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Essay / Research Paper Abstract
This 11 page paper considers why the measurement of service quality is important in the tourism and hospitality industries and the way that both hard measures, looking at objective factors and soft measures that assess subjective elements of service should both be used. The paper then considers how subjective data can be collected and the usefulness of tools such as SERVQUAL. The bibliography cites 8 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEtoursqual.rtf
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Unformatted sample text from the term paper:
provided, in some circumstances the service level is more important and may be the source of differentiation, but more importantly it is a core of the offered product and needs
to satisfy, if not exceed the customers expectations in order to see sustained demand. However there are problems with service levels and the way they can be measured due to
the subjective nature of the measurement and the presence of potential gaps, the management my not be aware of what is important to the customers and concentrate in the wrong
areas, either in service provision or in marketing, customers may expect inaccurate levels of service due to preconceptions, image or marketing, which may result in disappointment, or a lack of
demand due to the under appreciations of the service that is delivered. The key to the management of services is the assessment if services with measurements that can add value
to the assessment of service levels and identify areas which are important. The understanding of the tourists needs can help to create demand and then allow management to understand
and allocate resources in such a way as to deliver on the demands and expectations. There has been a great deal of research into the way service should be provided
and measured to ensure there is alignment of the service given and the customers needs and expectations. The agreement with the literature is that the aim of good service is
to create customer satisfaction and it is only by this the quality service should be defined, but it is also recognised that the assessment of the service levels and customer
satisfaction can be very problematic (Ross, 1993). The approach by some commentators, such as Johnson and Morris (1985, quoted Ross, 1993)
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