Service Quality Assessment and Recreation Activities in Resort Hotels

Abstract

The purpose of this research was to assess service quality in the area of sports and recreation (animation) in major resort hotels. A sample of (N=105) guests participated in five different recreation activities provided by the hotel animation department. The questionnaire in “three – column” format included three perceptions of quality: a) the minimum acquired, b) the desired and c) the perceived quality level. Items were selected to describe the five dimensions of SERVQUAL “tangibles, responsibility, reliability, assurance and empathy” (Parasuraman, Zeithaml & Berry 1994) in a descending 5-point Likert scale [1= highest level, 5= lowest level].
Results for perceived quality showed that perceptions overcame expectations except for two dimensions: equipment (-0.30<0) and assurance (-0.05<0), where higher performances have been expected. Perceived quality was over expectations above “zone of tolerance” (Μ=1.53). Low expectations from the 12 dimensions and additional qualitative comments eventually indicate that other underlying dimensions such as authenticity, hospitality, and characteristics of the provider might moderate guests’ perceptions (overall satisfaction with the activities Μ=1.48). Conclusively, the instrument appeared relative insufficient to measure service quality in this hotel service area compared to other services. Finally, managers could improve equipment and assurance conditions while delivering the service. Further development of the instrument should include affective aspects of this hotel service and eventually combine qualitative /quantitative methods of evaluation.