Service Quality In Hotels
Service Quality:
According to Lewis terminology, one of the influence factors in selecting a hotel is quality of service. Alpert (1971) stated that hotel services can be viewed as various attributes that directly influence choice and they may stimulate the customers’ purchase intentions and differentiate themselves from their competitors’ offers. Some tangible aspects such as hotel building, room and also the reliability, responsiveness, competence, courtesy, credibility, security, access, communication service and understanding/ know the customer are considered as Service quality (Parasuraman et al, 1985). Knutson (1998), Atkinson (1988), Wilensky and Buttle, (1988), Ananth et al (1992), Mccleary et al (1993), Chu and Choi (2001), Callan
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Customers are normally motivated by the quality of product or service in purchase process. However, product or service quality is not linked to the product or service itself as the customers also judge the degree of quality based on the period of time of the product’s usage.
Curry (1995) discussed that how consumer perceives the quality impact on their decision-making. Customers’ perception is effected by other factors as well. For example, the price of a product or service is one of the factors that influence to the perception of the quality (Peterson, 1970). It can be perceived as lower quality for a combination of high price and product compare to a combination of low price and product. A high company image that pursued high pricing strategy actually increased the quality perception of a product (Monroe and Krishnan, 1985). Jeuland and Doland (1982) agreed this idea. According to them, a high price represented for high quality of the
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Similarly, Callan (1995) pointed out that the star rating is not the most widely used to assess the quality of hotel services, as other instruments are used as guides or ranks in travel magazines. The quality certifications are another way to assess the quality of the hotel and also impact on the performance of hotels. Nicolau and Sellers (2010) found out that the hotel chains implemented the ISO’s 9000 have got a positive effect in the market. Consumers evaluate the quality of a particular hotel with these certifications when they choose a
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