Performance evaluation of hotels by data envelopment analysis based on customers' perception and gap analysis

Abstract

The aim of this paper is to evaluate three, four and five-star hotels and to identify the most critical service quality dimensions in these hotels. This study applies the principle behind the SERVQUAL and performance methods to measure service quality of hotels. Yet, data envelopment analysis approach is exploited to evaluate the efficiency of hotels. Through identification of five SQDs and use of five-point Likert scale, two questionnaires containing 22 items were developed. The former questionnaire measure customers' expectations while the latter one measures customers' perceptions form delivered services. The sample of respondents includes 45 customers which were taken from each hotel separately. The sample of respondents includes 45 customers in each hotel. Finally, a sensitivity analysis method in DEA approach and Norm-2 method is applied to address the most important service quality dimensions. The results reveal that empathy and responsiveness are the most critical factors. Four hotels were also identified efficient. However, all efficient hotels do not have necessarily the best customers' perceptions or the lowest service quality gaps.

Using an Ontology-Based Neural Network and DEA to Discover Deficiencies of Hotel Services

“…Finally, technique for order preference by similarity (TOPSIS) was employed to rank the service quality and performance of Spanish chain hotels. Shirouyehzad et al (2012) used a Likert scale to evaluate the perceived and expected quality of customers; the key indicators used in their study were reliability, guarantees, service facilities, empathy, and staff responsiveness to customers. DEA was then used to evaluate the service performance of hotels and determine which hotels had benchmark services.…”

Evaluation and prioritization of service quality dimensions based on gap analysis with analytic network process

“…However, Chou et al (2011) suggested that in Taiwanese airline and with Fuzzy weighted SERVQUAL method, “reliability” and “assurance” are highly important. In another Study, Shirouyehzad, Hossenzadeh Lotfi, Dabestani (2012) and Shirouyehzad, Lotfi, Shahin, Aryanezhad, Dabestani (2012) evaluated some three, four and five-star hotels in order to address the most important SQDs. The results revealed that “empathy” and “responsiveness” are the most important ones.…”

“…Moreover, customer satisfaction has a major impact on customer loyalty, price sensitivity, cross-buying and positive word-of-mouth (Shirouyehzad, Hossenzadeh Lotfi, Dabestani, 2012; Shirouyehzad, Lotfi, Shahin, Aryanezhad, Dabestani, 2012). Hence, it has become the common goal of all service organizations such as hotels and restaurants to satisfy their customers (Abdullah.…”

Assessment of upstream service quality of supply chain

“…Nevertheless SERVQUAL has been used most popularly in research as a generic tool to measure service quality of various services. While in some researches SERVQUAL has been modified by to suit the service settings (Rahman, 2005;Balaji and Ganesan, 2005;Davila et al, 2010;Newman, 2001;Stank et al, 1999;Chowdhary and Prakash, 2007;Nwabueze and Mileski, 2008;Khare, 2011) there are other researches where researchers have developed customised scales based on service setting on similar methodology as suggested by Parsuraman et al (1988), Shirouyehzad et al (2012), and Debata et al (2012).…”