伊朗一个四星级酒店服务质量差距的相关分析【外文翻译】.doc

1、1外文翻译原文CORRELATIONANALYSISOFSERVICEQUALITYGAPSINAFOURSTARHOTELINIRANMATERIALSOURCEINTERNATIONALBUSINESSRESEARCHVOL3NO3JULY2010AUTHORARASHSHAHIN，REZADABESTANIABSTRACTDURINGTHEPASTDECADES,SERVICESECTORHASBEENKNOWNASANIMPORTANTPLAYERINTHEWORLDECONOMYCONSIDERINGTHESIGNIFICANTROLEOFSERVICESINTHEHOSPITALI

2、TYINDUSTRY,THISRESEARCHASSESSESTHESERVICEQUALITYGAPSBASEDONEXPECTATIONSANDPERCEPTIONSOFCUSTOMERSINAFOURSTARHOTELINISFAHANASTHEMAJORTOURISMFOCALPOINTINIRANFORTHISPURPOSE,SERVICEQUALITYGAPSHAVEBEENMEASUREDANDSTUDIEDTHROUGHCORRELATIONANALYSISBASEDONACOMPREHENSIVESETOFSERVICEQUALITYDIMENSIONSTHEFINDINGS

3、IMPLYTHATALMOSTALLOFTHESERVICEQUALITYGAPSAREPOSITIVEAND“PRICE”ASASERVICEQLITYDIMENSIONHASTHEHIGHESTPOSITIVEVALUE“COMMUNICATION”ALSOHASTHEHIGHESTCORRELATIONWITHOTHERSERVICEQUALITYDIMENSIONSKEYWORDSSERVICEQUALITY,HOTEL,DIMENSION,GAPSCORRELATION1INTRODUCTIONSERVICEQUALITYISCRUCIALTOTHESUCCESSOFANYSERVI

4、CEORGANIZATIONSINCECUSTOMERSPARTICIPATEINDELIVERYANDCONSUMPTIONOFSERVICES,THEYINTERACTCLOSELYWITHVARIOUSASPECTSOFORGANIZATIONSTHISKNOWLEDGEGIVESTHEMTHEOPPORTUNITYTOASSESSCRITICALLYTHESERVICESPROVIDEDINORGANIZATIONSKANDAMPULLY,2000CUSTOMERSWILLASSESSSERVICEQUALITYBYCOMPARINGSERVICESTHEYRECEIVEDWITHTH

5、EIRDESIREDSERVICESHENCE,SERVICEQUALITYPLAYSACRITICALROLEINADDINGVALUETOTHEOVERALLSERVICEEXPERIENCELAUETAL,2005DURINGTHEPASTDECADES,THETOURISMINDUSTRYHASBECOMEONEOFTHEMOSTIMPORTANTPLAYERSOFECONOMIESWORLDWIDETHISIMPORTANTINDUSTRYHASMANYINFRASTRUCTURESANDSERVICEINSTITUTIONSINITSCATEGORYAMONGWHICHTHEMOS

6、TIMPORTANTINFRASTRUCTUREISTHEHOTELINDUSTRYINTHISRESPECT,CUSTOMERSATISFACTIONISADEFINITENEEDFORSERVICEORGANIZATIONIMPROVEMENTANDTHEREFORE,MAINTAININGANDMEASURINGCUSTOMERSATISFACTION,ASONEOFTHEMOSTIMPORTANTASPECTSOFQUALITY2IMPROVEMENTISABASICNEEDOFORGANIZATIONSKING1995MENTIONEDTHATHOSPITALITYASACOMMER

7、CIALACTIVITYISASPECIALKINDOFRELATIONSHIPBETWEENSERVICEPROVIDERSANDCUSTOMERSINTHISRELATIONSHIP,THEHOSTUNDERSTANDSTHENEEDSANDWANTSOFTHECUSTOMERANDGIVESPLEASURETOTHECUSTOMERSINORDERTHATTHEYENHANCETHEIRNEEDSANDFEELCOMFORTABLETHEHOSPITALITYINDUSTRYSIMPLYCANNOTSURVIVEWITHOUTDELIVERINGSATISFIEDQUALITYOFTHE

8、IRSERVICESBASEDONACADEMICLITERATURE,WUEST2001REPORTEDSIMILARIMPACTSOFSERVICEQUALITYINTOURISM,HOSPITALITY,ANDLEISUREBUSINESSESWHICHWEREIMPROVINGGUESTCONVENIENCEENHANCINGSERVICEPROVIDERSIMAGEENSURINGCUSTOMERSECURITYGENERATINGTRAFFICLINKINGTOPROFITS,SAVINGCOSTS,ANDHIGHERMARKETSHAREANDESTABLISHINGACOMPE

9、TITIVEEDGE,ANDCUSTOMERDEMANDFORTHEATTEMPTSOFTHEHOSPITALITYINDUSTRYTOATTAINSERVICEQUALITYASSUSTAINABLECOMPETITIVEADVANTAGE,RESEARCHERSAFFIRMEDTHATHOSPITALITYORGANIZATIONSAREACTIVELYRECEPTIVETOSERVICEQUALITYINITIATIVES,SUCHASTHEBRITISHSTANDARDSINSTITUTE,THEEUROPEANQUALITYAWARD,THEMALCOLMBALDRIGENATION

10、ALQUALITYAWARD,ANDTHEEDWARDSDEMINGPRIZEINADDITION,THEHOSPITALITYORGANIZATIONSPAYCLOSEATTENTIONTORAISINGSERVICEQUALITYTHROUGHINVESTMENTINHUMANRESOURCESDEVELOPMENTNARANGAJAVANA,2007INTHISPAPER,THEHOSPITALITYINDUSTRYANDINPARTICULARTHEHOTELSECTORISUNDERTAKENFORCORRELATIONANALYSISOFSERVICEQUALITYGAPSITIS

11、IMPORTANTTONOTETHATWHILETHELITERATUREREVIEWDENOTESTHATALARGEANDRELATIVELYSIMILARWORKHASBEENDONEONTHESERVQUALAPPROACHANDTHECORRELATIONANALYSISOFTHEDIMENSIONSVALUES,THERESEEMSALACKOFWORKONTHECORRELATIONANALYSISOFSERVICEQUALITYGAPSTHEREFOREINTHEFOLLOWING,THELITERATUREISREVIEWEDONTHESUBJECTOFSERVICEQUAL

12、ITY,ITSDIMENSIONSANDGAPSTHEN,THENEWMETHODOLOGYISDESCRIBEDANDAFOURSTARHOTELINISFAHANASTHEMAJORZONEOFTOURISMINIRANISUNDERTAKENASASAMPLEFORANALYSISACOMPREHENSIVESETOFSERVICEQUALITYDIMENSIONSSQDSWHICHENCOMPASSESALLTHEASPECTOFDELIVEREDSERVICESISUSEDFORANALYSISTHECORRELATIONANDGAPANALYSISISUSEDTOFINDTHEIN

13、TERRELATIONSHIPSAMONGSTSQDSANDTOPRIORITIZETHEADDRESSEDDIMENSIONSFINALLY,THERESULTSAREANALYZED,DISCUSSEDANDMAJORCONCLUSIONSAREPRESENTED2LITERATUREREVIEWASERVICEISANACTIVITYORSERIESOFACTIVITIESOFMOREORLESSINTANGIBLENATURETHATNORMALLY,BUTNOTNECESSARILY,TAKEPLACEININTERACTIONSBETWEENCUSTOMERSANDSERVICEE

14、MPLOYEESAND/ORPHYSICALRESOURCESORGOODSAND/ORSYSTEMSOFTHESERVICE3PROVIDER,WHICHAREPROVIDEDASSOLUTIONSTOCUSTOMERPROBLEMSFITZSIMMONSANDFITZSIMMONS,2000THESUBJECTOFSERVICEQUALITYISWIDEANDVARIEDTHETHEORYHASBEENGREATLYDEVELOPEDBYMANYRESEARCHERSDURINGTHEPASTDECADES,MANYSCHOLARSHAVERECOGNIZEDANDINVESTIGATED

15、THESUBJECTOFSERVICEQUALITYINNUMEROUSSERVICEQUALITYRESOURCES,CONCEPTUALIZATION,MEASUREMENT,IMPLEMENTATION,ANDMANAGEMENTOFSERVICEQUALITYHAVEBEENSTUDIEDTHECONCEPTOFSERVICEQUALITYWASESTABLISHEDAFTERTHEREHADBEENAGROWINGINTERESTINTHEQUALITYOFGOODSSERVEDGARVIN1988WASAMONGFIRSTSCHOLARSWHOEXAMINEDTHEQUALITYC

16、ONCEPTSTOCOVERBOTHGOODSANDSERVICESHEEXPLAINEDPERCEIVEDQUALITYASTHESUBJECTIVEPERCEPTIONOFQUALITYTHROUGHINDIRECTMEASURESOFQUALITYCOMPARISONCHRISTOPHER1994INTRODUCEDPERCEIVEDSERVICEQUALITYASARESULTOFCOMPARINGTHEREALEXPERIENCEWITHTHEEXPECTATIONOFACUSTOMERBEFORECONSUMINGTHESERVICEBASEDONTHEPERCEIVEDSERVI

17、CEQUALITYCONCEPT,PARASURAMANETAL1985APPLIEDPREMISESFROMOTHERPREVIOUSSTUDIESTOFORMTHEIRMODELOFSERVICEQUALITYGAPSTHEIDEASINCLUDEDACONSUMERHADDIFFICULTYINEVALUATINGSERVICEQUALITYRATHERTHANGOODSQUALITY,THATAPERCEPTIONOFSERVICEQUALITYWASDEVELOPEDFROMACOMPARISONOFCONSUMEREXPECTATIONWITHACTUALSERVICEPERFOR

18、MANCEALSOQUALITYEVALUATIONINVOLVEDTHEEVALUATIONOFBOTHTHEPROCESSANDOUTCOMEOFSERVICEDELIVERYTHEREFORE,SERVICEQUALITYGAPDENOTESTHEGAPBETWEENCUSTOMERSEXPECTATIONSEORWHATTHESERVICESHOULDPROVIDEANDTHECUSTOMERSPERCEPTIONPOFWHATTHESERVICEACTUALLYPROVIDESSHAHIN,2006GEPINTHECONCEPTUALMODELOFPARASURAMANETAL198

19、5,10QUALITYDIMENSIONSWEREINTRODUCEDWHICHINCLUDEDRELIABILITY,RESPONSIVENESS,COMPETENCE,ACCESS,COURTESY,COMMUNICATION,CREDITABILITY,SECURITY,UNDERSTANDING/KNOWINGTHECUSTOMER,ANDTANGIBLESPARASURAMANETAL1988DEVELOPEDAMULTIPLEITEMSCALESERVQUALFORMEASURINGSERVICEQUALITYANDSIMPLIFIEDTHE10DIMENSIONSOFSERVIC

20、EQUALITYTOFIVEDIMENSIONSASTANGIBLE,RELIABILITY,RESPONSIVENESS,ASSURANCEANDEMPATHYINTHISPAPER,ACOMPREHENSIVESETOF12SQDSISCONSIDEREDFORTHESTUDYASADDRESSEDINTABLE1WHILEPARASURAMANETAL1988IDENTIFIEDFIVEGAPSTHATCANRESULTINUNSUCCESSFULSERVICEDELIVERY,THEMAJORITYOFLITERATUREHASFOCUSEDONTHEFIFTHGAP,WHICHIST

21、HEDIFFERENCEBETWEENCUSTOMERSEXPECTATIONANDPERCEPTIONOFSERVICEQUALITYTHESTUDIESARENOTLIMITEDTOFIVEGAPSASLUKANDLAYTON2002ANDSHAHINETAL2006ADDRESSEDMOREGAPSTHEOUTCOMESOFSTUDIESONSERVICEQUALITYADDRESSEDSEVERALCONTRIBUTIONSTO4DIMENSIONALSTRUCTUREOFSERVICEQUALITYINTHEHOSPITALITYINDUSTRYTHESESTUDIESHAVEARG

22、UEDTHATINTHEHOTELSECTOR,SOMEOFQUALITYDIMENSIONSAREDIFFERENTFROMTHEFIVEDIMENSIONSDESCRIBEDBYTHEORIGINALSERVQUALRESEARCHERSAKAN1995DEVELOPEDAQUESTIONNAIREADAPTEDFROMTHESERVQUALINSTRUMENTANDINVESTIGATEDTHEAPPLICATIONOFTHESERVQUALINSTRUMENTINANINTERNATIONALENVIRONMENTAKANAIMEDTOEXAMINETHEDIMENSIONSOFTHE

23、SERVQUALANDMEASURETHELEVELOFIMPORTANCEOFTHEDIMENSIONSFORTHEUSERSOFFOURANDFIVESTARHOTELSINTURKEYHEIDENTIFIEDSEVENDIMENSIONSINCLUDINGCOURTESYANDCOMPETENCEOFTHEPERSONNEL,COMMUNICATIONANDTRANSACTIONS,TANGIBLES,KNOWINGANDUNDERSTANDINGTHECUSTOMER,ACCURACYANDSPEEDOFSERVICE,SOLUTIONSTOPROBLEMS,ANDACCURACYOF

24、HOTELRESERVATIONSAMONGWHICH,COURTESYANDCOMPETENCEOFHOTELPERSONNELWERETHEMOSTSIGNIFICANTDIMENSIONSINFLUENCINGTHEPERCEPTIONOFQUALITYENZANDSIGUAW2000EXAMINEDTHEBESTPRACTICESINSERVICEQUALITYAMONGTHEUSHOSPITALITYINDUSTRYONLYASMALLNUMBEROFHOTELOPERATIONSFOCUSEDSPECIFICALLYONSERVICEEXCELLENCE,WHICHTHEYDIDE

25、XTREMELYWELLFORONEORMORESERVICEISSUESCREATINGASERVICECULTUREBUILDINGANEMPOWEREDSERVICEDELIVERYSYSTEMFACILITATINGACUSTOMERLISTENINGORIENTATIONANDDEVELOPINGRESPONSIVESERVICEGUARANTEESINTHEFIELDOFHOSPITALITY,THEMEASUREMENTOFSERVICEQUALITYWASDERIVEDFROMTHECONCEPTANDSTUDIESOFSERVICEQUALITYEXPERTSANUMBERO

26、FSTUDIESAPPLIEDORMODIFIEDTHESERVQUALINSTRUMENTTOMEASURESERVICEQUALITYINTHEHOSPITALITYINDUSTRYSEVERALSPECIFICINSTRUMENTSWEREDEVELOPEDBASEDONTHESERVQUALAPPROACHLEEANDHING1995SUPPORTEDTHESERVQUALAPPLICATIONINMEASURINGSERVICEQUALITYBECAUSEITWASRELATIVELYSIMPLEANDINEXPENSIVEPROVIDEDBENEFITSTOENTREPRENEUR

27、SFORDEVELOPINGBETTERTAILOREDMARKETINGANDWASCOMPARABLEINTRACKINGTHESERVICEQUALITYOFDIFFERENTFIRMSINTHESAMEBUSINESSSECTORTHESTUDYOFSALEHANDRYAN1992ATTEMPTEDTOAPPLYTHESERVQUALAPPROACHWITHINTHEHOSPITALITYINDUSTRYINITIALLY,ASSUMINGTHESAMEFIVEDIMENSIONSOFTHEDEVELOPERS,THERESULTOFTHEIRSTUDYHOWEVERSHOWEDASO

28、MEWHATDIFFERENTCONSTRUCTFROMTHEORIGINALAPPROACHOFTHESERVQUALTHEFACTORANALYSISOFTHESTUDYCOMBINEDTANGIBLES,RELIABILITY,RESPONSIVENESS,ANDASSURANCEDIMENSIONSOFTHEORIGINALAPPROACHINTO“CONVIVIALITY”,THEFIRSTFACTOROFSALEHANDRYANSUDY,WHICHEXPLAINEDROUGHLY63ANDTHEREMAININGFOURFACTORSTANGIBLES,REASSURANCE,AV

29、OIDSARCASM,ANDEMPATHYACCOUNTEDFORANOTHER16THEYJUSTIFIED5THATDIFFERENTCONSTRUCTSMIGHTOCCURWHENUSINGA5POINTSCALEINSTEADOFA7POINTSCALEASINTHEORIGINALRESEARCH,ANDTHEINVALIDITYOFQUESTIONSCONCERNINGTANGIBLESMEIETAL1999EXAMINEDTHEDIMENSIONSOFSERVICEQUALITYINHOTELINDUSTRYINAUSTRALIATHEYUSEDTHESERVQUALAPPROA

30、CHASAFOUNDATIONANDDEVELOPEDANEWSCALECALLEDHOLSERVSCALEASANEWINSTRUMENTTOMEASURESERVICEQUALITYINTHEHOTELINDUSTRYTHEYCONCLUDEDTHATSERVICEQUALITYCOULDBEREPRESENTEDBYTHREEDIMENSIONSINTHEHOTELINDUSTRYASEMPLOYEES,TANGIBLES,ANDRELIABILITYFICKANDRITCHIE1991EXAMINEDTHESERVQUALAPPROACHANDITSMANAGEMENTIMPLICAT

31、IONSINFOURMAJORSECTORSOFTRAVELANDTOURISMINDUSTRY,IEAIRLINE,HOTEL,RESTAURANT,ANDSKIAREASERVICESTHEYFOUNDTHATTHEMOSTIMPORTANTEXPECTATIONSCONCERNINGSERVICEARERELIABILITYANDASSURANCEFORALLOFTHEFOURSECTORSASITWASEMPHASIZEDEARLIERANDISCLEARFROMTHELITERATUREREVIEW,WHILETHEREALARGEANDRELATIVELYSIMILARPUBLIS

32、HEDWORKEXISTSONTHESERVQUALAPPROACHANDTHECORRELATIONANALYSISOFTHEDIMENSIONSVALUES,THERESEEMSALACKOFWORKONTHECORRELATIONANALYSISOFSERVICEQUALITYGAPS3RESEARCHMETHODOLOGYHOTELSPLAYAVITALROLEINIMPROVINGTOURISMINIRANANDCONTRIBUTETOREMARKABLEECONOMICGROWTHINHISTORICALCITIESSUCHASISFAHANASURVEYISDEVELOPEDAN

33、DCONDUCTEDINAFOURSTARHOTELINISFAHANASTHEMAJORTOURISMFOCALPOINTINIRANTHEDATAISCOLLECTEDUSING30QUESTIONS,BASEDONTHESECONDLEVELOFSQDSINTABLE1,WHICHARESUBMITTEDTOCUSTOMERSINORDERTOMEASURETHEIRPERCEPTIONSANDEXPECTATIONSTHEREFORE,CUSTOMERSAREASKEDTORESPONSETOTOTALLY60QUESTIONSCUSTOMERSAREALSOASKEDTOFILLTH

34、EQUESTIONNAIREUSINGAFIVEPOINTLIKERTSCALE1ASVERYLOW,2ASLOW,3ASMODERATE,4ASHIGHAND5ASVERYHIGHASITISADDRESSEDINTABLE1,THEQUESTIONNAIREINCLUDESFOURQUESTIONSRELATEDTORELIABILITY,THREEQUESTIONSTORESPONSIVENESS,THREEQUESTIONSTOSECURITYANDCONFIDENTIALITY,TWOQUESTIONSTOACCESSANDAPPROACHABILITY,TWOQUESTIONSTO

35、COMMUNICATION,TWOQUESTIONSTOUNDERSTANDINGTHECUSTOMER,THREEQUESTIONSTOCREDIBILITY,THREEQUESTIONSTOTANGIBLES,TWOQUESTIONSTOCOURTESY,TWOQUESTIONSTOPRICE,TWOQUESTIONSTOCOMPETENCEANDTWOQUESTIONSTOFLEXIBILITY4SAMPLESELECTIONANDDATACOLLECTIONASEMANHOTELISSELECTEDFORTHESURVEYTHEASEMANHOTELISLOCATEDINTHEHEAR

36、TOFTHEHISTORICALCITYOFISFAHANITSONLY20MINUTESAWAYFROMTHEISFAHANINTERNATIONALAIRPORTAND5MINUTESAWAYFROMTHEISFAHANCITYCENTERHOTEL6BUILDINGISAONEBLOCKWITH13FLOORS,EACHOFWHICHHASATLEASTTWOGUESTSELEVATORSFOROPTIMUMCONVENIENCEASEMANHOTELOFFERS90ROOMSWITHFIVESINGLE,30DOUBLEANDTWIN,35TRIPLE,15STANDARDSUITES

37、ANDFOURROYALSUITESANDONESUITCONFERENCETHESAMPLEOFTHESURVEYINCLUDES38CUSTOMERSOFTHEHOTELTABLE2ADDRESSESTHEDEMOGRAPHICCHARACTERISTICSOFTHESAMPLEOFCUSTOMERSASITISCLEAR,MAJORITYOFTHESAMPLEOFRESPONDENTSCONTAINSYOUNGPEOPLE711LESSTHAN35YEARSOLDINTHISCATEGORY,158OFRESPONDENTSAREBETWEEN15AND25YEARSOLDAND553A

38、REBETWEEN25AND35YEARSOLD684OFCUSTOMERSAREMENAND316AREWOMENMOSTOFTHECUSTOMERS50HAVEBACHELORDEGREEAND744EARNMORETHANFIVEMILLIONRIALSPERMONTH316OFRESPONDENTSARESINGLE,WHILE684OFTHEMAREMARRIED32OFRESPONDENTSHAVEEXPERIENCEDTHEHOTELMORETHANTWOTIMES5FINDINGSANDDISCUSSIONTHEVALUESINTABLE3DENOTETHEGAPSOFSQDS

39、ANDASITISDEPICTED,ALLOFTHEVALUESAREPOSITIVETHESEPOSITIVEVALUESINDICATETHATTHEDELIVEREDSERVICEPERFORMANCEISLOWERTHANCUSTOMERSEXPECTATIONSTHE“PRICE”GAPHASTHEHIGHESTPOSITIVEVALUEAMONGSTTHESQDSTHELOWESTPOSITIVEVALUEISALSORELATEDTOCREDITABILITYTHERELIABILITYOFDATAISCALCULATEDBYTHECRONBACHSALPHAWITHTHEVAL

40、UEOF0833WHICHISSATISFACTORYTHEPEARSONCORRELATIONTESTISALSOPERFORMEDONTHEDATAANDTHERESULTSAREPRESENTEDINTABLE4ASITISSHOWNINTABLE4,WHILETHEREARECORRELATIONSAMONGSTANUMBEROFTHESQDS,THESIGNIFICANTCORRELATIONSAREJUSTRELATEDTOAFEWOFTHEDIMENSIONSTHE1TO12CODESONTHEFIRSTROWOFTHETABLE,REFERTOSQDSWHICHAREREPRE

41、SENTEDONTHESECONDCOLUMNWITHTHESAMEORDER,ASITISILLUSTRATED,COMMUNICATIONHASTHEHIGHESTCORRELATIONWITHOTHERSQDSALSO,THEREARESIGNIFICANTCORRELATIONSAMONGOTHERSERVICEDIMENSIONSINCLUDINGFLEXIBILITY,COMPETENCE,RESPONSIVENESS,UNDERSTANDINGTHECUSTOMERS,TANGIBLES,COURTESYANDCREDITABILITYTHESQDSWHICHDONOTHAVES

42、IGNIFICANTCORRELATIONSARERELIABILITY,SECURITYANDCONFIDENTIALITY,ACCESSANDAPPROACHABILITYANDPRICEIFWEASSUMETHATVALUESHIGHERTHAN05DENOTEARELATIVELYSTRONGCORRELATION,THENITISARGUEDTHATTHEHIGHESTCORRELATIONVALUEOF060ISALSOREFERREDTOCOMMUNICATIONANDCOURTESYASITWASADDRESSEDINTABLE3,SOMEOFTHESTANDARDDEVIAT

43、IONSWERERELATIVELYHIGHFOREXAMPLE,THEVALUEOFSTANDARDDEVIATIONOF“PRICE“DIMENSIONISALMOST17WHICHISVERYHIGHITISIMPORTANTTONOTETHATTHEGAPSCANHAVEAMAXIMUMVALUEOF4,ANDTHEREFORE,THEGAPVALUEOFTHISDIMENSIONIE11447SHOULDBECONSIDEREDWITHMORECARETHEADVANTAGEOFTHISRESEARCH,COMPARINGTOTHELITERATUREEGAKAN,1995ANDME

44、I,1999ISINUNDERTAKINGCORRELATIONSAMONGSTSERVICEQUALITYGAPSTHEPROPOSEDAPPROACHCOULDBEUSEDINANYSERVICEORGANIZATIONANDITISBELIEVEDTHATTHEFINDINGSCOULDPROVIDEGREATCOMPETITIVEADVANTAGETOHOTELMANAGERSWHOTRYTOIMPROVETHEIRCUSTOMERSATISFACTIONHOWEVER,REGARDINGTHEFACTTHATTHEREARESOMECORRELATIONSAMONGSTSERVICE

45、QUALITYGAPSINTHISRESEARCH,ITISLIKELYTOHAVECORRELATIONSAMONGSTSQDS,SIMILARTOWHATISAPPARENTINTHELITERATURESIMILARTOTHEINVESTIGATIONOFSALEHANDRYAN1992,THEPROPOSEDAPPROACHOFTHISPAPERCOULDBEDEVELOPEDFORFACTORANALYSISINORDERTOREDUCETHENUMBEROFDIMENSIONSANDRECATEGORIZETHEMTHEDIFFERENCEWOULDBETHATSALEHANDRY

46、ANMADETHEFACTORANALYSISONTHEDIMENSIONSVALUESANDTHENEWAPPROACHSUGGESTSTHEANALYSISTOBEMADEONTHEGAPSVALUESANOTHERIMPORTANTSUBJECT,WHICHISNECESSARYTOEXPLAINISTHATTHE12DIMENSIONSUSEDINTHISSTUDYSEEMSCOMPREHENSIVECOMPAREDTOOTHERSTUDIESADDRESSEDINTHELITERATUREASITENCOMPASSESALMOSTALLTHEDIMENSIONSUSEDBYOTHER

47、RESEARCHERSTHEGAPANALYSISISCRITICALANDVALUABLEFROMTHEVIEWPOINTOFTHEHOTELMANAGERSBECAUSEITISAUSEFULTOOLFORTHEMTOIDENTIFYTHESERVICEPROBLEMSORSERVICEFAILPOINTSITISRECOMMENDEDTOTHEHOTELMANGERSTOCARRYTHEPROPOSEDANLYSISREGULARLYSOTHATTHEYCANUNDERSTANDMOREABOUTTHECUSTOMERSEVALUATIONPROCESS,ANDTHUSMEETCUSTO

48、MERSEXPECTATIONSMORECONSISTENTLYANOTHERMANAGERIALIMPLICATIONINCLUDESTHENEEDFORTHEHOTELTODEVELOPHUMANRESOURCEMANAGEMENTSTRATEGIESTOTRAINEMPLOYEESTOBECOMEMORESKILLEDINTHEIRJOB,HAVEEXCELLENTCOMMUNICATIONSKILLS,BEINGCOURTEOUS,FRIENDLYANDCOMPETENTTOMEETCUSTOMERSNEEDTHISASPECTOFTHESTUDYISCOMPATIBLEWITHTHE

49、NADIRIANDHUSSAIN2005INVESTIGATIONCONSIDERINGTHECORRELATIONOFTHEGAPOFTANGIBLESWITHOTHERGAPS,ITISSUGGESTEDTOTHEHOTELMANAGERSTOINVESTINHOTELDECORINCLUDINGAPPEARANCE,TOOLSANDEQUIPMENTUSEDTOPROVIDESERVICEANDPHYSICALFACILITIESTHISISINCONSISTENCEWITHTHEFINDINGSOFWONGETAL1999ANDLAUETAL2005ASUNDERLINEDBYZEITHAMLANDBITNER2003,INTHEHOSPITALITYINDUSTRYWHERECUSTOMERSVISITTHEESTABLISHMENTTORECEIVETHESERVICES,THETANGIBLESSHOULDBEOVEREMPHASIZED86CONCLUSIONSINTHISPAPER,SERVICEQUALITYGAPSWEREEXAMINEDUSINGCORRELATIONANALYSISACOMPREHENSIVESETOFSQDSWHICHENCOMPASSESALMOSTALLOFTHEASPECTOFDELIVEREDSERVICES