Servqual Model: A Case Study
The hotel in order to meet the customer expectations, it provide and sustain the high service quality to ensure consistency of effort. Therefore, the hotel need to apply different frameworks and models to create the high service quality, so that it can manage customer expectations.
First, SERVQUAL model (see Figure 2) is based on the service quality as the gap between the expected level of service and customer perceptions of the level received (Parasuraman et al., 1985). Also, the model propose five dimensions to provide an extra addition to the level and quality of the service to consumers that it make them satisfy and met their expectation (Dedeke, 2003). It includes the reliability, assurances, tangibility, empathy, and responsiveness.
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However, the hotel need to measure the service quality that it can maintain the service quality to meet customer’s expectation. Parasuraman et al. (1985) proposed the Gaps models of service quality to analysis the each gap of differences between expectation and performance (See Figure 4). When the hotel perceived quality falls below adequate service levels expected by customers, it can analysis the gaps and find the solutions to improve the service quality through this model. For example, in the Gap 3 is a company gap that there has a gap between the service delivery and the service quality specifications. The reasons of this gap maybe poor employee, poor technology or the role ambiguity. Therefore, the hotel can based on those reasons to solute the gap, such as hire the right employee or introduce new technology like self-service technologies. Besides the company gap need to measure, the gap between customer and company (Gap 1) also need to measure. It is because it maybe lack of marketing research or no interaction with the customers, so that it not know what customer expect and it occurs the gap. Thus, the hotel must do efforts to know customer’s need and want, so that the hotel providing the service quality can fulfill customer expectation and …show more content…
Among the people is a critical element to impact the service quality, so that the human resources strategies can help to find the right employee. Finally, the Gaps Model can process the gaps that the hotel can sustain the high service quality to provide
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