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
