International Journal of Business and Manegement; Vol. 7, No. 14; 2012 ISSN 1833-3850
Published by Canadian Center of Science and Education
Service Quality Management in Hotel Industry: A Conceptual
Framework for Food and Beverage Departments
Ala`a Nimer AbuKhalifeh1 & Ahmad Puad Mat Som1
School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia
Correspondence: Ala`a Nimer AbuKhalifeh, School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia. Tel: 60-4-653-3741. E-mail: firstname.lastname@example.org Received: March 8, 2012
Accepted: May 15, 2012
Online Published: July 16, 2012
Service quality has been an important subject of research involving food and beverage (F&B) departments of hotels. Despite a substantial number of studies on service quality, the reasons why guests revisit a hotel and why a high-quality service from the F&B department is needed have remained unanswered. This paper aims to review existing literature on service quality management in the F&B departments of hotels, its process, and the effective service quality management framework. This paper discusses famous models, and explains Parasuraman’s dimensional framework of service quality management in the area of F&B and its application to the hotel industry. The conceptual paper suggests application of the dimensional model in the F&B department and encourages hotels to improve its management to better satisfy their guests. Keywords: service quality, hotel industry, parasuraman dimensional model, food and beverage department 1. Introduction
Hotel management scholars consider service quality a precedent to guest satisfaction. Some experiential studies show that getting a good quality of service from the food and beverage (F&B) department of a hotel is important for many guests (Armstrong et al., 1997; Crick & Spencer, 2011; Cronin & Taylor, 1992a; Getty & Thompson, 1994; Lam & Zhang, 1998; Parasuraman. et al., 1988a; Sulek & Hensley, 2010; Zeithaml & Bitner, 2003). Researchers have defined service quality in relation to the concept of consumer-perceived quality, which is based solely on the perspective of customers. Such a perception is built in a place where an organization supplies goods and services to customers in a manner that satisfies them and where they examine service quality (Babajide, 2011, p. 48; Carman, 1990; Choi & Chu 1998; Christie 2002; Cronin et al., 2000; Gounaris et al., 2003; Mei et al., 1999; Mill, 2002; O’Neill, 2001; Oberoi & Hales, 1990; Presbury et al., 2005; Qu & Tsang, 1998; Rust & Zahorik, 1993; Saleh & Ryan, 1991; Zeithaml et al., 1996). In the hotel industry, service quality that satisfies customers is important to encourage them to revisit and to earn their loyalty (Carev, 2008; Carman, 1990; Jabulani, 2001; Parasuraman. et al., 1988a; Zeithaml & Bitner, 2003) and satisfaction (Babajide, 2011, p. 48; Christie 2002; Hersh, 2010, p. 209; Ladhari, 2009, p. 311; Oliver, 1999).
Parasuraman et al. (1985; 1988b), Qu and Tsang (1998), and Zeithaml et al. (1996) define “perceived service quality” as the global evaluation by customers of the overall excellence or superiority of a service. The definition is similar to the concept of attitude. Based on the exploratory definition of service quality as perceived by customers, it is the gap (discrepancy) between a customer’s expectation of a service and his perceptions of the actual service received (p. 254 – 255). Much of the recent research on service quality has been carried out within the framework of the SQ (service quality) model developed from the extensive research of Parasuraman et al. (1990, 1985, and 1988b), Qu & Tsang (1998), and Zeithaml et al. (1996). Service quality has been discussed in various literatures, and one of the most largely used models measuring service quality is the SERVQUAL....
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