Modeling consumers’ perceptions of service quality
A triangulation approach using phenomenological and structured equation analysis
Keywords:
Service quality, SERVPERF, Chinese, HotelsAbstract
It has been established in numerous literature that service quality is an important measure of business performance. Its impacts are registered by its direct effect on customer satisfaction and the indirect effect on customer loyalty. The main objective of the present study is to measure hotels' service quality from the customers’ perspective. A performance-only measurement scale (SERVPERF) was administered to customers who stayed in three-star, four-star, and five-star hotels in China. Although the importance of service quality and its measurement have been recognized, there was limited research that addressed the structure and antecedents of the concepts for the hotel industry. The findings of the dimensions are important for managers in the hotel industry as they identify the bundle of service attributes the consumers find important. The results of the study also demonstrate that SERVPERF is a reliable and valid tool to measure service quality in the hotel industry. The instrument consists of five dimensions, namely "tangibles", "responsiveness", "empathy", "assurance" and "reliability". Hotel customers are expecting more improved services from the hotels in all the service quality dimensions. It was also found that the hotel customers have the lowest perception scores on empathy and responsiveness among the five dimensions.
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