M HNH SERVQUAL

SERVPERF

THUN LI 1/ Consumer satisfaction or dissatisfaction is a function of disconfirmation arising from discrepencies between prior expectations and actual performance (Oliver,1980). This disconfirmation paradigm has been basis of the SERVQUAL model (Parasuraman et al., 1985) 2/ SERVQUAL is discrepency model, which basically states that satisfaction occurs when product or service meets or exceeds expectation (Crossley and Xu, 1996). It assumes that consumer satisfaction is measured as difference between expected provision and actual provision. 3/ Establishment of destination attributes in SERVQUAL are absolutes and satisfaction is measured as difference between ideal and actual. 1/ SERVPERF, performace-based model, better reflects long-term service quality attitudes in cross-sectional studies (Cronin and Taylor, 1994; Teas, 1993). 2/ SERVPERF is more construct-valid and more efficient than SERRQUAL (Crossley and Xu, 1996).

BT LI 1/ Ambiguity of definition of standard: Brown, Churchill and Peter (1993), Teas (1993), Childress and Crompton (1997) all argue that scale should be developed to directly measure consumers perception of quality of performance against expectation standard. 2/ Lack of validity: Empirical studies have consistently confirmed that performanceonly measures have greater predictive validity than measures includinh expectations. SERVQUAL fails to exhibit construct validity. 3/ Conceptual confusion about interchangeability of terms service quality and customer satisfaction.

IPA

1/ SERVPERF is based on expectations/performance analysis and will give full picture of satisfaction in context of price-based strategy but not performace alone (Tribe and Sneith, 1998). 2/ SERVPERF uses performance-based scale but cannot take into account de-rating of absolute especially where price-based reasons for holiday destinations are at play. 1/ IPA: easy-to-use method of consumer 1/ IPA procedure is not intended to provide evaluation. IPA entails simultaneous detailed and highly specific information consideration of consumers (Hudson and Shephard, 1998). assessments of importance of salient 2/ IPA has lack of statistical significance attributes and level of satisfaction with testing ability. Conventional statistical tests service provided and service providers must be used to determine significance in understandable way. Tourism (Duke and Persia, 1996). managers can identify areas where 3/ IPA analyses without segmentation are services and program need to be likely to result in user displacement of some improved without using sophisticated segments, giving false impression of valid statistical skills. decisions (Vaske et al., 1996). 4/ IPA does not allow for expectations of low levels of performance that are contrary to satisfaction which measures satisfaction based on performance.