| michaelkassotakisΣυνολικά Μηνύματα: 1#66 |
In the fronline of the new milennium,
services will be the "ultimate dominator" against goods in their
contribution to the world economy war. In line with this, service quality can
be considered as the "flagship" of the "services fleet" in
academic and managerial battles.
In particular, the reason for tracking and improving any quality standard is
based on the theory that by creating a strong, favourable and unique perception
of service quality in the mind of consumers, a service firm can sustain its
competitive advantage and achieve commercial credibility and return on quality.
These issues are a major concern of every service firm and particularly of
excellent hotels, due to intense competition derived from increases in standard
of living, leisure time and travel for leisure and business purposes.
Accordingly, a research project aimed to assess perceived service quality and
investigate the importance of service quality dimensions within a hotel
context. Aldemar Hotels in Crete were
considered a special case of a service firm, which has demonstrated its
commitment to continous service quality improvement.
Empirical data was collected by means of a self-administered questionnaire
based on the perceptions-expectations model (SERVQUAL) in order to evaluate quests'
perceptions of the previous issues along the five service quality dimensions.
The most important findings revealed that in general Aldemar Hotels'
performance, along the five service quality meets guests' expectations.
Furthermore, the findings indicated that reliability and responsiveness
dimensions were, for the majority of guests, the most important determinants of
service quality. The remaining dimensions (tangibles, empathy and assurance)
followed a mixed pattern in terms of their importance to guests' perceptions of
service quality. This in turn means that "item gaps", "dimension
gaps" and the perceived service quality gap have diagnostic and practical
value but they need to be weighted in terms of service quality dimensions. Only
then they can provide meaningful results and help managers to track and improve
effectively service quality features.
Therefore, service firms such as hotels need to take into consideration the
above issues, along with the intervention of the services marketing imagination,
in order to track and improve deficiencies in service quality features but also
delight the customer. A corporate philosophy, dedicated to continous service
quality improvement is the only way for establishing a competitive position
against service firms, offering merely a satisfying level of quality.
Michael Kassotakis, www.e-bcr.com
Michael Kassotakis, Service Quality:Στην κατηγορία αυτή μπορείτε να στέλνετε τη γνώμη σας για οποιοδήποτε θέμα σχετικά με τον Δήμου
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