Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
Summary of the importance of service quality is as follows (DEBRA 2013):
A- Growth in the service sector: The number of organizations providing services has increased rapidly. For example, half of American organizations are service-oriented. Furthermore, service organizations continue to experience continuous and increasing growth.
B- Increased competition: The increasing number of service organizations will lead to intense competition among them, and reliance on service quality contributes to creating numerous competitive advantages for these organizations.
C- Understanding customers: Customers always demand and want good treatment and dislike dealing with organizations that focus solely on service. It is not enough to provide quality service at a good price without providing good treatment and greater understanding of customers.
C- The Economic Implication of Service Quality: Today, service organizations are focused on expanding their market share. Organizations must not only strive to attract new customers, but also retain existing ones. To achieve this, greater attention must be paid to the level of service quality (Al-Dararka, 2001) (Journal of the Baghdad College of Economic Sciences, 2022).
Sixth: Factors and Determinants Affecting Hotel Service Quality
These determinants were the starting point upon which the researchers formulated the questionnaire questions, which they believe play a role in revealing the extent of customers’ perceptions of hotel service quality. There are approximately ten determinants (John Browen, Phillip, Kotler, James Makens, 1999):
1- Reliability, meaning consistency (consistency) in performance efficiency and independence, so that there are no errors or delays.
2- Responsiveness, meaning the willingness and readiness of employees to provide the service.
3- Competence, meaning the knowledge and skill required to communicate with customers.
4- Accessibility and access to service, i.e., the extent to which the service is available at the time and place the customer desires within the hotel.
5- Courtesy or courtesy, i.e., politeness, friendliness, respect, and etiquette from both parties, whether the service provider or the guest.
6- Communication, i.e., informing customers, communicating with them, and listening to them.
7- Credibility, i.e., the honesty, truthfulness, and trust that a hotel must possess.
8- Safety, i.e., freedom from danger, doubt, and risk on the part of the guest when purchasing a service or product at the hotel.
9- Empathy, i.e., understanding and acknowledging the customer’s individual needs without being asked for.
10- External appearance, i.e., the physical requirements for the service, individual equipment, and other facilities such as modern technical equipment, complementary services, food and beverage services, etc
