Reference no: EM132978801
A Case Study of Quality in Service Industry Hotel Swagat is a leading budget hotel in a central Indian town that has seen significant growth in the 1990's and early 2000's. However the growth has been rather flat of late.
The management has decided to institute a scientific study to obtain from customers the perceived quality of its service and their satisfaction levels. It was suggested by their consultant that the well-known SERVQUAL model be used as the framework to measure the service quality and customer satisfaction.
SERVQUAL scale, originally developed by Parasuraman et al, is identified with 5 dimensions of service quality namely Reliability, Assurance, Tangible, Empathy and Responsiveness (acronym RATER). These five dimensions are measured by surveying different attributes to assess the expectations of customers and their perception regarding the levels of service actually provided in each category.
It was decided that survey would aim to assess expectation and perception under each of the above 5 dimensions.
Survey questionnaire was designed accordingly for the above. Feedbacks were obtained from past customers, regular and first time as well as current customers.
On analysing the results, it was seen that Reliability, Assurance, Responsiveness and Empathy had more significant impact on the customer satisfaction. Surprisingly Tangible was the factor that did not show much impact.
Please answer the following questions based on the above case study and your own experience with service quality in such an industry.
- Develop five elements/ items each for the five service quality dimensions that you feel are most important for the above survey.
- Apply the Gap Model to the above industry and identify possible gaps in any one service dimension based on your experience.
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