Assessment of Service Quality in Tourist Hotels of ... - Wbiaus.org

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Tabassum, Rahman & JahanFigure 1: Model of service quality gaps (Parasuraman et al., 1985).3.3 SERVQUAL Model in ResearchEven though the SERVQUAL model was used widely in researches, the model hascome under extensive criticism by marketing researchers (see Babakus & Boller1992; Carman 1990; Cronin & Taylor 1992; Brown et al. 1993; Cronin & Taylor 1992;Carman 1990). According to Markovic and Raspor (2010), “criticism was directed atthe conceptual and operational base of the model, mostly its validity, reliability,operationalization of expectations, and dimensional structure”. Though theSERVQUAL model has such numerous limitations, the model’s framework hasguided numerous studies in the service sector that focus on banks, repair andmaintenance services, telephone companies, physicians, hospitals, hotels, academicinstitutions and retail stores (Parasuraman et al. 1988; Carman 1990; Boulding et al.1993; Kouthouris & Alexandris 2005). Several researchers have used SERVQUALmodel to measure service quality in tourism industry (Augustyn & Ho 1998; Fick &Ritchie 1991; Avci & Nadiri 2000; Antilgan, Akinci & Aksoy 2003). In Bangladesh theSERVQUAL model has been used to measure the service gap in different industriessuch as, private universities (Chowdhury, Iqbal and Miah 2010), retail stores (Khan &Jahan, 2011), advertisement agencies (Khan 2010), SME, retail banking (Siddiqi2010), hospitals (Siddiqui & Khandaker 2007). No study was found on service qualitymeasurement of tourist hotels in Bangladesh. Khan (2008) took the attempt toidentify the service quality of the luxurious hotels of Khulna city in Bangladesh. Hefound the hotel guests’ perceptions of service facility provided by the hotel industrywere lower that their expectations. Later on, Tabassum and Rahman (2011) testedthe service gap in the luxurious hotels of Bangladesh and explored significant49
Tabassum, Rahman & Jahandifferences in terms of expected and actual service quality. Thus it can be said thatSERVQUAL model is still suitable as an assessment tool to measure the servicequality perceptions (Siddiqi 2010).4. Conceptual FrameworkThe present research focuses on service quality provided by the tourist hotels interms of SERVQUAL model’s five dimensions of service quality measurement. Sohere the variable service quality is dependent on the five dimensions of qualitymeasurement in service sector; reliability, responsiveness, assurance, empathy, andtangibility. Service quality in terms of these dimensions is determined with themeasurement of service gap in each dimension. The service quality in eachdimension is again dependent on the customer demographic characteristics; i.e.gender, age group, occupation, education, etc. These phenomenons are illustratedthrough the following conceptual framework (see Figure 1).Figure 2: Conceptual framework of the study based on SERVQUAL model5. Hypotheses DevelopmentBased on the above conceptual framework, the following hypotheses are developed.H1 0 : There is no gap between expected and actual perception of tourists regardingthe service quality of the tourist hotels in Bangladesh.50
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