Analysing service quality in the hospitality industry

Examines the dimensions of service quality in the hospitality industry by extending the SERVQUAL scale to include eight new items that specifically pertain to the hospitality industry, subsequently referred to as HOLSERV. A total of 1,000 questionnaires were distributed at five mid-luxury hotels in Australia during July to October 1998 and a response rate of 15.5 per cent achieved. Key findings of the study are that service quality is represented by three dimensions in the hospitality industry, relating to employees (behaviour and appearance), tangibles and reliability, and the best predictor of overall service quality is the dimensions referred to as "employees". The findings also show that the one-column format questionnaire provides a valid and reliable, but much shorter, survey. The major implication for managers is that improvements in the behaviour and appearance of their employees is most likely to enhance consumer perceptions of service quality.