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Service Quality Management
in Hospitality, Tourism,
and Leisure
The Haworth Hospitality Press®, an imprint of The Haworth Press, Inc., 10 Alice Street, Bingham-
ton, NY 13904-1580
© 2001 by The Haworth Press, Inc. All rights reserved. No part of this work may be reproduced
or utilized in any form or by any means, electronic or mechanical, including photocopying,
microfilm, and recording, or by any information storage and retrieval system, without permission
in writing from the publisher. Printed in the United States of America.
Service quality management in hospitality, tourism, and leisure / Jay Kandampully, Connie Mok,
Beverley Sparks, editors.
p. cm.
Includes bibliographical references and index.
ISBN 0-7890-0726-6 (hc : alk. paper) — ISBN 0-7890-1141-7 (pbk. : alk. paper)
1. Hospitality industry—Management. 2. Tourism—Management. 3. Leisure industry—
Management. I. Kandampully, Jay. II. Mok, Connie. III. Sparks, Beverley.
Publisher's Note
The publisher has gone to great lengths to ensure the quality of this reprint
but points out that some imperfections in the original may be apparent.
CONTENTS
Contributors xiii
Preface xvii
Index 319
ABOUT THE EDITORS
Jay Kandampully, PhD, is Associate Professor
and Head of Services Management and Hospital-
ity, Faculty of Business, Economics and Law,
The University of Queensland, Ipswich, Australia.
Dr. Kandampully has nine years of managerial ex-
perience in hotels in Austria, India, and the United
States. He enjoys close alliances with leading ser-
vice organizations in the United States, United
Kingdom, Australia, New Zealand, Singapore,
Malaysia, and India, where he is often invited to
conduct management seminars to update managers
with nascent strategies. He is the author of the book Hotels As Integrated
Services scheduled for publication in 2000. He has published over fifty
articles and has presented numerous papers at international conferences on
issues relating to service quality, services marketing, and services manage-
ment. His research publication on the concept of "Service Loyalty" earned
him the prestigious "Literati Award" for the most outstanding paper of
1997, published in the journal Managing Service Quality. Dr. Kandampul-
ly's recent publication in the journal Management Decision received the
"1999 Citation of Excellence Award." He was also recognized for "Excel-
lence in Teaching" in 1997 and 1998. Dr. Kandampully serves on the
editorial board of six refereed journals and is the editor of the journal
Managing Service Quality. He holds a PhD in service quality management,
and an MBA specializing in services marketing, both from the University of
Exeter, England. His undergraduate qualification was in Hotel Management
from Salzburg, Austria.
Connie Mok, PhD, is Associate Professor in the
Conrad N. Hilton College of Hotel and Restaurant
Management at the University of Houston in Tex-
as. Dr. Mok has extensive teaching, industrial, and
consulting experience in the hospitality and tour-
ism fields. She is the author or co-author of over
sixty-five published articles in academic journals,
conference proceedings, books, and trade journals.
Her research articles have been published in the
United States, United Kingdom, India, Hong Kong,
China, and Australia. She serves on the editorial
xi
xii Service Quality Management in Hospitality, Tourism, and Leisure
boards of seven refereed academic journals. Dr. Mok received her PhD in
Marketing from Murdoch University, her Masters degree from Iowa State
University, and her undergraduate degree from the Conrad N. Hilton Col-
lege of Hotel and Restaurant Management at the University of Houston.
Beverley Sparks, PhD, is Associate Professor in
Hotel Management at the School of Tourism and
Hotel Management, Griffith University, Gold Coast,
Australia. Dr. Sparks has been involved in teaching
and research at the tertiary level for over twelve
years and maintains a close alliance with the hotel
industry. Prior to entering tertiary teaching, Dr. Sparks
ran her own restaurant in country Victoria, Austra-
lia. She has also worked in major hotels throughout
Australia and New Zealand. Her research interests
include service quality, customer satisfaction, and
service recovery. She has several publications in top international hospitality
journals. She serves on the editorial boards of numerous prestigious aca-
demic journals. Dr. Sparks is very active in presenting seminars and confer-
ence papers, both nationally and internationally. Her refereed paper won the
Best Paper Award in Marketing at the 1996 CHRIE conference. Dr. Sparks
is the president of the Australian and New Zealand Chapter of CHRIE.f
CONTRIBUTORS
xiii
xiv Service Quality Management in Hospitality, Tourism, and Leisure
xvii
Chapter 1
INTRODUCTION
1. Two main elements: (a) movement, which refers to the journey (trav-
el) to and from a destination (the dynamic element of tourism); and
(b) the overnight stay outside the permanent residence in various
destinations (the static element of tourism)
2. Movement to and from the destination is temporary (temporary
change of residence), short-term, with intention to return
3. Destinations are visited for purposes other than taking up permanent
residence or employment
4. The activities tourists engage in during their journey, and the stay
outside the normal place of residence and work, are distinct from
those of the local residents and working populations of the places
visited
There is a strong link between tourism and travel. Travel refers to the
spatial displacement of people and the activities of people taking trips to
places outside their residence for any purpose except daily commuting to
and from work (McIntosh, Goeldner, and Ritchie, 1995). Travel may be
undertaken for tourism purposes, or other purposes such as migration,
commuting, or exploring. It includes both business and convention tour-
ism as distinguished from "pure" pleasure tourism. Thus, travel has wider
meaning and application than tourism.
Hospitality is concerned with the provision of accommodation and
catering (food and beverage) services for guests. It also refers to the
reception and entertainment of travelers, the way they are treated by indus-
try employees (with empathy, kindness, and friendliness), and an overall
concern for the traveler's well-being and satisfaction. Tourists are not the
only consumers of hospitality services; local residents also use them.
Leisure is considered to be part of free time available to the individual
after necessary work and duties are accomplished, to be spent at the discre-
tion of the individual (Miller and Robinson in Mieczkowski, 1990). It refers
to the time free from obligations, filled with specific activities, without
pressure of necessity. The problem is, however, in distinguishing between
work and leisure activities, and activities undertaken for the purpose of
subsistence (e.g., eating). The same activities can be regarded as leisure and
as obligations by different individuals. For instance, gardening can be re-
garded as a leisure activity by some people and as work by others. Eating,
shopping, social activities, and even sleeping may be considered as leisure
rather than necessity. The difficulties in categorizing leisure activities were
illustrated by Cosgrove and Jackson in Mieczkowski (1990). Consequently,
what is viewed as leisure or work depends upon personality, traditions,
and/or education of an individual or, as Shaw and Williams (1994) noted,
upon the individual's attitude of mind, feelings, perceptions, or social posi-
tion.
Tourism activity is only possible during time available for leisure.
However, much of leisure time is spent at home or close to the place of
residence; therefore, it is beyond the scope of tourism. Tourism can also be
substituted for leisure (e.g., swimming while on vacation can be substi-
tuted for swimming in the local sport and recreation center). Moreover,
vacation experiences may affect the expectations of leisure experiences at
home. For example, experiences of playing golf can create the expectation
that golf courses should be provided in every local recreation and leisure
center. Experiencing high-quality facilities in local recreation centers may
create high expectations for vacation resorts.
Concepts of Tourism, Hospitality, and Leisure Services 5
as "any activity or benefit one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Production
may or may not be tied to a physical product" (Kotler et al., 1998). The
literature also refers to services as deeds, processes, and performances
(Zeithaml and Bitner, 1996) and interactions or social events (Normann,
1991). The focus is on the service process or service encounter, which has
been defined as the interaction between the customer and the firm or the
dyadic interaction between customer and service provider (Czepiel, Solo-
mon, and Surprenant, 1985; Shostack, 1985; Solomon et al., 1985; Surpre-
nant and Solomon, 1987). Shostack (1985) defined this encounter as a
period of time during which a provider and a customer confront each
other, or a moment of truth. What happens between a customer and a
provider during this encounter determines the quality of the services and a
customer's satisfaction with service.
The extent of personal interaction between a provider and a customer
and the length of this interaction vary among services. Mills (1986) divid-
ed services into three primary categories: maintenance-interactive, task-
interactive, and personal-interactive. The first type is of a simple nature
and is characterized by little uncertainty in transactions (e.g., fast-food
restaurant services). The second type is characterized by greater risk in
transactions and depends upon the service providers for information and
expertise (e.g., banking services, brokerage firms) and is, consequently, an
intense interaction between the service provider and the customer. The
third type is the most complex. It depends upon a very intense interaction
between the provider and the customer, the performance of the service
providers, and their competence and personality. This type of service is
very labor intensive and is characterized by the greatest risk in transactions
(e.g., hospitality and tourism services).
The performances and activities of the providers during the service
encounter create customers' experiences with service. When a customer
"buys" a hotel room (tangible and visible goods such as bed or furniture)
he or she also purchases a hotel experience (the hotel atmosphere, the way
the customer is treated at the front desk, by a concierge or a waiter). The
experiences purchased create certain real benefits for customers. Some of
the benefits are physical, such as the comfort of a hotel bed, and others are
psychological or emotional benefits such as enjoyment and happiness.
Usually customers purchase a bundle of benefits that is a combination of
physical and psychological benefits. During the interaction with a provider
the customer evaluates whether the provider is able to fulfill the custom-
er's expectations and deliver benefits that generate satisfaction. The pro-
vider's skills, motivations, and attitudes toward a customer greatly influ-
8 Service Quality Management in Hospitality, Tourism, and Leisure
satisfy tourist needs while they are away from home. It includes the jour-
ney to and from a destination, transfer from and to an airport, accommoda-
tion, transportation while at the destination, and everything that a tourist
does, sees, and uses on the way to and from the destination, including
purchases of food and drinks, souvenirs, entertainment, amusement (French,
Craig-Smith, and Collier, 1995), and a very wide range of other services
such as financial, medical, insurance, etc.
A tourism product is often referred to as a tourism destination. How-
ever, a tourism destination is a geographical area or, as Burkart and Medlik
(1981) noted, a geographical unit visited by a tourist, which may be a village,
town, or city, a district or a region, an island, a country, or a continent. This
geographical unit offers a number of different tourism products for pur-
chase and consumption.
The major components of the tourism destination are:
SUPPORT SERVICES
Travel Trade
Sector
Financial
Catering
Sector Insurance
Outdoor and Indoor
Recreation and Leisure
Activities Sector
Printing Medical
SUPPORT SERVICES
12 Service Quality Management in Hospitality, Tourism, and Leisure
tourism product may also be developed without any conscious effort in the
minds of potential tourists, through the creation of a particular image by
promotion (Burkart and Medlik, 1981). The emphasis in the latter is on the
psychological and experiential component of the tourism product rather
than the tangible component.
The concept of the tourism product as a composite of various subpro-
ducts signifies the importance of the linkages and mutual dependence of
all sectors. Unsatisfactory performance of one subproduct (sector) can
reflect badly on the performance of the total product, and on overall tourist
experience and satisfaction with the total product. The nature of the tour-
ism product highlights the complexity and diversity of the tourism indus-
try, which depends on the interrelationships among all the sectors deliver-
ing tourism products and services. The nature of the tourism product
implies the importance of cooperation between all the sectors in order to
achieve an integrated tourism product and accomplish a major goal, which
is tourist satisfaction.
The concept of service has received substantial attention in the field of
tourism (Fick and Ritchie, 1991; Ostrowski, O'Brien, and Gordon, 1993),
hospitality (Lewis and Chambers, 1989; Saleh and Ryan, 1991) and recre-
ation (MacKay and Crompton, 1988).
REFERENCES
Solomon, M., Surprenant, C , Czepiel, J., and Gutman, E. (1985). A Role Theory
Perspective on Dyadic Interactions: The Service Encounter Journal of Market-
ing, 49(1): 99-111.
Surprenant, C. and Solomon, M. (1987). Predictability and Personalization in the
Service Encounter. Journal of Marketing, 51(2): 73-80.
Sutton, W. (1967). Travel and Understanding: Notes on the Social Structure of
Touring. International Journal of Comparative Sociology, 8(2): 218-223.
Westbrook, R. (1981). Sources of Consumer Satisfaction with Retail Outlets.
Journal of Retailing, 57(3): 68-85.
Zeithaml, V. (1981). How Consumer Evaluation Processes Differ Between Goods
and Services. In Donnelly, J. and George, W. (Eds.), Marketing of Services.
Chicago: American Marketing Association, pp. 186-190.
Zeithaml, V. and Bitner, M. (1996). Services Marketing. Singapore: McGraw-
Hill.
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