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A aplicação do modelo SERVQUAL nas áreas de serviço dos hotéis de 3 Estrelas: um estudo de caso
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Abstract(s)
O turismo tem assumido um papel central nas políticas de desenvolvimento dos destinos em geral e da economia em particular. Nesta linha, a competitividade da oferta hoteleira tem sido muito debatida. Aqui, é a “qualidade do serviço” que assume o papel central, uma vez que se tratando da oferta de um serviço, deve-se ser capaz de o qualificar, como sendo “melhor” ou “pior”, ou seja, deve-se ser capaz de identificar falhas nos serviços, para assim se poder encontrar as soluções apropriadas. O presente trabalho aplica o modelo SERVQUAL aos hotéis de 3 estrelas numa determinada região de Portugal. Procurou-se abranger as áreas de serviço, de modo a que os gestores possam identificar, com mais rigor, onde maioritariamente falham os hotéis de 3 estrelas, na ótica do cliente. Foram aplicados 56 questionários, em 3 hotéis de 3 estrelas, composto por 20 questões que pretendiam aferir a “qualidade do serviço”, divididas pelas 5 dimensões do modelo SERVQUAL que se cruzavam pelas 4 áreas de serviço identificadas, para essa categoria de hotéis. Aplicaram-se os Coeficentes V de Cramer e o Coeficiente de Contingência de Pearson para verificar a relação entre duas variáveis qualitativas e utilizou-se a estatística descritiva, para verificar quais as áreas de serviço que apresentam falhas. Concluiu-se, que a área do “serviço de manutenção” é o que apresenta mais falhas, logo seguido pelo serviço do “restaurante/bar”.
Tourism has been assumed as central in the political development of destinations in general and economics in particular. In this line, the competitiveness of the hotel industry has been much debated. Here is the "quality service" that takes main attention. As a supply of a service, we should be able to qualify it as being "better" or "worse ", i.e., we should be able to identify gaps in service to find appropriate solutions. This paper applies the SERVQUAL model to 3-star hotels in a particular region of Portugal. We attempt to cover the main areas of service of those hotels. 56 questionnaires were administered in 3, 3-star hotels, comprised of 20 questions that sought to measure the "service quality", divided by the 5 dimensions of the SERVQUAL model crossed with the 4 main service areas identified for this category of hotels. We applied the Contingency Cramer's V test and the Contingency Pearson test to verify the relationship between two qualitative variables and used descriptive statistics to see which areas of service have gap´s. It was concluded that the area of "maintaining service" is the weaker, soon followed by the service of "restaurant / bar".
Tourism has been assumed as central in the political development of destinations in general and economics in particular. In this line, the competitiveness of the hotel industry has been much debated. Here is the "quality service" that takes main attention. As a supply of a service, we should be able to qualify it as being "better" or "worse ", i.e., we should be able to identify gaps in service to find appropriate solutions. This paper applies the SERVQUAL model to 3-star hotels in a particular region of Portugal. We attempt to cover the main areas of service of those hotels. 56 questionnaires were administered in 3, 3-star hotels, comprised of 20 questions that sought to measure the "service quality", divided by the 5 dimensions of the SERVQUAL model crossed with the 4 main service areas identified for this category of hotels. We applied the Contingency Cramer's V test and the Contingency Pearson test to verify the relationship between two qualitative variables and used descriptive statistics to see which areas of service have gap´s. It was concluded that the area of "maintaining service" is the weaker, soon followed by the service of "restaurant / bar".
Description
Keywords
Modelo SERVQUAL Modelo de Falhas Serviço Hoteleiro Hotéis Qualidade de Serviço Satisfação do Consumidor SERVQUAL model Gap Model Hotel Service Hotels Service Quality Customer Satisfaction
Citation
Coelho, J., & Viana, A.S. (2017). A aplicação do modelo SERVQUAL nas áreas de serviço dos hotéis de 3 Estrelas: um estudo de caso. Proceedings Book of the IX International Tourism Congress (ITC’17), 29-30 November, Peniche, Portugal
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