Measuring and analysing standardisation in the Hungarian hotel sector

Petra Gyurácz-Németh


In tourism and the hotel sector standardisation is sometimes an advantage and other times a disadvantage, though it has been mentioned several times. This research explores the topic of standardisation in the Hungarian hotels. The paper determines the level of standardisation in hotels and the extant of the relationship between the level of standardisation and the hotel affiliation, the Hotelstars Union membership, the number of rooms and the star rating.

There are 81 questionnaires filled out by hotel general managers of those hotels which belong to the Hungarian Hotel and Restaurant Association. Only the three-, four- and five-star hotels were questioned by this survey.

The results show that the level of hotel standardisation depends on the hotel chain membership but only weakly by 5%. There are also proven significant relationships with the Hotelstars Union membership, the number of rooms and the star rating of the hotels.

Keywords: Standardization, hotel, chains, hotel stars, rooms.


Standardization, hotel, chains, hotel stars, rooms

Full Text:



Anderson E. W., Fornell, C. & Rust R.T. (1997). Customer Satisfaction, Productivity and Profitability: Differences Between Goods and Services. Marketing Science, 16(2), 129-145.

Baalbaki I. B. & Malhotra N. K. (1993). Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate. International Marketing Review, 10(1), 19-44

Cloninger P. A. & Swaidan Z. (2007). Standardization, customization and revenue from foreign markets. Journal of Global Marketing, 20 (2/3), 57-69.

Gilpin, S.C. & Kalafatis, S.P. (1995). Issues of Product Standardisation in the Leisure Industry. The Service Industries Journal, 15(2),186-202.

Gyurácz-Németh, P. (2013). Global/local Competitiveness in case of Accor Hotels. in Vlasic, Krupka, Pavicic (eds.) Global Business Conference 2013 Proceedings: Socially responsible business and global/local competitiveness. Zagreb: Innovation Institute.

Hassanien, A., Dale, C. & Clarke, A. (2010). Hospitality Business Development. Oxford: Butterworth-Heinemann.

Heppel, M. (2010). 5 Star Service, How to Deliver Exceptional Customer Service. Harlow: Pearson.

Irons, K. (1997). The Marketing of Services, A Total Approach to Achieving Competitive Advantage. Cambridge: McGraw-Hill.

Johnston, R., Clark, G. & Shulver, M. (2012). Service Operations Management, Improving Service Delivery. Harlow: Pearson.

Juran, J. M. (1988). Juran’s Quality Control Handbook. New York: McGraw Hill

Kakavelakis, K. (2010). Family-themed Control in “Service Factories”, An Examination of Modes of Service Delivery and HRM Styles in the UK Restaurant Sector. Personnal Review, 39(5), 557-573.

Kimes, S.E. & Mutkoski, S.A. (1991). Assessing Customer Contact: Work Sampling in Restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 32 (1), 82-88

Kotler, P. & Armstrong, G. (2010). Principles of Marketing. London: Pearson.

Kurtz, D.L. & Clow, K.E. (1998). Services Marketing. New York: John Wiley & Sons Inc.

Lampel, J. & Mintzberg, H. (1996). Customizing Customization. Sloan Management Review, 38, 21-30.

Lovelock, C. (1992). Seeking Synergy in Service Operations: Seven Things Marketers Need to Know about Service Operations. European Management Journal, 10(1), 22-29.

Lovelock, C., Vandermerwe S. & Lewis B. (1996). Services Marketing, A European Perspective. Berwick-upon-Tweed: Prentice Hall.

McCutcheon, D.M., Meredith J.R. & Raturi, A.S. (1994). The Customization-Responsiveness Squeeze. Sloan Management Review, Winter, 89-104.

Mesdag, van, M. (2000). Culture-sensitive adaptation or global standardization – the duration-of-usage hypothesis. International Marketing Review, 17(1), 74-84.

Nesheim, T. (1990). Service Management and Organizational Design. Scandinavian Journal of Management, 6(3), pp. 181-195.

Nordin, F., Kindström, D., Kowalkowski, C. & Rehme, J. (2011). The Risk of Providing Services, Differential Risk Effects of the Service-Development Strategies of Customisation, Bundling, and Range. Journal of Service Management, 22(3), 390-408.

Nunes, C.R. & Machado, M.J.C.V. (2014). Performance evaluation methods in the hotel industry. Tourism & Management Studies, 10(1), pp. 24-30.

Pizam, A. & Holcomb, J. (2008). International Dictionary of Hospitality Management. Oxford: Elsevier.

Radojevic, T., Stanisic, N. & Stanic, N. (2015). Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management, 51, pp. 13-21.

Rhee, H.T. & Yang, S-B. (2015). Does hotel attribute importance differ by hotel? Focusing on hotel star-classifications and customers’ overall ratings. Computers in Human Behavior, 50, pp. 576-587.

Ritzer G. (2001). Exploration in the Sociology of Consumption, Fast Food, Credit Cards and Casinos. London: Sage.

Ritzer, G. (2004). The McDonaldization of Society, Revised New Century Edition. Thousand Oaks: Sage.

Samiee, S., Jeong, I., Pae, J.H & Tai, S. (2003). Advertising Standardization in Multinational Corporations, The Subsidiary Perspective. Journal of Business Research, 56(8), 613-626.

Sasser, W. E., Olson, R. P. & Wyckoff, D. D. (1978). Management of Service Operations: text, cases and reading. Boston: Allyn& Bacon.

Silvestro R., Fitzgerald, L., Johnston R. & Voss, C. (1997). Towards a Classification of Service Processes in M. Gabott,, G. Hogg (eds.), Services Marketing Management (pp. 361-374). Orlando: The Dryden Press.

Sundbo, J. (1994). Modulization of service production and a thesis of convergence between service and manufacturing organizations. Scandinavian Journal of Management, 10(3), 245-266.

Sundbo, Jon (2002). The Service Economy: Standardisation or Customisation? The Service Industries Journal, 22(4), 93-116.

Surprenant, C.F. & Solomon, M.R. (1987). Predictability and Personalization in the Service Encounter. Journal of Marketing, 51(April), 73-80.

Tether B.S., Hipp C. & Miles I (2001). Standardisation and particularisation in services: evidence from Germany. Research Policy, 30(7), 1115-1138.

Upton, D.M. (1994). The Management of Manufacturing Flexibility. California Management Review, 36(2), pp. 72-89.

Van Looy, B., Gemmel, P. & van Dierdonck, R. (2003). Services Management, An Integrated Approach. Glasgow: Prentice Hall.

Veres, Z. (2009). A szolgáltatásmarketing alapkönyve. Budapest: Akadémiai Kiadó.

Weaver, A. (2005). The McDonaldization Thesis and Cruise Tourism. Annals of Tourism Research, 32(2), 346-366.

Zeithaml, V.A. & Bitner, M.J. (1996). Services Marketing. Singapore: McGraw-Hill.

Zeithaml, V.A., Bitner, M.J. & Gremler, D.D. (2009). Services Marketing, Integrating Customer Focus Across the Firm. Singapore: McGraw-Hill.

Copyright (c) 2018 Tourism & Management Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.