Hotel Service Quality Measurement Models
Sereen Hamid Muzal
Supervised by Asst. Lect. Mayassa Nazim Al-Moussawi
There are two main models for measuring hotel service quality, which are mainly based on a set of evaluation indicators, represented by the gap model and the actual performance model.
Gap Model:
Figure No. (1) Gap Scale
Source: (Khashai, Marabti, 2020: 21)
From the previous figure, these gaps can be summarized as follows:
First gap: There is a difference between tourists’ expectations for the level of hotel service and the management’s awareness of their expectations (i.e. the hotel management’s lack of knowledge of the expected needs and desires of tourists)
Second gap: The discrepancy between the specifications of the hotel service actually provided and the management’s awareness of tourists’ expectations, due to the management’s lack of commitment to achieving quality, or due to an organizational reason represented by the inefficiency of service providers or the absence of administrative commitment.
Third gap: The discrepancy between the management’s awareness of the specifications of service quality and the hotel service actually provided, or what is called the performance gap. It arises due to the difficulty of setting specific standards to unify the performance and delivery of the service and the difficulty of estimating the extent of employees’ commitment to providing the service at a certain level. (Al-Ghanimat, 2015: 26-27)
The fourth gap: The discrepancy between the promises made by the hotel about the level of service through contact with tourists and the level of hotel service and its specifications.
The fifth gap: The discrepancy between tourists’ expectations and the hotel service actually provided. High-quality service is the one that matches or exceeds tourists’ expectations. If they provide good service, this indicates that the service provided is satisfactory to tourists. (Khashai, Marabti, 2020: 22)
The directional approach:
The directional approach is known as the actual performance measure, as this approach is based on the quality of service, which represents a directional concept related to satisfaction and is not synonymous with it. It is also related to tourists’ perception of the actual performance of the service provided, meaning that the initial direction of service performance is a function and indicator of tourists’ expectations about the service, while the judgment and evaluation of the level of service currently provided to them is based on their future expectations of how this service is performed. (Al-Ghanimat, 2015: 26)
Models for measuring the quality of hotel services:
There are two main models for measuring the quality of hotel service, which are mainly based on a set of evaluation indicators, represented by the gap model and the actual performance model.
Gap model:
Figure No. (1) Gap scale
Source: (Khashai, Marabti, 2020: 21)
From the previous figure, these gaps can be summarized as follows:
First gap: There is a difference between tourists’ expectations for the level of hotel service and the management’s awareness of their expectations (i.e. the hotel management’s lack of knowledge of the expected needs and desires of tourists)
Second gap: The discrepancy between the specifications of the hotel service actually provided and the management’s awareness of tourists’ expectations, due to the management’s lack of commitment to achieving quality, or due to an organizational reason represented by the inefficiency of service providers or the absence of administrative commitment.
