Tourism and

Hospitality Services
Chapter 2:
Service Quality
Models and
Customer
Satisfaction
✢ Service Quality is usually expressed as a function of
customers’ expectations of the service to be provided
(based upon their previous experience, the organizations
image, and the price of the service for example)
compared with their perceptions of the actual service
experience.
✢ Perceptions are defined as the consumer’s judgement
of the service organization’s performance.

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 Measuring Quality in Hospitality Industry:
Service Quality Models and Customer
Satisfaction
✢ The SERVQUAL model is a ✢ SERVQUAL is used to measure
proposed five dimensional consumers’ and service
construct of perceived service providers’ expectations and
quality— tangibility, perceptions. This approach
reliability, responsiveness, enables the exceptions and
assurance, and empathy— perceptions gaps to be assessed,
with items reflecting both while providing a measure of the
expectations and perceived service quality gap and the
performance . service delivery gap. The gap
✢ SERVQUAL was developed to between consumers’ expectations
measure the service quality and perceptions are a function of
construct as defined by the several other gaps in the service
service quality model and the delivery process.
extended service model. 9
 Pattern of Quality of Hotel Services
Assessment
TANGIBILITY RESPONSIVENESS
1. Excellent hotel companies will 1. Employees of excellent hotel will
have modern looking tell customers exactly when
equipment. services will be performed.
2. The physical facilities at 2. Employees of excellent hotel will
excellent hotel will be visually give prompt service to
appealing. customers.
3. Employees at excellent hotel 3. Employees of excellent hotel will
will be neat in their always be willing to help the
appearance. customers.
4. Materials associated with the 4. Employees of excellent hotel will
service (pamphlets or never be too busy to respond to
statements) will be visually customers’ requests. 10
 Pattern of Quality of Hotel Services
Assessment
RELIABILITY
1. When excellent hotel promises
to do something by a certain
time, they do.
2. When a customer has a
problem, excellent hotel will
show a sincere interest in
solving it.
3. Excellent hotel will perform
the service right the first time.
4. Excellent hotel will provide
the service at the tie they
promise to do so.
5. Excellent hotel will insist on
ASSURANCE
1. The behavior of employees in
excellent hotel will instill
confidence in customers.
2. Customers of excellent hotel will
feel safe.
3. Employees of excellent hotel will
be consistently courteous with
customers.
4. Employees of excellent hotel will
have the knowledge to answer
customer’s questions.
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 Pattern of Quality of Hotel Services
Assessment
EMPATHY
1. Excellent hotel will give customers individual attention.
2. Excellent hotel will be opened to customers 24 hours.
3. Excellent hotel will have employees who give customers personal
service.
4. Excellent hotel will have their customers’ best interest at heart.
5. The employees of excellent hotel will understand the specific needs of
their customers.

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 Measuring Quality in Hospitality Industry:
Perceived Quality Service Model
✢ Perceived Quality Service Model is a supportive tool to understand issues
that affect customer perceived quality in a business’ service.

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 Measuring Quality in Hospitality Industry:
The Critical Incident Technique (CRIT)
✢ CRIT is a powerful teaching methodology whereby customers and
employees are asked to identify actual experiences regarding service in
the hospitality industry—both positive and negative—and then to
describe the organization’s response to it.

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 Other Tools for
Improvement
✢ Mystery Guest/ Mystery ✢ Benchmarking
Shopper is a technique of ✢ Self-assessments by employees
covertly visiting companies in or managers through evaluation
inquiry, to check the quality of of the company’s situation in
services offered. comparison to other
✢ Market Evaluations competitors.
✢ Complaints and incidences
(oral or written complaints) in
definite forms
✢ Audit Reports
✢ Satisfaction Surveys
(Questionnaires)
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 Quality Recognition in
Hospitality Services
✢ Establishing quality for
accommodation is done mainly
for two reasons; to update
consumers, and to encourage
investment through
encouraging hospitality
companies to achieve and meet
the quality marks and labels
required.
✢ Most common quality
standards and labels:
1. The star classification
2. The tripadvisor.com, ratings
that are built on consumer
3. The International Standards
Organization (ISO).
4. Eco-labels have been
progressively been established,
refining the environmental
management of hospitality
industry.
5. The Leading Hotels of the
World (a respected luxury
hospitality organization on behalf
of the world’s finest hotels and
resorts.)
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Thanks!
Any questions?

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