Dr. Shameem Anwar, Preetha Ravichandran


Abstract - Given the increasing arrivals of international tourists to Chennai, the purpose of this research is to employ the SERVQUAL model and the gap theory in assessing the guest hotel service quality in the hospitality industry in Chennai city.   The sample for this study represents two groups which includes 195 hotel guests who have stayed at the hotel for a period of two or more nights and  11management staff  from different star hotels belonging to the highest rank.  The required data was gathered using two sets of specially designed questionnaires, one for the guests and the other one for the managers.   The reliability test, using Cronbach Alpha Coefficient, indicates that all SERVQUAL dimensions (i.e. Tangibles, Reliability, Responsiveness, Assurance, and Empathy) for both guests and managers, scored high which means that items in each dimension are highly correlated and therefore, reliable.  Gap analysis (gap 5) indicates customer dissatisfaction with the service quality for 55% of the SERVQUAL attributes (i.e. 12 items out of 22). For such items, customers' perceptions fell short of their expectations.   Another gap analysis (gap 1) shows that management is not fully aware of what may satisfy guests. They overestimate guests' expectations in terms of items pertaining to Reliability and Empathy, while underestimating the dimension of Assurance.

 Index Terms SERVQUAL, guests, hotel, service quality, gaps in service.



Ananth, M., De Micco, F., Moreo, P., and Howey, R. (1992), "Marketplace Lodging Needs of Mature Travelers, "Cornell HRA Quarterly, Vol. 33 (August), pp. 12-24.

Atkinson, A. (1988), "Answering the Eternal Question: What Does the Customer want?", Cornell HRA Quarterly, Vol. 30 (August), pp. 12-14.

Bittner, M. (1990), "Evaluating Service Encounters: the Effect of Physical Surroundings and Employee Responses", Journal of Marketing, Vol. 54, April, pp. 69-82.

Bolton, R. & Drew, J. (1991), "A Multistage Model of Customers' Assessments of Service Quality and Value", Journal of Consumer Research, Vol. 17, March, pp. 375-384.

Briggs, Senga, Jean Sutherland, and Siobhan Drummond (2007), "Aer hotels Serving Quality? Exploratory Study of Service Quality in the Scottish Hotel Sector", Tourism Management, Vol. 28, Issue 4, pp. 1006-1019.

Callan, R. (1998), "Attritional Analysis of Customers' Hotel Selection Criteria by U.K. Grading Scheme Categories", Journal of Travel Research, Vol. 36, Issue 3, pp. 20-34.

Darden, W. & Babin B. (1994), "Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality", Journal of Business Research, Vol. 29, pp. 101-109.

Enz, C. and Siguaw, J. (2000), "Best Practices in Service Quality", Cornell Hotel & Restaurant Administration Quarterly, Vol. 41, Issue 5, pp. 20-29.

Fehy, J. (1992), "How Service Firms can Attain a Sustainable Competitive Advantage", Irish Marketing Review, Vol. 9, pp. 29-37.

Gronroos, C. (1984), "A Service Quality Model and Its Marketing Implementations", European Journal of Marketing, Vol. 18, No. 4, pp. 36-44.

Harrington, D. & Akehurst, G. (2000), "An Empirical Study of Service Quality Implementation", The Service Industries Journal, Vol. 20, Issue 2, pp. 133-156.

Hartline, M. and Keith, J. (1996), "Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word of Mouth Intentions", Journal of Business Research, Vol. 35, Issue 3.

Heskett, J., Sasser W., and. Hart, C. (1990), "Service Breakthroughs: Changing the Rules and the Games". New York, the Free Press.

Heung, V., Wong M. and Hailin Q. (2000), "Airport Restaurant Service Quality in Hongkong: An Application of SERVQUAL". Cornell Hotel & Restaurant Administration Quarterly, Vol. 41, Issue 3, pp. 86-96.

Johns, N. and Tyas, P. (1997), "Customer Perceptions of Service Operations: Gestalt, Incident or Methology?", The Service Industries Journal, Vol. 17, No. 3, pp. 474-488.

Keaveney, S. (1995), "Customer Switching Behavior in Service Industries: All Exploratory Study". Journal of Management, Vol. 59, pp. 71-82.

Knuston, B., stevens, C., wullaert M., and Yokoyama, F. (1991), "LODGSERV: A Service Quality Index for the Lodging Industry", Hospitality Research Journal, Vol. 14, No. 2, pp. 277-284.

Lee, Y. & Hing, N. (1995), "Measuring Quality in Restaurant Operations: An Application of the SERVQUAL Instrument", Journal of Hospitality Management, Vol. 14, No. 3/4, pp. 293-310.

Lewis, R. (1984a), "The Basis of Hotel Selection", Cornell HRA Quarterly, Vol. 25 (May), pp. 54-69.

Luk, Sherriff and Roger Layton (2004), "Managing Both Outcome and Process Quality is Critical to Quality of Hotel Service", Total Quality Management and Business Excellence, Vol. 15, Issue 3, pp. 259-278.

Lynch J. (1988), "A Conceptual Model of Service Quality and its Implications for Future Research", Journal of Marketing, Vol. 49 (fall), pp. 41-50.

Mels, G., C. boshoff, and D. Nel (1997), "The Dimensions of Service Quality: The Original European Perspective Revisited." The Service Industries Journal, Vol. 17, No. 1, pages 173-189.

Morgna R. and Pieccy, N. (1996), "Competitive Advantage Through People", British Journal of Management, Vol. 7, pp. 231-245.

Nadiri, Halil and Kashif Hussain (2005), "Diagnozing the Zone of Tolerance for Hotel Services", Managing Service Quality, Vol. 15, No. 3, pp. 259-277.

Ndubisi Nelson (2004), "Services Marketing: are Perceptions of Service Quality Predictors of the Behavioral Intentions? The Banking Industry Perspective". Journal of Commercial Banking and Finance, Vol. 3, No. 1.

Olshavsky, R. (1985), "Perceived Quality in Service Quality Decision Making : An Integrated Theoretical Perspective", in Jacob and Oslon, Perceived Quality.

Parasuraman, A., Zeithmal, V. and Berry, L. (1985), "A Conceptual Model of Service Quality and its Implications for Future Research", Journal of Marketing, Vol. 49, fall, pp. 41-50.

Parasuraman, A., Zeithmal, V. and Berry, L. (1988), "SERVQUAL: A Multiple item Scale for Measuring Customer Perceptions of Service Quality", Journal of Retailing, Vol. 64, No. 1, Spring.

Parasuraman, A., Zeithmal, V. and Berry, L. (1991), "Refinement and Reassessment of the SERVQUAL scale", Journal of Retailing, Vol. 67. No 4, pp. 420-450.

Parsasuraman, A., Zeithmal, V. & Berry, L. (1994), "Reassessment Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research", Journal of Marketing, Vol. 5, January, pp. 111-124.

Saleh, F. and Ryan, C. (1991), "Analyzing Service Quality in the Hospitality Industry using the SERVQUAL Model", The Service Industries Journal, Vol. 11, No. 3, pp. 324-343.Saleh & Ryan, 1991

Saleh, F. and Ryan, C. (1992), "Client Perceptions of Hotels-a Multi Attribute Approach", Tourism Management, Vol. 13 (June), pp. 163-68.

Shepherd, D. (1999), "Service Quality and Sales Force: A Tool for Competitive Advantage", The Journal of Personal Selling & Sales Management, Vol. 19, Issue 3, pp. 73-82.

Wildes, Vienne and Sara Parks (2004), "Internal Service Quality", International Journal of Hospitality and Tourism Management, Vol. 6, Issue 2, pp. 1-27.

Williams, J. (1999), "The Impact of Employee Performance cues on Guest Loyalty", The Service Industries Journal, Vol. 19, Issue 3, pp. 97-118.

Yucelt, U. and Marcella, M. (1996), "Services Marketing in the Lodging Industry: An Empirical Investigation", Journal of Travel Research, Vol. 34, Issue 4.

Zeithmal, V. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-and Model and Synthesis of Evidence", Journal of Marketing, Vol. 52, July, pp. 2-22.

Zeithmal, V., Berry, L., and Parasuraman, A. (1996), "The Behavioral Consequences of Service Quality", Journal of Marketing, Vol. 60, April, pp. 31-46.

Zhu, Tao, Shu Tian Cole, and Jaclyn A. Card (2007), "The Association of Tourist's Cultural Tendencies and their Perceived Service Quality of a Chinese Travel Agency", Journal of Travel and Tourism Marketing, Vol. 22, Issue 2, pp. 1-13

پاراگلایدر Full Text: PDF


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1547