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Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry

Author

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  • Suzana Markovic

    (Faculty of Tourism and Hospitality Management Opatija, Croatia)

  • Sanja Raspor

    (Polytechnic of Rijeka, Croatia)

Abstract

The purpose of the study is to examine customers’ perceptions of service quality in the Croatian hotel industry. The aim is to assess the perceived service quality of hotel attributes and to determine the factor structure of service quality perception. A modified SERVQUAL scale was used to assess service quality perceptions from the perspective of domestic and international tourists. Data were collected in 15 hotels in the Opatija Riviera (Croatia), using a self-administered questionnaire. Descriptive statistical analysis, exploratory factor analysis and reliability analysis were conducted. The study results indicate the rather high expectations of hotel guests regarding service quality. ‘Reliability,’ ‘empathy and competence of staff,’ ‘accessibility’ and ‘tangibles’ are the key factors that best explained customers’ expectations of hotel service quality. The results of the quantitative assessment of perceived service quality may provide some insights on how customers rate the service quality of a particular hotel. Thus, the findings can be used as a guide for hotel managers to improve the crucial quality attributes and enhance service quality and business performance.

Suggested Citation

  • Suzana Markovic & Sanja Raspor, 2010. "Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry," Management, University of Primorska, Faculty of Management Koper, vol. 5(3), pages 195-209.
    • Handle: RePEc:mgt:youmng:v:5:y:2010:i:3:p:195-209
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    Citations

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    Cited by:

    1. Lee Kwee Fah Author_Email: & Shamini Kandasamy, 2011. "An Investigation Of Service Quality And Customer Satisfaction Among Hotels In Langkawi," International Conference on Management (ICM 2011) Proceeding 2011-056-168, Conference Master Resources.
    2. Petrova, Maria, 2012. "Mass media and special interest groups," Journal of Economic Behavior & Organization, Elsevier, vol. 84(1), pages 17-38.
    3. Suzana Markovic & Jelena Kljaic Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    4. Supeecha Panichpathom, 2016. "Building Customers' Re-Patronage Intention through Service Quality of Community Mall in Bangkok," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 4(2), pages 9-25.
    5. Chileshe Ng’andu Musaba & Emmanuel C. Musaba & Simon I.R. Hoabeb, 2014. "Employee Perceptions of Service Quality in the Namibian Hotel Industry: A SERVQUAL Approach," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 4(4), pages 533-543, April.
    6. Asma´ Omar Dris Kharroub & Majeed Mustafa cOthmanMansour, 2019. "The Impact of Strategic Planning in Palestinian Municipalities on the Quality of Service Provided to Its Citizens," International Business Research, Canadian Center of Science and Education, vol. 12(5), pages 69-85, May.
    7. Lai, Ivan Ka Wai & Hitchcock, Michael, 2017. "Sources of satisfaction with luxury hotels for new, repeat, and frequent travelers: A PLS impact-asymmetry analysis," Tourism Management, Elsevier, vol. 60(C), pages 107-129.
    8. Dimitrios Kourtidis & Željko Šević & Prodromos Chatzoglou, 2016. "Mood and stock returns: evidence from Greece," Journal of Economic Studies, Emerald Group Publishing Limited, vol. 43(2), pages 242-258, May.
    9. Jelena Kljaic Šebrek & Suzana Markovic & Iva Valcic, 2020. "Comparative Evaluation of Service Quality Perceptions in Rural Tourism Among Different Tourist Groups," MIC 2020: The 20th Management International Conference,, University of Primorska Press.
    10. Golnaz Nazem & Badaruddin Mohamed, 2016. "Understanding Medical Tourists’ Perception of Private Hospital Service Quality in Penang Island," Asian Culture and History, Canadian Center of Science and Education, vol. 8(1), pages 100-100, March.
    11. Miroslav Kneževic & Slobodan Cerovic & Vladimir Džamic & Tijana Radojevic, 2017. "Total Quality Management Implementation and Guest Satisfaction in Hospitality," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(44), pages 124-124, February.
    12. Kuo-Yan Wang & Mu-Lan Ma & Jing Yu, 2021. "Understanding the perceived satisfaction and revisiting intentions of lodgers in a restricted service scenario: evidence from the hotel industry in quarantine," Service Business, Springer;Pan-Pacific Business Association, vol. 15(2), pages 335-368, June.
    13. Nur Zaimah Ubaidillah & Nur Haziqah Sa’ad & Farhana Ismail & Nordiana Ahmad Nordin & Nur Nadhira Baharuddin & Mohd Khairul Hisyam Hassan, 2022. "The Impact of Public Bus Service Quality on the Users’ Satisfaction: Evidence from a Developing Asian City," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 23(1), pages 83-96, June.
    14. Ahmet Demir & Karwan Talaat & Cumhur Aydinli, 2015. "The Relations among Dimensions of Service Quality, Satisfaction, Loyalty, and Willingness to pay more: Case of GSM Operators Service at Northern-Iraq," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 5(4), pages 146-154, October.
    15. Abu Rashed Osman & Jashodhan Saha & Mirza Mohammad Didarul Alam, 2017. "The Impact of Service Climate and Job Satisfaction on Service Quality in a Higher Education Platform," International Journal of Learning and Development, Macrothink Institute, vol. 7(3), pages 48-72, September.
    16. Sładkowski Aleksander & Cieśla Maria & Krupa Bartosz, 2018. "Evaluation of Transport Processes Quality with Servqual and TUL Methods," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 9(2), pages 61-72, November.
    17. Yalcin Kavus, Bahar & Gulum Tas, Pelin & Ayyildiz, Ertugrul & Taskin, Alev, 2022. "A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions," Journal of Air Transport Management, Elsevier, vol. 99(C).
    18. Natalia Kowalska & Anna Ostręga, 2020. "Using SERVQUAL Method to Assess Tourist Service Quality by the Example of the Silesian Museum Established on the Post-Mining Area," Land, MDPI, vol. 9(9), pages 1-19, September.
    19. Dewi Trini & M. Noor Salim, 2018. "Customer Experience Marketing (CEM), Customer Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in Jakarta Province," Business Management and Strategy, Macrothink Institute, vol. 9(2), pages 100-116, December.
    20. Suzana Markoviæ & Jelena Kljaiæ Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    21. Salih YILDIZ & Emel YILDIZ, 2015. "Service Quality Evaluation of Restaurants Using The Ahp And Topsis Method," Journal of Social and Administrative Sciences, KSP Journals, vol. 2(2), pages 53-61, June.
    22. Prentice, Catherine & Nguyen, Mai, 2021. "Robotic service quality – Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    23. Mubarak Aldosari & Yusnidah Ibrahim & Norlida Binti Abdul Manab & Ebrahim Mohammed Al-Matari & Ebrahim Mohammed Al-Matari & Eqab Aiyadh Alotaibi, 2016. "Towards a Better Understanding of Foreign Workers’ Satisfaction with Cooperative Health Insurance: The Role of Service Characteristics, Financing, Choice of Plan and Customer Knowledge," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 270-276.

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