Linking Tourism Service Quality Measurement and Qualitative 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.2021-2022.347
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.2021-2022.347
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: Generally, increasing service quality leads to more satisfied and loyal service customers. The instruments for measuring service quality are developed and implemented in many service industries, including tourism. However, using such instruments for assessing tourism service quality considers conducting quantitative marketing research which requires significant resources and cannot be performed constantly. On the other hand, the best way to capture all the aspects of tourism service quality is to use those instruments. The authors of this paper consider the possibility of using qualitative marketing research and available data about tourists’ reviews as a manner for monitoring tourism service quality constantly. They propose the approach in which tourists’ reviews are analysed within the qualitative marketing research framework by using quantitative tourism service quality instruments’ items and/or dimensions for coding. The demonstration of such an approach is presented followed by a managerial implications discussion.
Keywords: SERVQUAL; Tourists’ Reviews; Coding; RQDA
REFERENCES
Bhat, M. A. (2012). Tourism Service Quality: A Dimension-specific Assessment of SERVQUAL.
Global Business Review, 13(2) 327-337. https://doi.org/10.1177/097215091201300210
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
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.
Becker, J., Klein, K., & Wetzels, M. (2012). Models in PLS-SEM: Guidelines for using
reflective-formative type models. Long Range Planning, 45(5-6), 359-394. https://doi.
org/10.1016/j.lrp.2012.10.001
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral
intentions? Tourism Management, 28(4), 1115-1122. https://doi.org/10.1016/j.
tourman.2006.07.007
Daymon, C., & Holloway, I. (2011). Qualitative research methods in public relations and marketing
communications. Oxon, UK: Routledge.
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, & Lee, Y-L. (2007). The development of an e-travel service quality scale. Tourism
Management, 28(6), 1434-1449. https://doi.org/10.1016/j.tourman.2006.12.002
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
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
Maison, D. (2019). Qualitative marketing research – Understanding consumer behaviour. New
York, USA: Routledge.
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research – An applied approach.
Harlow, UK: Pearson.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL. Journal of Service
Research, 7(3), 213-233. https://doi.org/10.1177/1094670504271156
Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’
Behavioral Intentions. Journal of Travel Research, 42(4), 397-407. https://doi.
org/10.1177/0047287504263037
Petter, S., Straub, D., & Rai, A. (2007). Specifying Formative Constructs in Information Systems
Research. MIS Quarterly, 31(4), 623-656. https://doi.org/10.2307/25148814
Keywords: SERVQUAL; Tourists’ Reviews; Coding; RQDA
REFERENCES
Bhat, M. A. (2012). Tourism Service Quality: A Dimension-specific Assessment of SERVQUAL.
Global Business Review, 13(2) 327-337. https://doi.org/10.1177/097215091201300210
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
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.
Becker, J., Klein, K., & Wetzels, M. (2012). Models in PLS-SEM: Guidelines for using
reflective-formative type models. Long Range Planning, 45(5-6), 359-394. https://doi.
org/10.1016/j.lrp.2012.10.001
Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral
intentions? Tourism Management, 28(4), 1115-1122. https://doi.org/10.1016/j.
tourman.2006.07.007
Daymon, C., & Holloway, I. (2011). Qualitative research methods in public relations and marketing
communications. Oxon, UK: Routledge.
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, & Lee, Y-L. (2007). The development of an e-travel service quality scale. Tourism
Management, 28(6), 1434-1449. https://doi.org/10.1016/j.tourman.2006.12.002
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
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
Maison, D. (2019). Qualitative marketing research – Understanding consumer behaviour. New
York, USA: Routledge.
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research – An applied approach.
Harlow, UK: Pearson.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL. Journal of Service
Research, 7(3), 213-233. https://doi.org/10.1177/1094670504271156
Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’
Behavioral Intentions. Journal of Travel Research, 42(4), 397-407. https://doi.
org/10.1177/0047287504263037
Petter, S., Straub, D., & Rai, A. (2007). Specifying Formative Constructs in Information Systems
Research. MIS Quarterly, 31(4), 623-656. https://doi.org/10.2307/25148814
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