Perceived Servqual on Hotels

MEASURING PERCEIVED SERVICE QUALITY
A Case Study of the Croatian Hotel Industry

INTRODUCTION
 Hotel industry highly competitive  Service is important for gaining a sustainable competitive advantage in the marketplace  Nature of Service
• Multi-dimensional • Hard to measure

BACKGROUND
 Perceived Service Quality
• The extent to which a firm successfully serves the purpose of customers (Zeithaml, Parasuraman and Berry 1990). • Important attributes:
• Cleanliness, security and safety, employees‘ empathy and competence, convenient location, value formoney and physical facilities

 Service Quality Management
• SERVQUAL Model • 22 items for assessing customer perceiption and expectations • Based on 5 dimensions

SCOPE & OBJECTIVES
 Examine customers’ perceptions of service quality in the Croatian Hotel industry  Assess the perceived service quality using a modified SERVQUAL model  Objectives
• To determine the level of perceived service quality in Croatian hotels • Establish the no. of dimensions of perceived service quality using the modified SERVQUAL model • Test the reliability of the modified SERVQUAL model

METHODOLOGY
 Self-administered questionnaire using the SERVQUAL
• Slightly modified • 1st part: Measured guests’ perceptions on a 7-point Likert scale • 2nd part: Capture demographic and traveling characteristics

 Target population
• • • • Guests staying in hotels on Opatija Riviera during summer of 2007 Distributed in fifteen 2-, 3-, and 4-star hotels Randomly distributed Sample size of 253 questionnaires

MAJOR FINDINGS

MAJOR FINDINGS

MAJOR FINDINGS

CONCLUSION
 Main dimensions of perceived service quality in hotels are ‘reliability’, ‘empathy and competence of staff ’, ‘accessibility’ and ‘tangibles’.  Studies conducted identified different outcomes depending on the measurement context.  Study revealed ‘reliability’ as the most important predictor of perceived service