Service Quality In The Hospitality Industry

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Service quality
As the CEO of American Express Company says: “Quality is our only form of patent protection”. In the hospitality industry, the service quality is the most influential aspects of customer satisfaction. Service is more or less intangible and it produced and consumed simultaneously to some extent (Gronroos, 1988). Different from other goods, the consumer also participates the production process to some extent (Gronroos, 1988). The construct of service quality mainly assesses the perceived quality, which is referred to as consumer’s judgment about an entity’s overall excellence or superiority (Zeithaml, 1988). How customers feel or judge the fulfilment or excellence of the service and be defined as perceived service quality (Zeithaml, …show more content…

It is also related to the trust of the firm. That is why all the companies in hospitality industry take providing the ‘best’ service quality and achieving customer satisfaction as the most challenging issue in the daily work (Hung, Huang, and Chen, 2003). Customer satisfaction may be regarded as either transaction specific or cumulative. Transaction specific customer satisfaction is a post-consumptive evaluative judgment of a specific purchase occasion (Oliver, 1977). Cumulative customer satisfaction is an overall evaluation reflecting customers’ cumulative feelings about a multitude of encounters and experiences with a product or service over time (Johnson and Fornell, 1991). Customer satisfaction can also be defined as a post consumption evaluation judgment according to Fornell and Oliver. Also according to Oliver (1997), customer satisfaction is a judgment that product or service provides a pleasurable level of consumption related fulfilment. These customer satisfaction ratings indicate managers of the overall perceptions that customers have about the service they have experienced, and the ratings reflect customers’ affective responses to a cumulative service outcome. Satisfaction ratings provide the information about the customers’ level of satisfaction while without indicating the specific actions needed to improve the

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