Motel SERVQUAL [3 of 3]

Concluding Thoughts, SERVQUAL in the Marketing Plan

Early on in any SERVQUAL, process is a gap analysis, a measure between expectation and perception. Of itself, this becomes valuable information. e-SQ is the online version of SERVQUAL.

It would be this author’s recommendation that, naturally depending on the particular institution, a given motel asking for or updating a marketing plan would need to be open to a holistic review of its entire operations, top to bottom. This statement is rests upon the appropriateness to weave SERVQUAL throughout the marketing plan as a way of re-engineering, and therefore necessarily has to include all considerations of management, operations, finance, et al. For contrast, a motel that asks for marketing and is not open to such a thorough review is actually just asking for advertising (which could mean anything from a logo or a website to media production). This latter is respectable and viable in its own right, but by contrast is a mere Band-Aid compared to the technology that real marketing can bring to bear.



References

AKS-Labs. (2000-2011). Hotel and Inn Management Balanced Scorecard Metrics Template (Corporate Website). Retrieved from Balanced Scorecard Designer: http://www.strategy2act.com/solutions/hotel_management_excel.htm

Heide, M., Gronhaug, K., & Laerdal, K. ([2008-2011]). Advances in Consumer Research - North American Conference Proceedings. In , Development of an Instrument for Measuring Consumers’ Perception of Atmosphere.. Symposium conducted at the , .

Mohinder , C. (2008-2011). The impact of HRM practices on service quality, customer satisfaction and performance in the Indian hotel industry.. International Journal of Human Resource Management . doi: DOI : 10.1080/09585191003612059

Shonk, D., & Chelladurai, P. (2008-2011). Service Quality, Satisfaction, and Intent to Return in Event Sport Tourism.. Journal of Sport Management. Retrieved from http://wfxsearch.webfeat.org.wf2dnvr8.webfeat.org/cgi-bin/WebFeat.dll?Command=Search&Databases=wf_ebscoxml_s3h&wf_action=fulltext&wf_url=http%3A%2F%2Feit.ebscohost.com%2FServices%2FSearchService.asmx%2FSearch%3Fprof%3D%26pwd%3D%26authType%3Dip%26ipprof%3Deitws%26query%3DAN%2B34035061%26startrec%3D1%26numrec%3D20%26db%3Ds3h%26format%3Dfull%26sort%3DDate&ispdf=1

Weitz, B. A., & Wensley, R. (2002). Handbook of Marketing. Thousand Oaks, CA 91320: Sage Publications Ltd.