1、外文翻译CORRELATIONANALYSISOFSERVICEQUALITYGAPSINAFOURSTARHOTELINIRANMATERIALSOURCEINTERNATIONALBUSINESSRESEARCHVOL3NO3JULY2010AUTHORARASHSHAHIN，REZADABESTANIABSTRACTDURINGTHEPASTDECADES,SERVICESECTORHASBEENKNOWNASANIMPORTANTPLAYERINTHEWORLDECONOMYCONSIDERINGTHESIGNIFICANTROLEOFSERVICESINTHEHOSPITALITYI
2、NDUSTRY,THISRESEARCHASSESSESTHESERVICEQUALITYGAPSBASEDONEXPECTATIONSANDPERCEPTIONSOFCUSTOMERSINAFOURSTARHOTELINISFAHANASTHEMAJORTOURISMFOCALPOINTINIRANFORTHISPURPOSE,SERVICEQUALITYGAPSHAVEBEENMEASUREDANDSTUDIEDTHROUGHCORRELATIONANALYSISBASEDONACOMPREHENSIVESETOFSERVICEQUALITYDIMENSIONSTHEFINDINGSIMP
3、LYTHATALMOSTALLOFTHESERVICEQUALITYGAPSAREPOSITIVEAND“PRICE”ASASERVICEQLITYDIMENSIONHASTHEHIGHESTPOSITIVEVALUE“COMMUNICATION”ALSOHASTHEHIGHESTCORRELATIONWITHOTHERSERVICEQUALITYDIMENSIONSKEYWORDSSERVICEQUALITY,HOTEL,DIMENSION,GAPSCORRELATION1INTRODUCTIONSERVICEQUALITYISCRUCIALTOTHESUCCESSOFANYSERVICEO
4、RGANIZATIONSINCECUSTOMERSPARTICIPATEINDELIVERYANDCONSUMPTIONOFSERVICES,THEYINTERACTCLOSELYWITHVARIOUSASPECTSOFORGANIZATIONSTHISKNOWLEDGEGIVESTHEMTHEOPPORTUNITYTOASSESSCRITICALLYTHESERVICESPROVIDEDINORGANIZATIONSKANDAMPULLY,2000CUSTOMERSWILLASSESSSERVICEQUALITYBYCOMPARINGSERVICESTHEYRECEIVEDWITHTHEIR
5、DESIREDSERVICESHENCE,SERVICEQUALITYPLAYSACRITICALROLEINADDINGVALUETOTHEOVERALLSERVICEEXPERIENCELAUETAL,2005DURINGTHEPASTDECADES,THETOURISMINDUSTRYHASBECOMEONEOFTHEMOSTIMPORTANTPLAYERSOFECONOMIESWORLDWIDETHISIMPORTANTINDUSTRYHASMANYINFRASTRUCTURESANDSERVICEINSTITUTIONSINITSCATEGORYAMONGWHICHTHEMOSTIM
6、PORTANTINFRASTRUCTUREISTHEHOTELINDUSTRYINTHISRESPECT,CUSTOMERSATISFACTIONISADEFINITENEEDFORSERVICEORGANIZATIONIMPROVEMENTANDTHEREFORE,MAINTAININGANDMEASURINGCUSTOMERSATISFACTION,ASONEOFTHEMOSTIMPORTANTASPECTSOFQUALITYIMPROVEMENTISABASICNEEDOFORGANIZATIONSKING1995MENTIONEDTHATHOSPITALITYASACOMMERCIAL
7、ACTIVITYISASPECIALKINDOFRELATIONSHIPBETWEENSERVICEPROVIDERSANDCUSTOMERSINTHISRELATIONSHIP,THEHOSTUNDERSTANDSTHENEEDSANDWANTSOFTHECUSTOMERANDGIVESPLEASURETOTHECUSTOMERSINORDERTHATTHEYENHANCETHEIRNEEDSANDFEELCOMFORTABLETHEHOSPITALITYINDUSTRYSIMPLYCANNOTSURVIVEWITHOUTDELIVERINGSATISFIEDQUALITYOFTHEIRSE
8、RVICESBASEDONACADEMICLITERATURE,WUEST2001REPORTEDSIMILARIMPACTSOFSERVICEQUALITYINTOURISM,HOSPITALITY,ANDLEISUREBUSINESSESWHICHWEREIMPROVINGGUESTCONVENIENCEENHANCINGSERVICEPROVIDERSIMAGEENSURINGCUSTOMERSECURITYGENERATINGTRAFFICLINKINGTOPROFITS,SAVINGCOSTS,ANDHIGHERMARKETSHAREANDESTABLISHINGACOMPETITI
9、VEEDGE,ANDCUSTOMERDEMANDFORTHEATTEMPTSOFTHEHOSPITALITYINDUSTRYTOATTAINSERVICEQUALITYASSUSTAINABLECOMPETITIVEADVANTAGE,RESEARCHERSAFFIRMEDTHATHOSPITALITYORGANIZATIONSAREACTIVELYRECEPTIVETOSERVICEQUALITYINITIATIVES,SUCHASTHEBRITISHSTANDARDSINSTITUTE,THEEUROPEANQUALITYAWARD,THEMALCOLMBALDRIGENATIONALQU
10、ALITYAWARD,ANDTHEEDWARDSDEMINGPRIZEINADDITION,THEHOSPITALITYORGANIZATIONSPAYCLOSEATTENTIONTORAISINGSERVICEQUALITYTHROUGHINVESTMENTINHUMANRESOURCESDEVELOPMENTNARANGAJAVANA,2007INTHISPAPER,THEHOSPITALITYINDUSTRYANDINPARTICULARTHEHOTELSECTORISUNDERTAKENFORCORRELATIONANALYSISOFSERVICEQUALITYGAPSITISIMPO
11、RTANTTONOTETHATWHILETHELITERATUREREVIEWDENOTESTHATALARGEANDRELATIVELYSIMILARWORKHASBEENDONEONTHESERVQUALAPPROACHANDTHECORRELATIONANALYSISOFTHEDIMENSIONSVALUES,THERESEEMSALACKOFWORKONTHECORRELATIONANALYSISOFSERVICEQUALITYGAPSTHEREFOREINTHEFOLLOWING,THELITERATUREISREVIEWEDONTHESUBJECTOFSERVICEQUALITY,
12、ITSDIMENSIONSANDGAPSTHEN,THENEWMETHODOLOGYISDESCRIBEDANDAFOURSTARHOTELINISFAHANASTHEMAJORZONEOFTOURISMINIRANISUNDERTAKENASASAMPLEFORANALYSISACOMPREHENSIVESETOFSERVICEQUALITYDIMENSIONSSQDSWHICHENCOMPASSESALLTHEASPECTOFDELIVEREDSERVICESISUSEDFORANALYSISTHECORRELATIONANDGAPANALYSISISUSEDTOFINDTHEINTERR
13、ELATIONSHIPSAMONGSTSQDSANDTOPRIORITIZETHEADDRESSEDDIMENSIONSFINALLY,THERESULTSAREANALYZED,DISCUSSEDANDMAJORCONCLUSIONSAREPRESENTED2LITERATUREREVIEWASERVICEISANACTIVITYORSERIESOFACTIVITIESOFMOREORLESSINTANGIBLENATURETHATNORMALLY,BUTNOTNECESSARILY,TAKEPLACEININTERACTIONSBETWEENCUSTOMERSANDSERVICEEMPLO
14、YEESAND/ORPHYSICALRESOURCESORGOODSAND/ORSYSTEMSOFTHESERVICEPROVIDER,WHICHAREPROVIDEDASSOLUTIONSTOCUSTOMERPROBLEMSFITZSIMMONSANDFITZSIMMONS,2000THESUBJECTOFSERVICEQUALITYISWIDEANDVARIEDTHETHEORYHASBEENGREATLYDEVELOPEDBYMANYRESEARCHERSDURINGTHEPASTDECADES,MANYSCHOLARSHAVERECOGNIZEDANDINVESTIGATEDTHESU
15、BJECTOFSERVICEQUALITYINNUMEROUSSERVICEQUALITYRESOURCES,CONCEPTUALIZATION,MEASUREMENT,IMPLEMENTATION,ANDMANAGEMENTOFSERVICEQUALITYHAVEBEENSTUDIEDTHECONCEPTOFSERVICEQUALITYWASESTABLISHEDAFTERTHEREHADBEENAGROWINGINTERESTINTHEQUALITYOFGOODSSERVEDGARVIN1988WASAMONGFIRSTSCHOLARSWHOEXAMINEDTHEQUALITYCONCEP
16、TSTOCOVERBOTHGOODSANDSERVICESHEEXPLAINEDPERCEIVEDQUALITYASTHESUBJECTIVEPERCEPTIONOFQUALITYTHROUGHINDIRECTMEASURESOFQUALITYCOMPARISONCHRISTOPHER1994INTRODUCEDPERCEIVEDSERVICEQUALITYASARESULTOFCOMPARINGTHEREALEXPERIENCEWITHTHEEXPECTATIONOFACUSTOMERBEFORECONSUMINGTHESERVICEBASEDONTHEPERCEIVEDSERVICEQUA
17、LITYCONCEPT,PARASURAMANETAL1985APPLIEDPREMISESFROMOTHERPREVIOUSSTUDIESTOFORMTHEIRMODELOFSERVICEQUALITYGAPSTHEIDEASINCLUDEDACONSUMERHADDIFFICULTYINEVALUATINGSERVICEQUALITYRATHERTHANGOODSQUALITY,THATAPERCEPTIONOFSERVICEQUALITYWASDEVELOPEDFROMACOMPARISONOFCONSUMEREXPECTATIONWITHACTUALSERVICEPERFORMANCE
18、ALSOQUALITYEVALUATIONINVOLVEDTHEEVALUATIONOFBOTHTHEPROCESSANDOUTCOMEOFSERVICEDELIVERYTHEREFORE,SERVICEQUALITYGAPDENOTESTHEGAPBETWEENCUSTOMERSEXPECTATIONSEORWHATTHESERVICESHOULDPROVIDEANDTHECUSTOMERSPERCEPTIONPOFWHATTHESERVICEACTUALLYPROVIDESSHAHIN,2006GEPINTHECONCEPTUALMODELOFPARASURAMANETAL1985,10Q
19、UALITYDIMENSIONSWEREINTRODUCEDWHICHINCLUDEDRELIABILITY,RESPONSIVENESS,COMPETENCE,ACCESS,COURTESY,COMMUNICATION,CREDITABILITY,SECURITY,UNDERSTANDING/KNOWINGTHECUSTOMER,ANDTANGIBLESPARASURAMANETAL1988DEVELOPEDAMULTIPLEITEMSCALESERVQUALFORMEASURINGSERVICEQUALITYANDSIMPLIFIEDTHE10DIMENSIONSOFSERVICEQUAL
20、ITYTOFIVEDIMENSIONSASTANGIBLE,RELIABILITY,RESPONSIVENESS,ASSURANCEANDEMPATHYINTHISPAPER,ACOMPREHENSIVESETOF12SQDSISCONSIDEREDFORTHESTUDYASADDRESSEDINTABLE1WHILEPARASURAMANETAL1988IDENTIFIEDFIVEGAPSTHATCANRESULTINUNSUCCESSFULSERVICEDELIVERY,THEMAJORITYOFLITERATUREHASFOCUSEDONTHEFIFTHGAP,WHICHISTHEDIF
21、FERENCEBETWEENCUSTOMERSEXPECTATIONANDPERCEPTIONOFSERVICEQUALITYTHESTUDIESARENOTLIMITEDTOFIVEGAPSASLUKANDLAYTON2002ANDSHAHINETAL2006ADDRESSEDMOREGAPSTHEOUTCOMESOFSTUDIESONSERVICEQUALITYADDRESSEDSEVERALCONTRIBUTIONSTODIMENSIONALSTRUCTUREOFSERVICEQUALITYINTHEHOSPITALITYINDUSTRYTHESESTUDIESHAVEARGUEDTHA
22、TINTHEHOTELSECTOR,SOMEOFQUALITYDIMENSIONSAREDIFFERENTFROMTHEFIVEDIMENSIONSDESCRIBEDBYTHEORIGINALSERVQUALRESEARCHERSAKAN1995DEVELOPEDAQUESTIONNAIREADAPTEDFROMTHESERVQUALINSTRUMENTANDINVESTIGATEDTHEAPPLICATIONOFTHESERVQUALINSTRUMENTINANINTERNATIONALENVIRONMENTAKANAIMEDTOEXAMINETHEDIMENSIONSOFTHESERVQU
23、ALANDMEASURETHELEVELOFIMPORTANCEOFTHEDIMENSIONSFORTHEUSERSOFFOURANDFIVESTARHOTELSINTURKEYHEIDENTIFIEDSEVENDIMENSIONSINCLUDINGCOURTESYANDCOMPETENCEOFTHEPERSONNEL,COMMUNICATIONANDTRANSACTIONS,TANGIBLES,KNOWINGANDUNDERSTANDINGTHECUSTOMER,ACCURACYANDSPEEDOFSERVICE,SOLUTIONSTOPROBLEMS,ANDACCURACYOFHOTELR
24、ESERVATIONSAMONGWHICH,COURTESYANDCOMPETENCEOFHOTELPERSONNELWERETHEMOSTSIGNIFICANTDIMENSIONSINFLUENCINGTHEPERCEPTIONOFQUALITYENZANDSIGUAW2000EXAMINEDTHEBESTPRACTICESINSERVICEQUALITYAMONGTHEUSHOSPITALITYINDUSTRYONLYASMALLNUMBEROFHOTELOPERATIONSFOCUSEDSPECIFICALLYONSERVICEEXCELLENCE,WHICHTHEYDIDEXTREME
25、LYWELLFORONEORMORESERVICEISSUESCREATINGASERVICECULTUREBUILDINGANEMPOWEREDSERVICEDELIVERYSYSTEMFACILITATINGACUSTOMERLISTENINGORIENTATIONANDDEVELOPINGRESPONSIVESERVICEGUARANTEESINTHEFIELDOFHOSPITALITY,THEMEASUREMENTOFSERVICEQUALITYWASDERIVEDFROMTHECONCEPTANDSTUDIESOFSERVICEQUALITYEXPERTSANUMBEROFSTUDI
26、ESAPPLIEDORMODIFIEDTHESERVQUALINSTRUMENTTOMEASURESERVICEQUALITYINTHEHOSPITALITYINDUSTRYSEVERALSPECIFICINSTRUMENTSWEREDEVELOPEDBASEDONTHESERVQUALAPPROACHLEEANDHING1995SUPPORTEDTHESERVQUALAPPLICATIONINMEASURINGSERVICEQUALITYBECAUSEITWASRELATIVELYSIMPLEANDINEXPENSIVEPROVIDEDBENEFITSTOENTREPRENEURSFORDE
27、VELOPINGBETTERTAILOREDMARKETINGANDWASCOMPARABLEINTRACKINGTHESERVICEQUALITYOFDIFFERENTFIRMSINTHESAMEBUSINESSSECTORTHESTUDYOFSALEHANDRYAN1992ATTEMPTEDTOAPPLYTHESERVQUALAPPROACHWITHINTHEHOSPITALITYINDUSTRYINITIALLY,ASSUMINGTHESAMEFIVEDIMENSIONSOFTHEDEVELOPERS,THERESULTOFTHEIRSTUDYHOWEVERSHOWEDASOMEWHAT
28、DIFFERENTCONSTRUCTFROMTHEORIGINALAPPROACHOFTHESERVQUALTHEFACTORANALYSISOFTHESTUDYCOMBINEDTANGIBLES,RELIABILITY,RESPONSIVENESS,ANDASSURANCEDIMENSIONSOFTHEORIGINALAPPROACHINTO“CONVIVIALITY”,THEFIRSTFACTOROFSALEHANDRYANSUDY,WHICHEXPLAINEDROUGHLY63ANDTHEREMAININGFOURFACTORSTANGIBLES,REASSURANCE,AVOIDSAR
29、CASM,ANDEMPATHYACCOUNTEDFORANOTHER16THEYJUSTIFIEDTHATDIFFERENTCONSTRUCTSMIGHTOCCURWHENUSINGA5POINTSCALEINSTEADOFA7POINTSCALEASINTHEORIGINALRESEARCH,ANDTHEINVALIDITYOFQUESTIONSCONCERNINGTANGIBLESMEIETAL1999EXAMINEDTHEDIMENSIONSOFSERVICEQUALITYINHOTELINDUSTRYINAUSTRALIATHEYUSEDTHESERVQUALAPPROACHASAFO
30、UNDATIONANDDEVELOPEDANEWSCALECALLEDHOLSERVSCALEASANEWINSTRUMENTTOMEASURESERVICEQUALITYINTHEHOTELINDUSTRYTHEYCONCLUDEDTHATSERVICEQUALITYCOULDBEREPRESENTEDBYTHREEDIMENSIONSINTHEHOTELINDUSTRYASEMPLOYEES,TANGIBLES,ANDRELIABILITYFICKANDRITCHIE1991EXAMINEDTHESERVQUALAPPROACHANDITSMANAGEMENTIMPLICATIONSINF
31、OURMAJORSECTORSOFTRAVELANDTOURISMINDUSTRY,IEAIRLINE,HOTEL,RESTAURANT,ANDSKIAREASERVICESTHEYFOUNDTHATTHEMOSTIMPORTANTEXPECTATIONSCONCERNINGSERVICEARERELIABILITYANDASSURANCEFORALLOFTHEFOURSECTORSASITWASEMPHASIZEDEARLIERANDISCLEARFROMTHELITERATUREREVIEW,WHILETHEREALARGEANDRELATIVELYSIMILARPUBLISHEDWORK
32、EXISTSONTHESERVQUALAPPROACHANDTHECORRELATIONANALYSISOFTHEDIMENSIONSVALUES,THERESEEMSALACKOFWORKONTHECORRELATIONANALYSISOFSERVICEQUALITYGAPS3RESEARCHMETHODOLOGYHOTELSPLAYAVITALROLEINIMPROVINGTOURISMINIRANANDCONTRIBUTETOREMARKABLEECONOMICGROWTHINHISTORICALCITIESSUCHASISFAHANASURVEYISDEVELOPEDANDCONDUC
33、TEDINAFOURSTARHOTELINISFAHANASTHEMAJORTOURISMFOCALPOINTINIRANTHEDATAISCOLLECTEDUSING30QUESTIONS,BASEDONTHESECONDLEVELOFSQDSINTABLE1,WHICHARESUBMITTEDTOCUSTOMERSINORDERTOMEASURETHEIRPERCEPTIONSANDEXPECTATIONSTHEREFORE,CUSTOMERSAREASKEDTORESPONSETOTOTALLY60QUESTIONSCUSTOMERSAREALSOASKEDTOFILLTHEQUESTI
34、ONNAIREUSINGAFIVEPOINTLIKERTSCALE1ASVERYLOW,2ASLOW,3ASMODERATE,4ASHIGHAND5ASVERYHIGHASITISADDRESSEDINTABLE1,THEQUESTIONNAIREINCLUDESFOURQUESTIONSRELATEDTORELIABILITY,THREEQUESTIONSTORESPONSIVENESS,THREEQUESTIONSTOSECURITYANDCONFIDENTIALITY,TWOQUESTIONSTOACCESSANDAPPROACHABILITY,TWOQUESTIONSTOCOMMUNI
35、CATION,TWOQUESTIONSTOUNDERSTANDINGTHECUSTOMER,THREEQUESTIONSTOCREDIBILITY,THREEQUESTIONSTOTANGIBLES,TWOQUESTIONSTOCOURTESY,TWOQUESTIONSTOPRICE,TWOQUESTIONSTOCOMPETENCEANDTWOQUESTIONSTOFLEXIBILITY4SAMPLESELECTIONANDDATACOLLECTIONASEMANHOTELISSELECTEDFORTHESURVEYTHEASEMANHOTELISLOCATEDINTHEHEARTOFTHEH
36、ISTORICALCITYOFISFAHANITSONLY20MINUTESAWAYFROMTHEISFAHANINTERNATIONALAIRPORTAND5MINUTESAWAYFROMTHEISFAHANCITYCENTERHOTELBUILDINGISAONEBLOCKWITH13FLOORS,EACHOFWHICHHASATLEASTTWOGUESTSELEVATORSFOROPTIMUMCONVENIENCEASEMANHOTELOFFERS90ROOMSWITHFIVESINGLE,30DOUBLEANDTWIN,35TRIPLE,15STANDARDSUITESANDFOURR
37、OYALSUITESANDONESUITCONFERENCETHESAMPLEOFTHESURVEYINCLUDES38CUSTOMERSOFTHEHOTELTABLE2ADDRESSESTHEDEMOGRAPHICCHARACTERISTICSOFTHESAMPLEOFCUSTOMERSASITISCLEAR,MAJORITYOFTHESAMPLEOFRESPONDENTSCONTAINSYOUNGPEOPLE711LESSTHAN35YEARSOLDINTHISCATEGORY,158OFRESPONDENTSAREBETWEEN15AND25YEARSOLDAND553AREBETWEE
38、N25AND35YEARSOLD684OFCUSTOMERSAREMENAND316AREWOMENMOSTOFTHECUSTOMERS50HAVEBACHELORDEGREEAND744EARNMORETHANFIVEMILLIONRIALSPERMONTH316OFRESPONDENTSARESINGLE,WHILE684OFTHEMAREMARRIED32OFRESPONDENTSHAVEEXPERIENCEDTHEHOTELMORETHANTWOTIMES5FINDINGSANDDISCUSSIONTHEVALUESINTABLE3DENOTETHEGAPSOFSQDSANDASITI
39、SDEPICTED,ALLOFTHEVALUESAREPOSITIVETHESEPOSITIVEVALUESINDICATETHATTHEDELIVEREDSERVICEPERFORMANCEISLOWERTHANCUSTOMERSEXPECTATIONSTHE“PRICE”GAPHASTHEHIGHESTPOSITIVEVALUEAMONGSTTHESQDSTHELOWESTPOSITIVEVALUEISALSORELATEDTOCREDITABILITYTHERELIABILITYOFDATAISCALCULATEDBYTHECRONBACHSALPHAWITHTHEVALUEOF0833
40、WHICHISSATISFACTORYTHEPEARSONCORRELATIONTESTISALSOPERFORMEDONTHEDATAANDTHERESULTSAREPRESENTEDINTABLE4ASITISSHOWNINTABLE4,WHILETHEREARECORRELATIONSAMONGSTANUMBEROFTHESQDS,THESIGNIFICANTCORRELATIONSAREJUSTRELATEDTOAFEWOFTHEDIMENSIONSTHE1TO12CODESONTHEFIRSTROWOFTHETABLE,REFERTOSQDSWHICHAREREPRESENTEDON
41、THESECONDCOLUMNWITHTHESAMEORDER,ASITISILLUSTRATED,COMMUNICATIONHASTHEHIGHESTCORRELATIONWITHOTHERSQDSALSO,THEREARESIGNIFICANTCORRELATIONSAMONGOTHERSERVICEDIMENSIONSINCLUDINGFLEXIBILITY,COMPETENCE,RESPONSIVENESS,UNDERSTANDINGTHECUSTOMERS,TANGIBLES,COURTESYANDCREDITABILITYTHESQDSWHICHDONOTHAVESIGNIFICA
42、NTCORRELATIONSARERELIABILITY,SECURITYANDCONFIDENTIALITY,ACCESSANDAPPROACHABILITYANDPRICEIFWEASSUMETHATVALUESHIGHERTHAN05DENOTEARELATIVELYSTRONGCORRELATION,THENITISARGUEDTHATTHEHIGHESTCORRELATIONVALUEOF060ISALSOREFERREDTOCOMMUNICATIONANDCOURTESYASITWASADDRESSEDINTABLE3,SOMEOFTHESTANDARDDEVIATIONSWERE
43、RELATIVELYHIGHFOREXAMPLE,THEVALUEOFSTANDARDDEVIATIONOF“PRICE“DIMENSIONISALMOST1WHICHISVERYHIGHITISIMPORTANTTONOTETHATTHEGAPSCANHAVEAMAXIMUMVALUEOF4,ANDTHEREFORE,THEGAPVALUEOFTHISDIMENSIONIE11447SHOULDBECONSIDEREDWITHMORECARETHEADVANTAGEOFTHISRESEARCH,COMPARINGTOTHELITERATUREEGAKAN,1995ANDMEI,1999ISI
44、NUNDERTAKINGCORRELATIONSAMONGSTSERVICEQUALITYGAPSTHEPROPOSEDAPPROACHCOULDBEUSEDINANYSERVICEORGANIZATIONANDITISBELIEVEDTHATTHEFINDINGSCOULDPROVIDEGREATCOMPETITIVEADVANTAGETOHOTELMANAGERSWHOTRYTOIMPROVETHEIRCUSTOMERSATISFACTIONHOWEVER,REGARDINGTHEFACTTHATTHEREARESOMECORRELATIONSAMONGSTSERVICEQUALITYGA
45、PSINTHISRESEARCH,ITISLIKELYTOHAVECORRELATIONSAMONGSTSQDS,SIMILARTOWHATISAPPARENTINTHELITERATURESIMILARTOTHEINVESTIGATIONOFSALEHANDRYAN1992,THEPROPOSEDAPPROACHOFTHISPAPERCOULDBEDEVELOPEDFORFACTORANALYSISINORDERTOREDUCETHENUMBEROFDIMENSIONSANDRECATEGORIZETHEMTHEDIFFERENCEWOULDBETHATSALEHANDRYANMADETHE
46、FACTORANALYSISONTHEDIMENSIONSVALUESANDTHENEWAPPROACHSUGGESTSTHEANALYSISTOBEMADEONTHEGAPSVALUESANOTHERIMPORTANTSUBJECT,WHICHISNECESSARYTOEXPLAINISTHATTHE12DIMENSIONSUSEDINTHISSTUDYSEEMSCOMPREHENSIVECOMPAREDTOOTHERSTUDIESADDRESSEDINTHELITERATUREASITENCOMPASSESALMOSTALLTHEDIMENSIONSUSEDBYOTHERRESEARCHE
47、RSTHEGAPANALYSISISCRITICALANDVALUABLEFROMTHEVIEWPOINTOFTHEHOTELMANAGERSBECAUSEITISAUSEFULTOOLFORTHEMTOIDENTIFYTHESERVICEPROBLEMSORSERVICEFAILPOINTSITISRECOMMENDEDTOTHEHOTELMANGERSTOCARRYTHEPROPOSEDANLYSISREGULARLYSOTHATTHEYCANUNDERSTANDMOREABOUTTHECUSTOMERSEVALUATIONPROCESS,ANDTHUSMEETCUSTOMERSEXPEC
48、TATIONSMORECONSISTENTLYANOTHERMANAGERIALIMPLICATIONINCLUDESTHENEEDFORTHEHOTELTODEVELOPHUMANRESOURCEMANAGEMENTSTRATEGIESTOTRAINEMPLOYEESTOBECOMEMORESKILLEDINTHEIRJOB,HAVEEXCELLENTCOMMUNICATIONSKILLS,BEINGCOURTEOUS,FRIENDLYANDCOMPETENTTOMEETCUSTOMERSNEEDTHISASPECTOFTHESTUDYISCOMPATIBLEWITHTHENADIRIAND
49、HUSSAIN2005INVESTIGATIONCONSIDERINGTHECORRELATIONOFTHEGAPOFTANGIBLESWITHOTHERGAPS,ITISSUGGESTEDTOTHEHOTELMANAGERSTOINVESTINHOTELDECORINCLUDINGAPPEARANCE,TOOLSANDEQUIPMENTUSEDTOPROVIDESERVICEANDPHYSICALFACILITIESTHISISINCONSISTENCEWITHTHEFINDINGSOFWONGETAL1999ANDLAUETAL2005ASUNDERLINEDBYZEITHAMLANDBITNER2003,INTHEHOSPITALITYINDUSTRYWHERECUSTOMERSVISITTHEESTABLISHMENTTORECEIVETHESERVICES,THETANGIBLESSHOULDBEOVEREMPHASIZED6CONCLUSIONSINTHISPAPER,SERVICEQUALITYGAPSWEREEXAMINEDUSINGCORRELATIONANALYSISACOMPREHENSIVESETOFSQDSWHICHENCOMPASSESALMOSTALLOFTHEASPECTOFDELIVEREDSERVICESWASUSEDFOR
