Perceived Servqual on Hotels

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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...
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