Measuring Service Quality by Servperf Method: A Research on Hospitality Enterprises

Abstract

The concept of quality has an important place in regards of hospitality enterprises. Nowadays, there has been a severe competition in the world, and only those offering quality service and sustaining it can exist. Costumers are always the unique side evaluating if the service is quality or not, for this reason; enterprises should always take how costumers percept the quality into consideration. Services are activities produced and organized to meet human needs, and they are influenced by when and where they are produced, and by whom they are provided, and also by the levels of costumers’ perception and expectations of service quality. Servperf scale was preferred to measure the service quality in this research. The purposive sampling method, which is one of the incoincident methods, was preferred as sampling method in the research and the costumers (n = 220) staying at 4 and 5 star hotels operating in Mersin, one of the cities having the most population density in Turkey are included in the research. Reliability (Cronbach’s alpha coefficient α > 0.70) and validation tests (divergent and convergent validation) were executed on whole scale and its each factor, by which the costumers evaluated the service quality of the hotel they stay at, and measures of central tendency (frequency, percentage distributions), statistics of key determinant (mean, standard deviation) and discrimination tests were used to analyze the data, and Mann-Whitney U-test and Kruskal-Wallis test were used to identify the variations between the groups. The data were analyzed using SPSS 21.00. To the results of data provided from the samplings, it was identified that costumers percepted the service quality of the hotel enterprises at very high level. At the end of reviewing the sun-dimensions, it was determined that the physical and safety dimensions of Servperf service quality dimensions measured by 5 factors had the highest-level satisfaction. It was discovered that service quality perception differentiated according to some certain demographic factors.

Keywords: Service Quality; Hospitality Enterprises Servperf Scale; Customer Satisfaction

Australian Academy of Accounting and Finance Review, vol 2, issue 4, October 2016, pp 354-362