The Impact of Service's Characteristics on Staffs and Customers (Case study: Isfahan's Parsian Hotels)

This study will analyze the impact of services’ characteristics on staffs and customers. The research has got aim applied and correlational descriptive research method. The studied target groups were Isfahan’s Parsian Hotels Staffs. 132 questionnaires has been distributed between the staffs and Cronbach alpha coefficients was considered for the reliability of the research. Furthermore the structural equation and t-test was used in order to analyze the data. Data analysis shows that there is a significant relation between services’ features and staffs’ and customers’ satisfaction. Also there is a direct relation between the physical features of services and staffs’ satisfaction . Furthermore it was proved that customers’ satisfaction will affect their loyalty directly and there exists a direct relation between staffs’ satisfaction and their organizational commitment. This study is focused on a limited number of variables and other affecting variables on staffs and customers are not considered. In addition, this research was conducted between a selected statistical population which will limit the generalization ability of the findings. Results of this research could be worthy and functional for researchers , students and specially for the managers who are working in hotel industry. Although many studies have been conducted based on the similar variables (that is used in this research), only few of them have provided such a comprehensive model in hotel industry.