Mapping service quality in the tourism industry

Atilgan E., AKINCI S., AKSOY Ş.

Managing Service Quality: An International Journal, vol.13, no.5, pp.412-422, 2003 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 13 Issue: 5
  • Publication Date: 2003
  • Doi Number: 10.1108/09604520310495877
  • Journal Name: Managing Service Quality: An International Journal
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Aerospace Database, Business Source Elite, Business Source Premier, Communication Abstracts, Metadex, Psycinfo, Civil Engineering Abstracts
  • Page Numbers: pp.412-422
  • Keywords: Perceptual mapping, Service quality assurance, SERVQUAL, Tourism
  • Akdeniz University Affiliated: Yes

Abstract

This study suggests a new approach to the exploratory and evaluative research of service-quality dimensions by employing correspondence analysis (CA). Although several studies have investigated the service quality of service providers using descriptive measures and statistical tests, this study presents a graphical interpretation of SERVQUAL data to aid managerial decision-making in the tourism industry. This paper also examines the expectations and perceptions of two distinct groups by determining the differences between German and Russian tourists’ evaluations of service-quality dimensions in tour operators. The study concludes that CA can be used effectively in evaluating the service-quality and displaying the differences in the expectations/perceptions of distinct consumer groups. Managerial implications for travel administrators are discussed. Tour operators should consider cultural differences in service-quality evaluations. © 2003, MCB UP Limited