Measuring Perceived Tourism Service Quality in Quantitative Marketing Research
Ines Djokic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nikola Milicevic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nenad Djokic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.333
Ines Djokic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nikola Milicevic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nenad Djokic - University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
DOI: https://doi.org/10.31410/tmt.2021-2022.333
6th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2021/2022, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-49-3; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: The need to measure service quality in the tourism industry is present for decades. During that period many different instruments designed to perform that measurement were developed. However, the analysis performed when using those instruments relatively rarely relies on scientific contributions by which service quality should be treated as reflective-formative constructs. Such misspecifications can lead to serious mistakes in the results and can raise doubts about implications from studies that do not consider service quality appropriately. Having all previously stated in mind, this paper has three main objectives. The first objective is to present instruments designed to measure perceived tourism service quality in one place. The second goal is to demonstrate the view of perceived service quality as second order formative-reflective construct. Finally, the third objective is to present simulation of differences in the results when treating perceived service quality as reflective-reflective and as a reflective-formative construct.
Keywords: SERVQUAL; Construct; Structural Equation Modelling; SmartPLS
REFERENCES
Ali, F., Hussain, K., Konar, R., & Jeon, H.-M. (2016). The Effect of Technical and Functional
Quality on Guests’ Perceived Hotel Service Quality and Satisfaction: A SEM-PLS Analysis.
Journal of Quality Assurance in Hospitality & Tourism, 18(3), 354-378. https://doi.org/10.10
80/1528008x.2016.1230037
Arias-Bolzmann, L., Bravo-Falcón, K. P., & Mendoza-Cabrera, P. E. (2018). Link Between Customer
Loyalty and Customer Service in Tourist Hotels. Revista Espacio, 39(44), 5-21.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.
Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
Dmitrović, T., & Žabkar, V. (2010). Assessing Tourism Supply Quality Using Formative Indicators:
Implications for Destination Management. Tourism Economics, 16(2), 405-425. https://
doi.org/10.5367/000000010791305608
Frochot, I., & Hughes, H. (2000). HISTOQUAL: The development of a historic houses assessment
scale. Tourism Management, 21(2), 157-167. https://doi.org/10.1016/s0261-5177(99)00045-x
Getty, J. M., & Getty, R. L. (2003). Lodging quality index (LQI): assessing customers’ perceptions
of quality delivery. International Journal of Contemporary Hospitality Management, 15(2),
94-104. https://doi.org/10.1108/09596110310462940
Getty, J. M., & Thompson, K. N. (1994). A Procedure for Scaling Perceptions of Lodging Quality.
Hospitality Research Journal, 18(2), 75-96. https://doi.org/10.1177/109634809401800206
Getty, J. M., & Thompson, K. N. (1995). The Relationship Between Quality, Satisfaction, and Recommending
Behavior in Lodging Decisions. Journal of Hospitality & Leisure Marketing,
2(3), 3-22. https://doi.org/10.1300/j150v02n03_02
Grubor, A., Djokic, N., Milicevic, N., & Djokic, I. (2021). Marketing istraživanje (Marketing
research). Subotica, Serbia: Ekonomski fakultet u Subotici
Hallak, R., Assaker, G., & El-Haddad, R. (2017). Re-examining the relationships among perceived
quality, value, satisfaction, and destination loyalty. Journal of Vacation Marketing, 24(2),
118-135. https://doi.org/10.1177/1356766717690572
Ho, C.-I., Liu, L.-W., Yuan, Y., & Liao, H.-H. (2020). Perceived food souvenir quality as a formative
second-order construct: how do tourists evaluate the quality of food souvenirs? Current
Issues in Tourism, 24(4), 479-502. https://doi.org/10.1080/13683500.2020.1715928
Jarvis, C. B., MacKenzie, S. B., & Podsakoff, P. M. (2003) A Critical Review of Construct Indicators
and Measurement Model Misspecification in Marketing and Consumer Research. Journal
of Consumer Research, 30(2), 199-218. https://www.jstor.org/stable/10.1086/376806
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). Lodgserv: A Service
Quality Index for the Lodging Industry. Hospitality Research Journal, 14(2), 277-284.
https://doi.org/10.1177/109634809001400230
Liu, X., Fu, Y., Chao, R.-F., & Li, J. (2016). A formative measurement approach for exploring how
to form service quality in hot spring resorts. Tourism and Hospitality Research, 19(1), 27-39.
https://doi.org/10.1177/1467358416683767
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring
Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
Wong Ooi Mei, A., Dean, A. M., & White, C. J. (1999). Analysing service quality in the hospitality
industry. Managing Service Quality: An International Journal, 9(2), 136-143. https://doi.
org/10.1108/09604529910257920
Keywords: SERVQUAL; Construct; Structural Equation Modelling; SmartPLS
REFERENCES
Ali, F., Hussain, K., Konar, R., & Jeon, H.-M. (2016). The Effect of Technical and Functional
Quality on Guests’ Perceived Hotel Service Quality and Satisfaction: A SEM-PLS Analysis.
Journal of Quality Assurance in Hospitality & Tourism, 18(3), 354-378. https://doi.org/10.10
80/1528008x.2016.1230037
Arias-Bolzmann, L., Bravo-Falcón, K. P., & Mendoza-Cabrera, P. E. (2018). Link Between Customer
Loyalty and Customer Service in Tourist Hotels. Revista Espacio, 39(44), 5-21.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.
Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
Dmitrović, T., & Žabkar, V. (2010). Assessing Tourism Supply Quality Using Formative Indicators:
Implications for Destination Management. Tourism Economics, 16(2), 405-425. https://
doi.org/10.5367/000000010791305608
Frochot, I., & Hughes, H. (2000). HISTOQUAL: The development of a historic houses assessment
scale. Tourism Management, 21(2), 157-167. https://doi.org/10.1016/s0261-5177(99)00045-x
Getty, J. M., & Getty, R. L. (2003). Lodging quality index (LQI): assessing customers’ perceptions
of quality delivery. International Journal of Contemporary Hospitality Management, 15(2),
94-104. https://doi.org/10.1108/09596110310462940
Getty, J. M., & Thompson, K. N. (1994). A Procedure for Scaling Perceptions of Lodging Quality.
Hospitality Research Journal, 18(2), 75-96. https://doi.org/10.1177/109634809401800206
Getty, J. M., & Thompson, K. N. (1995). The Relationship Between Quality, Satisfaction, and Recommending
Behavior in Lodging Decisions. Journal of Hospitality & Leisure Marketing,
2(3), 3-22. https://doi.org/10.1300/j150v02n03_02
Grubor, A., Djokic, N., Milicevic, N., & Djokic, I. (2021). Marketing istraživanje (Marketing
research). Subotica, Serbia: Ekonomski fakultet u Subotici
Hallak, R., Assaker, G., & El-Haddad, R. (2017). Re-examining the relationships among perceived
quality, value, satisfaction, and destination loyalty. Journal of Vacation Marketing, 24(2),
118-135. https://doi.org/10.1177/1356766717690572
Ho, C.-I., Liu, L.-W., Yuan, Y., & Liao, H.-H. (2020). Perceived food souvenir quality as a formative
second-order construct: how do tourists evaluate the quality of food souvenirs? Current
Issues in Tourism, 24(4), 479-502. https://doi.org/10.1080/13683500.2020.1715928
Jarvis, C. B., MacKenzie, S. B., & Podsakoff, P. M. (2003) A Critical Review of Construct Indicators
and Measurement Model Misspecification in Marketing and Consumer Research. Journal
of Consumer Research, 30(2), 199-218. https://www.jstor.org/stable/10.1086/376806
Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). Lodgserv: A Service
Quality Index for the Lodging Industry. Hospitality Research Journal, 14(2), 277-284.
https://doi.org/10.1177/109634809001400230
Liu, X., Fu, Y., Chao, R.-F., & Li, J. (2016). A formative measurement approach for exploring how
to form service quality in hot spring resorts. Tourism and Hospitality Research, 19(1), 27-39.
https://doi.org/10.1177/1467358416683767
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring
Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
Wong Ooi Mei, A., Dean, A. M., & White, C. J. (1999). Analysing service quality in the hospitality
industry. Managing Service Quality: An International Journal, 9(2), 136-143. https://doi.
org/10.1108/09604529910257920
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