Motel SERVQUAL [1 of 3]

Abstract


This document is a consideration of SERVQUAL as it relates to the accommodations industry.



Introduction

The primary purpose of this consideration is to explore and review SERVQUAL, an attempt at flattening subjectivity with a holistic metric with an eye toward a specific application (in this instance, the accommodations industry; hotels, motels, inns, Bed & Breakfasts and more). Devised in the 1980s by Zeithaml, Parasuraman & Berry, the ability of SERVQUAL to be adapted to a variety of purposes enabled it to gain traction of use. Others include LISREL, RMSEA, NNFI, CFI, GFI and AGFI, to name a few.

As one can imagine there are detractors for SERVQUAL. Among the considerations cited, include legitimate considerations like a lack of absolutism and a nonetheless present subjectivity. However, such an endeavor would naturally drawn to it such detractions (virtually by definition) in so far as the basic construct is a complete embrace of all possible abstractions, with the acknowledgment that each use will likely see a customization (which naturally will expand upon some areas while neglecting or zeroing out altogether as a possibility for other areas).

The use and value of SERVQUAL, as well as its deconstruction/demystification, is well laid out and chapter 14 of the Handbook of Marketing by two of its original authors, Valarie Zeithaml and A. Parasuraman (Weitz & Wensley, 2002, p. 339).



Motel Metrics

Let us consider for a moment the depth and breadth of that which is possible to measure as regards a consumer's experience in, will say, a motel. Even before we begin, we approach the task knowing we are walking into a staggering array of moving parts. Suddenly, holistic make sense (and it becomes convenient that we can accommodate ourselves configuring the metric is we need to).