Servqual Model in Hotel Sector Free Essay Example, 1000 words

The model SERVPERF was used by Choi and Chu (to measure travelers perceptions of hotel attributes in Honk Kong Hotels; by Juwaheer (2004) to measure the same in Mauritius s hotels; and by Poon et al. in Malaysian hotels. Studies have suggested that SERVPERF is a better tool to analyze empirical variance as compared to the SERVQUAL (Cronin and Taylor 1992, pp. 55-68; Boulding et al. 1993, pp. 7-27). At the same time, studies have also suggested that the scores on the basis of expectancy-disconfirmation model are more effective than scores from adequacy-importance models (Bolton and Drew 1991, pp. 375-384). Knutson et al. (1990, pp. 277-284) used an adapted version of the SERVQUAL instrument to measure service quality in the lodging industry. They used only the expectation items to measure the customers expectations from a hotel. It was found that reliability is the most important factor which is followed by Assurance, Responsiveness, Tangibles and Empathy. A similar kind of adapted v ersion was used by Stevens et al (1995, pp. 56-60) in restaurants. The study revealed that the most important factor is the reliability which is then followed by tangibles, assurance, responsiveness and empathy respectively. We will write a custom essay sample on Servqual Model in Hotel Sector or any topic specifically for you Only $17.96 $11.86/page It was found that reliability was the most important of the five dimensions followed by assurance, responsiveness, tangibles, and empathy (empathy (Knutson, Stevens, Wullaert, Patton and Yokoyama, 1990).