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The role of research in improving tourism and hospitality services: measuring service quality.

Simon Hudson, Graham Miller, Paul Hudson

Open publisher page 1 citations

Abstract

This chapter first presents an overview of marketing/applied research in tourism and hospitality. It then assesses the four main methods of measuring customer service quality (importance performance analysis (IPA), SERVQUAL, SERVPERF, and SERVQUAL × Importance), and then in a case study, compares these methods by measuring service quality for a medium-sized UK tour operator. The findings suggest that the service quality measurements of IPA, SERVQUAL and SERVPERF do not produce statistically different results, and that the SERVQUAL formula that factors in importance requires more extensive field trials.

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What this paper is about

This chapter first presents an overview of marketing/applied research in tourism and hospitality. It then assesses the four main methods of measuring customer service quality (importance performance analysis (IPA), SERVQUAL, SERVPERF, and SERVQUAL × Importance), and then in a case study, compares these methods by measuring service quality for a medium-sized UK tour operator. The findings suggest that the service quality measurements of IPA, SERVQUAL and SERVPERF do not produce statistically different results, and that the SERVQUAL formula that factors in importance requires more extensive field trials.

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Available abstract

This chapter first presents an overview of marketing/applied research in tourism and hospitality. It then assesses the four main methods of measuring customer service quality (importance performance analysis (IPA), SERVQUAL, SERVPERF, and SERVQUAL × Importance), and then in a case study, compares these methods by measuring service quality for a medium-sized UK tour operator. The findings suggest that the service quality measurements of IPA, SERVQUAL and SERVPERF do not produce statistically different results, and that the SERVQUAL formula that factors in importance requires more extensive field trials.

Key concepts: SERVQUAL, Service quality, Hospitality, Tourism, Marketing, Business, Service (business), Quality (philosophy)

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