Service Quality In The Hospitality Industry

Developed by Parasuraman, Zithaml and Berry in 1985, Servqual is an empirically derived method used by service organizations to improve the quality of service. The method involves the development of an understanding of the perceived needs of the target customer services. The measured perceptions of service quality for the organization in question are then compared to another organization that is considered to be excellent or sets the standard. The resulting gap analysis can then be used as the determining factor to improve the quality of service. Servqual takes into account the perception of the customer’s relative importance of the service attributes. In these studies, customers respond to a series of questions based on a number of key

The process by which customers evaluate a purchase, thereby determining satisfaction and the likelihood of repurchase, is what is important to all marketers but especially to service marketers because, unlike their manufacturing counterparts, they have fewer objective measures of quality by which to judge their productions. In the operating-hospitality sector, customer research is still lacking, with most feedback from the customers discussing the experience they had at the time. Today, service quality is approached in the hospitality industry by not only management staff collecting information at the table based upon the customer experience, it now can consist of determining the degree of satisfaction of the user of the service. You are asked to fill out a short survey at the end of each transaction whether it’s directly at the site or via email which can be found at the end of your receipt. In the hospitality industry, a lot of different services are being offered to customers, the impact comes back to the quality performance of the service, making it more difficult to measure. If the service quality falls below contracted levels, management and the company must take necessary measures to correct

Knowing the customer(s) is key, customers are the most important people in the organization. In the past, it wasn’t unheard of for a vendor or business to give out gifts such as promotional materials to help retain, entice, create loyalty, set the tone of what customer service was and/or give them the idea of a tangible service. Today, gifts are considered bribery, even if its promotional in some organizations. Marketing management is one of the key elements in this business. This concept is a way to identify the target customer and finding the best way to keep them satisfied. With many ways of measuring customer satisfaction, Jack Meredith and Scott Shafer suggested in their 2013 book, Operations Management for MBA’s, that if a company wants to improve the quality of service they can put in place training and routine practices. The authors reference the way McDonald’s offers store managers and owners training at McDonald’s Hamburger University as a description of various company processes. This form of training sets the stage for how the operation measures the productivity of its managers/owners and the operation and hopefully bridge the gap between the organization and the