The measurement of service quality in the tour operating sector: A methodological comparison
Hudson, S, Hudson, P and Miller, GA (2004) The measurement of service quality in the tour operating sector: A methodological comparison Journal of Travel Research, 42 (3). 305 - 312. ISSN 0047-2875
Available under License : See the attached licence file.
Official URL: http://dx.doi.org/10.1177/0047287503258839
Service quality in the tourism industry receives increasing attention in the literature, yet confusion still exists as to which measure offers the greatest validity. The two main research instruments are Importance-Performance Analysis (IPA) and SERVQUAL. However, both measures have been questioned and research has introduced measures that multiply SERVQUAL by Importance, as well as a measure of just Performance (SERVPERF). This article assesses these four main methods of measuring customer service quality. The data were obtained in cooperation with a major U.K. tour operator. Of the respondents, 220 completed a questionnaire before departure on what elements were important to them and what their expectations were for these elements. Toward the end of their holiday, respondents were issued a second questionnaire measuring performance on the same elements. The research found that although there was variety in the rankings of the 13 different elements, there was no statistical difference between the four methodologies. The final section of this article considers the implications of this finding for tourism managers and future research in the area of service quality.
|Additional Information:||Published in Journal of Travel Research, 42 (3) 2004. Copyright 2004 Sage Publications.|
|Divisions:||Faculty of Business, Economics and Law > Hospitality and Tourism Management|
|Deposited By:||Symplectic Elements|
|Deposited On:||25 Jul 2012 14:31|
|Last Modified:||13 Apr 2013 14:37|
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