SERVQUAL : - ett lämpligt mätinstrument av upplevd tjänstekvalitet inom reseindustrin?
The travel agencies exist on a market that is distinguished by increasing competition. A majority of the travel agencies offer different services that all satisfie the same customer need. However,one major difference in the market aspect is the service quality, this making it an important mean of competition. There are several acknowledged methods of measurement when it comes to service quality and it is important to use an instrument that takes into consideration the fact that charter tours is a complex merger of several services. The purpose of this essay is to establish if the SERVQUAL method is a suitable instrument for measuring service quality in the travelindustry. This study is a thorough analysis and evaluation of what Apollo’s customers think about the service quality of Apollo as well as how they perceive that Apollo fulfils their travellingexpectations. Moreover, the essay will examine which factors affect travellers’ experiences of the service quality on charter tours. The study has an objective outlook and the authors have applied a deductive approach. The authors have performed a quantitative study on 70 of Apollo’s customers. The aforementioned study was carried out using a questionnaire that was based on theSERVQUAL method and the theories that were used in the theoretical part of that study.The result show that the SERVQUAL method only considered the aspects that involve the travel agency and did not consider the other aspects that affect the traveller’s overall experience of theservice quality. In conclusion this study determines that the SERVQUAL method is not a suitable instrument for measuring service quality on charter tours in the travel industry.
Source Type:Master's Thesis
Keywords:service quality involvement servqual travel industry agency apollo
Date of Publication:06/22/2008