Measuring Service Quality and Guest Satisfaction in Hospitality Industry in Cyprus Using the Servqual Model
Abstract
The tourism product of Cyprus is on the decline, while in parallel becoming more and more expensive. At the same time, the country’s neighbouring and competitive destinations are improving continuously. As a result the island’s value for money compared to that of its competitors is deteriorating.
A recent survey-study by Dr. Kefalas Soteris, Ph.D (educator, writer and researcher) recorded many shortcomings and much room for improvement. The study was conducted in October 2009 as part of Dr Kefalas’s doctoral thesis and its aim was to “measure the quality of service and customer satisfaction in the Cyprus hospitality industry”. The survey was conducted in 12 5-star hotels in Cyprus which have both Cypriot and foreign guests.
Dr. Kefalas is publishing the basic findings of his survey view to providing food for thought for the competent authorities, in order for the necessary decisions to be made, so that our country can once again become a worthwhile tourism and quality destination. The survey and its findings have been divided into five areas. It is worth noting that a number of suggestions require no outlay of cost.
Recommendations for reducing Gaps in the Accommodation Services
- The basic services in the accommodation services need to be fulfilled with care. The basic service like greeting the customers with a warm smile, taking care of the baggage and car parking, providing even the small requirements inside the room may lead to more quality in accommodation services.
- Also the check-in and check-out processes may follow some procedures like express check-in and check-out so that the time of the customer is not wasted. Care has to taken for routine inspection of the television, Wi-Fi, bath, bed facilities.
- The appearances of the rooms and the environment have to be neat and aesthetical. Maintaining a pleasant waiting area or lobby is essential as it would act as a warming welcome for the arriving guests who may be tired. The maintenance of room facilities like bath, bed and toilet accessories need to be checked daily for cleanliness. Additional facilities like elevators, decorative hallways and lobby may increase the aesthetic appearance of the hotel.
- The room services and any other emergency services have to be attended with more personal care. The room services need to be available at all times.
- The service personnel must be more empathetic in delivering the services like handling the luggage, providing towels, soaps, neat and clean rooms, providing sanitary facilities and the like.
Recommendations for reducing Gaps in the Food or Restaurant Services
- The restaurant services must be able to provide food services at any reasonable time. The quality of food must be good and must be repeatable.
- The delivery of the food in the expected time is another prime requirement and the accuracy of the billing has to be taken care properly.
- The appearance of the service personnel in the food services has to be of main concern as it directly relates to the quality of service provided by the hotel.
- The hotels need to provide assurance for different varieties of food, clean food, patience in taking order and cheerful delivery of food.
- The presentation of the food has to be taken care as it is important to attract the customers.
- The food service personnel need to be responsive in providing correct information about the dishes, deliver food service at any time and in short time duration.
Recommendations for reducing Gaps in the Tour arrangement Services
- The hotels need to provide good transport facilities to the guests for their tours.
- The tour arrangements need to provide reliable services to visit to all promised tourist spots, safe travel during the tour and considerable fare for the travel arrangements.
- The tour guides need to provide information about the holidays of the archaeological sites and other sporting events.
- The tour details need to be provided by proper tour pamphlets and the booking can be done prior to the arrival of the guests to the hotel.
- All details about the tourists spot have to be made known to the customer by the tour guides, this demands that the tour guides are more experienced and knowledgeable.
- The hotels may introduce certain schemes like combo package tour arrangements that would cover many places for a less fare.
- Standards for the tour services need to be excellent and there should be proper coordination between the different activities like tour transport facilities, tour booking and all related services.
- The cross cultural training and understanding are highly essential for the tour guides so as to meet the varied cultural expectations of the foreign visitors.
- The tour guides need to be more responsive in delivering their services by willing to work at any time and even for a small group of tourists, they need to provide all correct information.
Recommendations for reducing Gaps in the Recreational Services
- The recreational facilities must be available to the customers at all time and must be in perfect working condition.
- The machines and personnel involved in the recreational services must be neat looking.
- The instruction pamphlets have to be understandable and must be in different prominent languages so that it could be used by international guests.
- The service personnel involved in the recreational services have to provide individual attention to all guests and assist them in their activities so as to avoid any accidents.
- The recreational event managers need to take care that the programme arrangement are proper and there is no cancellation of the events.
Recommendations for reducing Gaps in the Personal care Services
- The personal care services have to be delivered with accurate skills.
- Any emergencies in the personal care services need to be attended immediately by skilled staff.
- There must be skilled permanent employees in the personal care services and they must be well trained to deliver the personal health care services.