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Service Quality
- Expectations, perceptions and satisfaction about Service
Quality at Destination Gotland - A case study

Authors: Md.Hussain Kabir and Therese Carlsson
Subject: Master thesis in Business Administration
Program: Masters Program in International Management 15 ECTS Gotland University
Spring semester 2010
Supervisor: Bo Lennstrand

Abstract
This thesis is discussing and analysing expectations and perceptions about service quality in Destination Gotland. The aim is to analyze and research about the role of service quality for creating customer satisfaction and we want to find out the gap between expectations and perceptions through the customers point of view. The difference between expectations and perceptions can be described as satisfaction or lack of satisfaction. The specific questions that are researched in this thesis are:

1. What expectations does customer have on Destination Gotland‟s service quality to become satisfied?
2. What perceptions does customer have about the service quality at Destination Gotland?
3. What are the differences between expectations and perceptions (gap 5 in the SERVQUAL-model)?
The survey is constructed as a case-study and is based on the quantitative method. The results from the different dimensions show that there is a gap between expectations and perceptions which means that the customers are not fully satisfied about the service quality at Destination Gotland. On the other hand, the main respondents said yes on the question if they think the service meet their expectations. From the overall result in the statements we can see that there are several gaps between expectations and perceptions which means that the service quality do not fully meet the expectations. The result shows a total gap at -0,39.

Keywords: Service quality, customer satisfaction, expectations, perceptions, case-study, SERVQUAL, Destination Gotland.

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Acknowledgements
First of all we would like to say thank you to our classmates, friends and participants in the seminar groups that gave us support and good comments about how we could improve our thesis. Your help has been very important for completing the thesis and motivating us when we felt hopeless and bored. We are also thankful to Ingrid Hallberg and Loes Portier-Lenglet that gave attention to our questionnaire and pointed out some mistakes. Another thank you goes to our parents and other family members who gave us inspi ration and support to work hard.

Finally we would also like to direct a special thank you to our supervisor, Bo Lennstrand. We are very grateful for his guidelines and help for identifying problems. Sometimes we were late in our understanding of his directions and feedback but in the end we finally understood perfectly. We realized exactly what he meant and followed what he told us. In the end everything turned out well.

Visby 10-05-31

Therese Carlsson

Md. Hussain Kabir

List of content
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1. Introduction .......................................................................................................................... 4 1.1 Background ...................................................................................................................... 5 1.2 Problematization............................................................................................................... 6 1.3 Research questions and aim ............................................................................................. 7 1.4 Disposition ....................................................................................................................... 8 2. Research design .................................................................................................................... 8 2.1 Case-study ........................................................................................................................ 9 2.1.1 Limitations...
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