Izvleček / Abstract
MEASURING SERVICE QUALITY IN THE CROATIAN HOTEL INDUSTRY: A MULTIVARIATE STATISTICAL ANALYSIS
MERJENJE KAKOVOSTI STORITEV V HRVAŠKI HOTELSKI INDUSTRIJI
Suzana Marković, Ph.D., Senior Assistant
University of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Abstract
UDC: 338.465.4:640.4(497.5)
Over the past decade, SERVQUAL has emerged as perhaps the most popular standardized questionnaire to measure service quality. This study examines the SERVQUAL instrument as a possible measure to assist managers and researchers in evaluating service quality. SERVQUAL can serve as a useful indicator for hotel managers attempting to identify areas of needed service improvement and for researchers seeking a successful measure of hotel services. The aims of this exploratory study are as follows: (1) to assess guests' expectations and perceptions of service quality in the Croatian hotel industry and to identify the gap between expectations and perceptions, (2) to present the multivariate statistical analysis (factor analysis and reliability analysis) of a SERVQUAL scale adapted for hotel service quality. Management implications and future research issues are discussed.
Key words: service quality, measurement, SERVQUAL, hospitality industry, factor analysis, reliability analysis
UDK: 338.465.4:640.4(497.5)
V minulem desetletju se je SERVQUAL izkazal kot eden izmed najbolj uporabljanih standardiziranih vprašalnikov za merjenje kakovosti storitev. V različnih raziskovanjih se testira kot model, s katerim bi menedžerji in raziskovalci lahko ocenjevali kakovost storitev. SERVQUAL je koristen pokazatelj izboljšanja storitev za menedžerje in raziskovalce, ki želijo meriti kakovost hotelskih storitev. Cilji tega raziskovanja so naslednji: (1) oceniti pričakovanja in zaznavanje gostov o kakovosti storitev v hrvaški hotelski industriji ter določiti razliko med pričakovanji in zaznavanjem, (2) multivariatna statistična analiza (faktorska analiza in analiza zanesljivosti) lestvice SERVQUAL, ki so prilagojene merjenju kakovosti hotelskih storitev. Na koncu nakažemo smernice za bodoča raziskovanja in merjenje kakovosti storitev.
Ključne besede: Kakovost storitev, merjenje, hotelirstvo, SERVQUAL, faktorska analiza