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
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