Acta Univ. Agric. Silvic. Mendelianae Brun. 2012, 60(2), 307-314 | DOI: 10.11118/actaun201260020307

Servqual potential for quality management in hotel services

Kateřina Ryglová1, Ida Vajčnerová1, Jakub ©ácha2
1 Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika
2 Ústav statistiky a operačního výzkumu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The aim of the paper is to present possibilities and specifications of using the Servqual method in service quality management in hotel industry. The Servqual method works on the definition of five dimensions of a service quality: tangibles, reliability, responsiveness, assurance and empathy. It is based on so called Gap analysis that crucially comes out of the discrepancy between a customer's expectation and perception. Demonstrating the practical application of Servqual in hotel business is also a part of the paper, as well as verifying possibilities of customer satisfaction quantification with the help of the Gap model, evaluating general applicability and presenting suggestions for possible adaptations and further utilization in the branch of tourism. Input data necessary for the gap analysis have been gained by force of a primary field-research with the help of a quantitative research via questionnaire. The results of Servqual score for individual dimensions of service quality have also been used to calculate a total weighted score that for the examined hotel reached the value of -0.07. This shows that the discrepancy between expectations and perceptions of the hotel guests is minimal. However, the calculation of this score would be of a higher importance if we wanted to compare more accommodation facilities mutually or possibly to follow the development of this index in time.

Keywords: quality management, servqual, gap analysis, hotel industry, customer satisfaction
Grants and funding:

The results presented in this paper are part of the University research project No. VZ: 62156 48904 "Czech Economy in a Process of Integration and Globalisation", which is conducted with support of Ministry of Education of the Czech Republic.

Received: November 30, 2011; Published: October 3, 2013  Show citation

ACS AIP APA ASA Harvard Chicago IEEE ISO690 MLA NLM Turabian Vancouver
Ryglová, K., Vajčnerová, I., & ©ácha, J. (2012). Servqual potential for quality management in hotel services. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 60(2), 307-314. doi: 10.11118/actaun201260020307
Share...
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. BERÁNEK, J., 2004: Provozujeme pohostinství a ubytování. MAG Consulting: Praha, 180 p. ISBN 80-86724-02-6.
    2. BERRY, L. L., PARASURAMAN, A., 1991: Marketing Services: Competing Through Quality. 1st edition. New York: Free Press, 212 p. ISBN 0-02-903079-X.
    3. BRATRÁNKOVÁ, H., 2011: Kvantifikace spokojenosti zákazníka s vyuľitím GAP modelu v hotelnictví. Diploma Thesis. Mendel univerzity in Brno.
    4. FORNELL, C. A., 1992: National Customer Satisfaction Barometer: The Swedish experience. Journal of Marketing. V. 56, N. 1, p. 6-21. ISSN 0022-2429. DOI: 10.2307/1252129 Go to original source...
    5. HILL, N., BRIERLEY, J., MacDOUGALL, R., 2003: How to Measure Customer Satisfaction. 2nd edition. USA: Gower, 151 p. ISBN 0-566-08595-X.
    6. HOROVITZ, J., 1994: Jak získat zákazníka. Kvalita sluľeb. Management Press: Praha, 134 p. ISBN 80-85603-45-4.
    7. KANO, N., 2001: Guide to TQM in Service Industries. Tokio: Asian Productivity, 260 p. ISBN 9283311302.
    8. KOTLER, P., 2001: Marketing Management: Analýza, plánování, vyuľití, kontrola. 10 supplemented edition. Praha: Grada Publishing, 720 p. ISBN 80-247-00160-5.
    9. KOTLER, P., KELLER, K. L., 2007: Marketing management. Grada Publishing: Praha, 788 p. ISBN 978-80-247-1359-5.
    10. MATEIDES, A., ĎAĎO, J., 2002: Sluľby. Bratislava: Epos, 750 p. ISBN 80-8057-452-9.
    11. NENADÁL, J., 2004: Měření v systémech managementu jakosti. 2nd supplemented edition. Praha: Management Press, 336 p. ISBN 80-7261-110-0.
    12. RYGLOVÁ, K., 2007: Teoretická východiska pro audit spokojenosti zákazníka. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. LIV, No. 6, p. 159-169. ISSN 1211-8516. Go to original source...
    13. RYGLOVÁ, K., 2009: Specifické moľnosti aplikace marketingových nástrojů při podnikání v cestovním ruchu. Habilitation thesis. Brno: MZLU v Brně, 139 p.
    14. RYGLOVÁ, K., 2011: The Marketing Tools of Quality Management in Tourism Services. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. LIX, No. 2, pp. 257-266. ISSN 1211-8516. DOI: 10.11118/actaun201159020257 Go to original source...
    15. RYGLOVÁ, K., VAJČNEROVÁ, I., 2005: Potential for Utilization of European Customer Satisfaction Index in Agro-Business. Agricultural Economics. No. 4. p. 164-168. ISSN 0139-570X. Go to original source...
    16. ZEITHAML, V. A., BITNER, M. J., 2000: Services Marketing: Integrating Customer Focus Across the Firm. 2nd ed. McGraw-Hill: Boston, ISBN 0-07-231221-1.
    17. ZEITHAML, V. A., PARASURAMAN, A., BERRY, L. 1990: Delivering Quality Service. New York: The Free Press, 226 p. ISBN 0029357012.

    This is an open access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY NC ND 4.0), which permits non-comercial use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content