However, many researchers have argued to the limitation of SERVQUAL scale. For example, Carman (1990) argued that the five dimensions should be specific for each industry and it should not be general (Carman, 1990). Moreover, Fan Chan (2008) also pointed out that SERVQUAL five dimensions cannot fully evaluate service quality of the hotel, and should be integrated with other dimensions (Chen, 2008). This is consistent with the finding of Rooma Roshnee Ramsaran- Fowdar (2007) that hotel core service was not represented in SERVQUAL and therefore the five dimensions cannot fully evaluated the service quality of hotel industry (Ramsaran-Fowdar, 2007).
Ramsaran-Fowder (2007) has added several dimensions, such as, core benefit (comfortable, relax and welcome feeling, entertaining and quality of food) and hotel technology, that may be important and suit for hotel service industry.
However, many studies show that SERVQUAL model can measure the quality
of service. In the research of Lewis & Mitchell (1990), they explained that This tool has the highest reliability for measuring the quality of service at present. Corresponding to the research conducted by Nyeck, Morales, Ladhari, and Pons (2002), they claimed that SERVQUAL is perfect for understanding and measuring the quality of service (Nyeck et al., 2002).
2.1 Definition of consumer behavior
In the study of consumer behavior, the first thing we need to understand is the meaning of consumer behavior. Thus, we can see the overall content, which is the basic for further study. Many definitions were given. They can be summarized briefly as follows.
The Royal Institute Dictionary (1982, page 580) defined the meaning of behavior as the action or activity expressed through the musc...
... middle of paper ...
...llip Kotler, 2004, page 268-269) Marketing man has to inform the consumers about the product, such as product feature that is different from competitors and promotion. Moreover, communication must be issued in order to emphasize brand impression on the consumers.
Beliefs and Attitudes: People obtain beliefs and attitudes through action and learning. These things influence their purchasing behavior. Belief is the detail of idea that people are adhered to something, for example, believing in ghost. Attitude is feeling, emotion, and evolution of people’s preference that has been existed for a long time. In addition, expression tends to some habit or thought. (Phillip kotler, 2004, page 269-270) Marketing man has to adjust his product corresponding to target consumers’ attitude. He must make the consumers believe that his product is superior to the competitors.
The Gaps Model of Service Quality was originally developed for application in the financial service sector. The model was designed to measure components of customer satisfaction by using five dimensions of real or potential gaps in service quality of a hotel (Saleh & Ryan, 1991). The model has been applied to hotels, as well as a number of service agencies, including banking, hotels, restaurants, and healthcare. Even though the services differ greatly, the model is easily adapted to any service industry (Parasuraman, Zeithaml, & Berry, 1985).
The dimensions of service quality was later reduced to 5 dimensions, encompassing: Tangibles (physical facilities, equipment and appearance of personnel), Reliability (ability to perform the services accurately and dependably), Responsiveness (willingness to help customers and provide prompt services), Empathy (caring and individualized attention given to customers, which includes both access to and understanding of the customers and Assurance (providers’ knowledge, courtesy and ability to convey trust and confidence) (Parasuraman et al., 1991).
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Consumer Behaviour is crucial and an important part of marketing strategy. Organizations have to understand their customers, build strong relationships, provide necessary information about the products and services and stay close to them. Many successful companies have recognized the importance of consumers and have sophisticated approaches and detailed data from which to develop organizational and marketing strategies. Consumer behaviour means personal thoughts and feelings, people attitude, trust and experience, the actions they perform in consumption process and also all the things that can have an influence the attitudes. It is important to understand that consumer behaviour is dynamic, needs interactions and exchanges.
In additional to being a measurement model, SERVQUAL is also a management model. The SERVQUAL authors identified five Gaps that may cause customers to experience poor service quality. (Parasuraman, Zeithaml, & Berry, 1990)The five gaps are:
The highest possible scale is “always” though the customers responded that they “often” being influenced by the interaction with other patrons. In this set of situation, the respondents find out what is needed to improve in order to provide satisfactory level in the service environment.
As a point of departure, my perception that marketing creates positive perception only was the primary aspect discredited by this study. Initially I believed that when marketing process on a product is done the clients would always perceive it positively. In this case, I imply that, when the product branding has been superiorly done, high level of target and universal advertising done, and proper channels of product positioning and distribution is done, then the end user should without any question perceive the product in question positively( BUTJE, 2005). My perception has changed particularly after learning on the challenges that are attributed to the marketing process. When considering the aspect of non-disclosure of full product information during advertising and marketing process, is a primary cause of negative perception of the product by the consumers. One of the fundamental aspects a consumer considers before making a preference of a product over another is the complete information of the product (Product marketing, 2007). T...
As there is difference in service between a 5 star and a 3 star hotel, discuss the accommodation and front office services for these two different hotels.
The five dimensions of the SERVQUAL model in the evaluation of service quality was tasted by many researchers in order to prove the model’s validity. To begin with, Zeithaml et al (2006), claimed that, “service quality is a focused evaluation that reflects the customer’s perception of reliability, assurance, responsiveness, empathy, and tangibles”. Additionally, they pointed out that among the five dimensions, “reliability” it has been reported to be one of the most important factors.
A. Consumer behavior comprises all the consumer decisions and activities connected with choosing, buying, using, and disposing of goods and services.
Harich, Katrin. Marketing: Buyer Behavior. Fullerton, California: College of Business and Economics California State University, Fullerton, 4 Sept. 2006. PPT.
We recommend Vikram to use service quality framework (SERVQUAL) as a scale to measure and manage hotel guest’s perception of service quality in terms of five dimensions (session2 slide#45), which are (i) Reliability – OV employee’s ability to dependably and accurately perform the promised service to consistently delight its guests (ii) Assurance – Knowledge and courtesy of OV employees, and their ability to convey trust and confidence. (iii) Empathy – OV’s individualized attention and customized care it offers to its guests and understanding the customer to anticipate guest needs, wants and desires to enlighten the service. (iv)Tangibles – Refers to OV’s lavish tents and other physical facilities, equipment, pleasant appearance of OV personal, etc. (v) Responsiveness – OV’s willingness to help customers and provide prompt
Service companies have no final product to deliver. Instead they only deliver a process to it’s customer, even if a part of the service company also delivers a final product due to the process. From the customers point of view, the service process can be seen as open because the customer can interact in the process and affect the final result of the process. Therefore the perceived value is affected by the service from the service process as a result of the actual process. Another aspect which also affects the perceived quality of the service is the image of the company which can influence the perceived quality positive, neutral or negative depending on if the customer views the company as good, neutral, or bad. (Grönroos, 1998). Service quality can although not be definite as a single measurement but Ziethaml et al.(2006) means that service quality includes five
Service quality has three main dimensions including interaction quality, environmental quality and outcome quality (Brady & Cronin, 2001). Interaction quality is mainly related to the manner in which the service is delivered. Environmental quality is related to the physical features of the process of production of service. Outcome quality is related with what customers are left with after they consume the hotel service. All these dimensions are related to one another meaning that they are all required for a customer to be satisfied (Wu & Ko,
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.