determined the Sample Size for customers for hotel 3 through the following.
First: without taking into account the research population using equation number (1):

t 2 p(1 − p)

table (3) below shows that the perceived mean value of
service quality is equal to (3.415) which is a moderate value,
and is less than the expected mean value of service quality

Where:

n = (1)

d 2

which was estimated before by (4.25), so it is clear that there
is a gap existence between them.

Table3: the mean value of service quality for the hotel

(Source: Egyptian ministry of tourism)

n: is the sample size required
t: is the number of standard units, ± 1.96 for the 95 %
confidence level.
p: is the proportion of vocabulary having the
characteristics in question that are 50%.
d: is the limit of error of 5% to 95% confidence level.

2

- Testing the second main hypothesis H2

The researcher developed Pearson correlation matrix

n = 1.96

x 0.5(1 − 0.5) = 384.16 ≅ 385

0.052

between the mean value of 10 TQM critical success factors
and the mean value of service quality, the results revealed a
direct and strongly positive relationship between them,
their values ranges between (0.75 & 0.87) and significance
with (P value = 0.00), that indicates that as the mean value
The researcher found the required sample size n = 385. Second: the size of the sample was determined taking
into consideration the size of the community using equation number (2).

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More than 85% of respondents were above 30 years,

Where:

n1 =

n

1 + n / N

(2)
which is an evidence for the presence of personnel with experience
The percentage of young personnel is less than (15%)
n1: sample size modified with size of research
community.
n : sample size without taking into account research
community
N: size of research community existing in the chosen
population and due to the statistics presented by the
managers of the selected 5 hotels, the researcher found that
(11800) customers had stayed in the hotels between
15/12/2012 – 15/1/2013.
Table (6) represents data.

Table 6: Sample Distribution of Members According to Age

n1 =

385

1 + 385 /11800

≅ 373

Qualification:

It is the distribution of personnel on the sample
From the above result the researcher chosen a sample
size of 380 customers representing the five hotels, and a 380
questionnaire forms were distributed over the customers,
the number of questionnaires that was distributed to each
of the 5 hotels customers are shown in table (4).

Table 4: number of questionnaires introduced for each hotel.

according to the variable qualification
More than 81% of respondents were highly qualified,
which is evidence for the presence of qualified personnel in
the sample.
The percentage of personnel with low qualification is
less than (19%).
Table (7) represents data.

Table 7 Sample Distribution According to Qualification

Descriptive analysis of the sample

The analysis includes the demographic variables for
personnel of the study sample:

• Gender

• Age

• Qualification

Gender:

It is the distribution of personnel on the sample
according to the variable gender.
Table (5) shows the number and percentage of males and
females who had replied the 88 questionnaires.

Table 5: Sample Distribution of Members According to

Gender

- Testing the third main hypothesis H3.

The means and standard deviation of the customer’s
answers from the gathered 88 questionnaires are shown in
table (8) below.

Table 8: Means and standard deviation of the hotel

Age:

It is the distribution of personnel on the sample
according to the variable age
The researcher developed Pearson correlation matrix between the mean value of the 5 dimensions of service quality and the mean value of customer satisfaction, the results revealed a direct and strongly positive relationship between them, their values ranges between (0.80 & 0.87) and significance with (P value = 0.00), and indicates that as the mean value of the quality of service dimensions increases the value of customer satisfaction increases.

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Also, a multiple regressions model was developed between the 5 dimensions of service quality as independent variables and customer’s satisfaction as dependent variable, and the results revealed that the model is significant through a (P value = 0.000) which is less than (0.05), and confirmed by (F calculated = 6.250 ) which is greater than (F tabulated = 2.326), also the effect of the 5 dimensions of quality of service on customer’s satisfaction was proved through the P values for the coefficients of the multiple regression which ranges between (0.000 & 0.003) that is less than (0.05), so it is clear that all these dimensions have a positive impact on customer’s satisfaction, to confirm the previous results the coefficient of determination was calculated and its value was (r2= 83.15%) and that indicates that all of the 5 dimensions of quality of service have a strongly positive impact on customer’s satisfaction,
The researcher developed a 5 simple regression models between the customer satisfaction as dependent variable and each of the 5 dimensions of service quality as independent variable, and the results showed that all models proved to be significant through (P value) that ranges between (0.009 & 0.02) which is less than (0.05), and confirmed by (F calculated) which ranges between (35.535
& 51.054) that are greater than (F tabulated = 3.952), also the coefficients of determination r2 were calculated and it
ranges between (31% & 43%), these results mean that each of the dimensions of service quality positively affect customer’s satisfaction.

• From the above results it clear that the third main hypothesis H3 is accepted.

- Testing the fourth main hypothesis H4

The researcher calculated Pearson correlation between
the mean value of the customer’s loyalty and the mean
value of customer’s satisfaction , the result revealed a direct and strongly positive relationship between them, their value equal (0.89) and significance with (P value = 0.00), and indicate that as the mean value of customer satisfaction increases the value of customer loyalty increases.
Also, a simple regression model was developed
between customer’s loyalty as dependent variable and
customer satisfaction as independent variable, the results revealed that the model is significant through a (P value =
0.005) which is less than (0.05), and confirmed by (F
calculated = 8.150) which is greater than (F tabulated =
3.952), so it is clear that customer’s satisfaction has a
positive impact on customer’s loyalty, to confirm the previous result the coefficient of determination was calculated and its value was (r2= 87.60%) and it indicates that customer’s satisfaction has a strongly positive impact on customer’s loyalty.

• From the above results it clear that the fourth

main hypothesis H4 is accepted. .

As for step 4

The results of the gathered 31 TQM-based self- assessment tool forms are demonstrated in table below.

Table 9: assessment of TQM CSFs implementation

(before improvement)

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Note: only weak areas of the hotel’s TQM implemented practices are

presented due to the text limitation

The findings of the hotel data analysis before the improvement process can be summarized as follows:

• According to the analysis of the gathered data, it was

obviously clear that 7 of the TQM CSFs were not
effectively implemented in the hotel, as their calculated
mean values were less than the expected mean value.

• The evaluation of service quality offered by the selected

hotel, whether through professional’s appraisal or
through investigating the hotel customers point of views
showed that the perceived mean value of the offered
service quality was less than the expected mean value.

• It was also proved that there is a strongly positive

relationship between the implemented 10 TQM CSFs
and the service quality offered by the selected hotel, so
as the degree of implementation of the 10 critical success
factors increases the value of service quality offered
increases and vice versa.

• Data analysis also revealed that the levels of both

customer’s satisfaction and customer’s loyalty were less
than the expected ones.

• Furthermore strongly positive relationships existed

between both service quality and customers satisfaction
and between customer’s satisfaction and customer’s
loyalty, so as the level of service quality increases the
levels of both customer’s satisfaction and loyalty
increase.
The above results can be briefly explained, that the low
degree of implementation of most of the selected 10 TQM
CSFs caused a low level of the perceived service quality,
which in return led to a low levels of both customer’s
satisfaction and loyalty, and this prove that the proposed
theoretical model is valid to be used.
Finally the weak areas of the TQM practices
implementation were identified and used in setting the
TQM practices improvement plan, this plan was
implemented through three programs and lasted for three
months from 7/2/2013 till 7/5/2013.

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2-2-After the TQM improvement process the research was preceded again through 4 steps as follows.

Step 1

In order to evaluate the degree of improvement in the
weak areas of TQM practices implementation, the selected
TQM improvement team re-distributed the same number of
31 assessment tool forms on the hotel’s head of divisions
and departments.

Step 2

In order to test the main hypothesis H1 and its 10 sub-
hypotheses H11 to H110, a questionnaire composed of 10
constructs representing the chosen 10 CSFs was
disseminated over the selected hotel experts (50
questionnaires), as to determine the extent of the 10 TQM
CSFs implementation, after the improvement process in
the hotel.

Step 3

In order to test the main hypothesis H2 and its 10 sub-
hypotheses H21 to H210, it was important to evaluate the
quality of service offered by the hotel from the
professional’s point of view, so the researcher
communicated the Egyptian ministry of tourism again to
obtain this necessary information as appraised by the
auditing companies hired especially for this matter.

Step 4

In order to test the two main hypotheses H3 and H4, a
questionnaire composed of 4 parts was disseminated again
over the previously calculated sample size of (88).
-The first part of the questionnaire was used to describe
the demographic characteristic of the hotel customers.
-The second part composed of 22 questions to measure
the 5 dimensions of quality of service identified by
(Parssuraman, 1980) as perceived by the hotels customers.
(These 5 dimensions are reliability, assurance, tangibles,
empathy and responsiveness).
-The third part composed of 5 questions to measure the
degree of customer satisfaction.
-The fourth part composed of another 5 question to
measure the degree of customer loyalty.

Results

As for Step 1

The results of the gathered 31 self-assessment tool forms are demonstrated in table below.

Table 10: assessment of TQM CSFs implementation after improvement.

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As for Step 2

The means and standard deviations of the expert’s

answers extracted from the gathered 50 questionnaires are shown in table below:

Table11: means and standard deviations of the hotel

- Testing the first main hypothesis H1

The results in table (10) showed that the perceived mean
value of the implemented 10 TQM CSFs is equal to (4.20)
which is above moderate value, and that the standard
deviation is equal to (0.832), this calculated mean is less
than the expected mean value which was estimated before
by (4.35) according to Likert scale, so it is clear that there is
a gap existence between them.
To confirm this result the researcher developed a one
sample T-test that revealed there is no significant difference
between the perceived value of the implemeted10 TQM
critical success factors and of the expected value through
calculating (P value=0.104) which is greater than (0.05)
which mean that the null hypothesis is accepted and the
alternative hypothesis is rejected, also by measuring the
value of (T calculated= -1.27), it is greater than the value of
(T tabulated= -1.677).
These results were confirmed by measuring the upper
confidence interval limit equal (4.397) which includes the
expected value estimated by (4.35).

• From the above results it is clear that the first

main hypothesis H1 is accepted.

-Testing the 10 sub-hypotheses H11 to H110

The researcher developed 10 one sample T tests, and the
results are shown in table (12).

Table 12: one sample T test

Note: only weak areas of the hotel’s TQM implemented practices are presented due to the text limitation

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2.084 ), also the effect of the 10 TQM CSFs on the service quality was proved through the P values for the coefficients of the multiple regression which ranges between (0.000 &
0.004) that is less than (0.05), so it is clear that all of the 10
TQM critical success factors have a positive impact on
service quality, to confirm the previous results the
coefficient of determination was calculated and its value
was (r2= 85.8%) and that indicate that all of the 10 TQM
It is clear from the table that for only five tests (P value)
ranges between (0.00 & 0.018) which are less than (0.05),
while for the other five tests (P value) ranges between
(0.238 & 1) which are greater than (0.05), also the values of
(T calculated) for the first five tests ranges between (-6.36 &
- 2.15) which are less than (T tabulated=-1.970), but for the
other five tests (T calculated) ranges between (-0.4 & 3.97)
which are greater than (T tabulated=-1.970), also by
calculating the values of the upper confidence interval limit
for the first five tests they ranges between (3.928& 4.273)
which are less than the expected value estimated by (4.35),
while for the other five tests the upper confidence interval
limit ranges between (4.430 & 4.919) which include the
expected value estimated by (4.35) for so, only five sub-
hypotheses which are H11,H12,H13,H16,H19 are rejected
while the other five sub-hypotheses H14,H15,H17,H18,H110
are accepted

• From the above results it is clear that the 10 sub-

hypotheses H11 to H110 are partially accepted.

As for step 3

The feedback from the Egyptian ministry of tourism
revealed that that because of some managerial and financial
restrictions, the ministry sent a committee of three quality
experts working in the field of hospitality, instead of hiring
a professional company, as happened in part two of the
research, as to evaluate the service quality offered by hotel,
The result of the evaluation process as shown in table (13)
clarify that the perceived mean value of service quality is
equal to (3.953) which is an above moderate value, and is
less than the expected mean value of service quality which
was estimated before by (4.25), so it is clear that there is a
gap existence between them.

Table 13: the mean value of service quality for the hotel

(Source: Egyptian ministry of tourism)

- Testing the second main hypothesis H2

The researcher developed Pearson correlation matrix
between the mean value of 10 TQM critical success factors
and the mean value of service quality, the results revealed a
direct and strongly positive relationship between them,
their values ranges between (0.81 & 0.90), and significance
with (P value = 0.00), and indicate that as the mean value of
the implemented TQM CSFs increases the quality of service
increases.
Also, a multiple regressions model was developed
between the 10 TQM critical success factors as independent
variables and service quality as dependent variable, and the
results revealed that the model is significant through a (P
value= 0.00) which is less than (0.05), and confirmed by (F
calculated = 13.01 ) which is greater than (F tabulated =
critical success factors have a strongly positive impact on service quality,

• From the above results it clear that the second

main hypothesis H2 is accepted.

- Testing the 10 sub-hypotheses H21 to H210

The researcher developed a 10 simple regression models
between the quality of service as dependent variable and
each of the 10 TQM CSFs as independent variable, and the
results showed that all models proved to be significant
through (P value) that ranges equal (0.000) which is less
than (0.05), and confirmed by (F calculated) which ranges
between (26.07 & 54.53) that are greater than (F tabulated =
4.043), also the coefficients of determination r2 were
calculated and it ranges between (38% & 57%), these results
mean that each of the 10 TQM CSFs positively affect the
service quality.

• So it is clear that the 10 sub- hypotheses H21 to

H210 are accepted.

As for Step 4:

Descriptive analysis of the sample

Before conducting this analysis, it should be noted that the
researcher was eager to select a sample size that possessed
a demographic characteristic as identical as possible to
those possessed by the sample size that was selected before
the improvement process was conducted, as to ensure the
validity and credibility of this part of the research.
The analysis includes the demographic variables for
personnel of the study sample:

• Gender

• Age

• Qualification

Gender:

It is the distribution of personnel on the sample
according to the variable gender.
Table (14) shows the number and percentage of males
and females who had replied the 88 questionnaires.

Table 14: Sample Distribution of Members According to

Gender

Age:

It is the distribution of personnel on the sample
according to the variable age
More than 80% of respondents were above 30 years,
which is an evidence for the presence of personnel with
experience
The percentage of young personnel is less than (20%)
Table (15) represents data.

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Table 15: Sample Distribution of Members According to Age

Qualification:

It is the distribution of personnel on the sample
according to the variable qualification
More than 80% of respondents were highly qualified,
which is evidence for the presence of qualified personnel in
the sample.
The percentage of personnel with low qualification is
less than (20%).
Table (16) represents data.

Table 16 Sample Distribution According to Qualification

- Testing the third main hypothesis H3.

The means and standard deviation of the customer’s
answers from the gathered 88 questionnaires are shown in
table (17) below.

Table 17: means and standard deviations of the 5 hotels.

The researcher developed Pearson correlation matrix between the mean value of the 5 dimensions of service quality and the mean value of customer satisfaction, the results revealed a direct and strongly positive relationship between them, their values ranges between (0.84 & 0.91) and significance with (P value = 0.00), and indicate that as the mean value of the quality of service dimensions increase the value of customer satisfaction increases.
Also, a multiple regressions model was developed between the 5 dimensions of service quality as independent variables and customer’s satisfaction as dependent variable, and the results revealed that the model is significant through a (P value = 0.000) which is less than (0.05), and confirmed by (F calculated = 15.750 ) which is greater than (F tabulated = 2.326), also the effect of the 5 dimensions of quality of service on customer’s satisfaction was proved through the P values for the coefficients of the multiple
regression which ranges between (0.000 & 0.004) that is less than (0.05), so it is clear that all these dimensions have a positive impact on customer’s satisfaction, to assure the previous results the coefficient of determination was calculated and its value was (r2= 85.42%) which confirm that all of the 5 dimensions of quality of service have a strongly positive impact on customer’s satisfaction ,
The researcher developed a 5 simple regression models between the customer satisfaction as dependent variable and each of the 5 dimensions of service quality as independent variable, and the results showed that all models proved to be significant through (P value) that equals (0.000) which is less than (0.05), and confirmed by (F calculated) which ranges between (38.97 & 55.054) that are greater than (F tabulated = 3.952), also the coefficients of determination r2 were calculated and it ranges between (36% & 49%), these results mean that each of the dimensions of service quality positively affect customer’s satisfaction.

• From the above results it clear that the third main

hypothesis H3 is accepted.

- Testing the fourth main hypothesis H4

The researcher calculated Pearson correlation between
the mean value of the customer’s loyalty and the mean
value of customer’s satisfaction, the result revealed a direct
and strongly positive relationship between them, their
value equal (0.92) and significance with (P value = 0.00),
and indicate that as the mean value of customer satisfaction
increases the value of customer loyalty increases.
Also, a simple regression model was developed
between customer’s loyalty as dependent variable and
customer satisfaction as independent variable, the results
revealed that the model is significant through a (P value =
0.000) which is less than (0.05), and confirmed by (F
calculated = 16.03) which is greater than (F tabulated =
3.952), so it is clear that customer’s satisfaction has a
positive impact on customer’s loyalty, to ensure the
previous result the coefficient of determination was
calculated and its value was (r2= 88.35%) and it confirms
that customer’s satisfaction has a strongly positive impact
on customer’s loyalty.

• From the above results it clear that the fourth

main hypothesis H4 is accepted.

The findings of the hotel data analysis after the improvement process can be summarized as follows:

• The analysis of the data from the gathered 31 assessment

tool forms showed a considerable improvement in the
targeted areas of the implemented TQM practices, which
encouraged the researcher to complete the research;
however the results are below expectancy.

• According to the analysis of the gathered data, it is

obviously clear that the extent of implementation of the
10 TQM CSFs was enhanced after the improvement
process was conducted, and this result was concluded
through the results that showed an increase in the
calculated perceived mean value of the implemented 10
TQM CSFs from (3.82) to (4.20), also showed that the

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number of the effectively implemented TQM practices increased from three to five factors, however the demonstrated results are below the expectancy.

• The evaluation of service quality offered by the selected

hotel, whether through professional’s appraisal or
through investigating the hotel customers point of views
showed that the perceived mean values of the offered
service quality increased after the improvement process
was conducted, however the demonstrated results are
also below the expectancy.

• It was also proved for the second time that there is a

strongly positive relationship between the implemented
10 TQM CSFs and the service quality offered by the
selected hotel, and is clearly expressed through the
coefficient of determination that increased after the
improvement process was conducted from (r2= 80.75%)
to (r2= 85.8%) so as the degree of implementation of the
10 critical success factors increases the value of service
quality offered increases and vice versa.

• Data analysis also revealed that the levels of both

customer’s satisfaction and customer’s loyalty had
increased after the improvement process was conducted;
however the results are below the expectancy.

• Once more the strongly positive relationships existing

between both service quality and customers satisfaction
and between customer’s satisfaction and customer’s
loyalty were confirmed, so as the level of service quality
increases the levels of both customer’s satisfaction and
loyalty increase.
The above results can be briefly explained, that after the
improvement process was conducted, a slight increase in
the degree of implementation of the 10 selected TQM CSFs
was detected, which caused an average increase in the level
of the perceived service quality, which in return led to a
considerable increase in the levels of both customers
satisfaction and loyalty, and this prove that as the proposed
theoretical model was valid to be used before conducting
the improvement process, it is also valid to be used after the
improvement process was conducted.

3-Conclusion

However despite the overall findings produced in this
part of the research, there are still open opportunities for
further studies to assure the validity of the theoretical
model, so as a future work shall include two researches that
will be conducted in parallel, through the first research,
the researcher will conduct a four short-term TQM practices
improvement processes in the other four hotels that were
selected in the second part of the research (Hotels 1,2,4,5)
then the combined results that will be obtained, shall be
compared with the demonstrated results in the second part
of the research through hypotheses testing, this research is
excepted to take about 18 months, while through the
second research the researcher will conduct a long-term
TQM practices improvement process in (hotel 3), this
research is expected to take about 36 months, the TQM
practices improvement processes will be carried out in
coordination with the top managers of the selected 5 hotels,
then after the completion of the improvement process, the
validity of the proposed theoretical model will be re-tested,
and once more the statistical package for social science
(SPSS) approach will be used for hypotheses testing.

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