Motel SERVQUAL [2 of 3]

Think for a moment of all the configurations of consumer interactivity and experience even before arrival. Following each consideration please include the parenthetical “and how was that experience?” With arrangements often made ahead of time, there is the opportunity to measure [1] how the motel came to the individual's attention, [2] the extent to which and where research on the institution was performed, [3] were there any deals (was this part of the package, was there a coupon, or frequent flyer miles applied, etc.). We could easily go on, and if we were to actually move in the direction of this exercise proper we would have to. Other considerations just in this arena of experience alone would necessarily include distance from home, who is paying (and how), length of time spent and any special needs that would affect an initial choice. While one could certainly construe and even yet expanded the variety of possible things to measure pre-arrival, one begins to get a sense of exactly how many pieces are potential for measurement; and this is probably the easier part.
Upon arriving at the motel, and before going in, there are considerations such as signage, lighting and setting (including that which is nearby, whatever that may be). Also, parking lot considerations, security, whether or not there is an awning or overhang in front of the entrance (in case it’s raining), whether or not there is a bellhop and/or doorman, or luggage cart. These may seem obvious, but then there are some considerations, such as whether the parking lot is properly paved and newly marked, how the place looks from the outside, what the landscaping is like and is there an ashtray near the door or benches to sit on. This too could go on.

A trio of academics from Norway recently spoke at a conference about measuring the atmosphere of motels (Heide, Gronhaug, & Laerdal, [2008-2011]). Their inventory started with 600 unique descriptors! This is reasonable when one considers the detail involved in what is essentially a temporary living space for human beings of special circumstance; i.e., traveling executives, vacationing families (expecting more value for their money) and the like. Chances are fairly strong that when the day comes that a comprehensive body of work has been collected and cross organized, alternative temporary living spaces like the YMCA and youth hostels will likely clock in as a minority representation.

Significant sub considerations come from that which is data mined. As an example, Zeithaml and Parasuraman identify the ability to discover “heavy users”; this would be the type of consumer an enterprise would necessarily want to identify, (to cater to, retain more than others and to maximize profit) (Weitz & Wensley, 2002, p. 345).