Do the SERVQUAL service dimensions differ in the tourism sector? A case study of Bonamanzi Game Reserve, Hluhluwe, KwaZulu-Natal.
Do the SERVQUAL service dimensions differ in the tourism sector? A case study of Bonamanzi Game Reserve, Hluhluwe, KwaZulu-Natal.
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The study investigates if there are differences in customer expectations of the SERVQUAL service dimensions in the tourism sector compared to other economic sectors which have been previously researched.Social media provides new repositories of data which can be analysed by researchers, and a total of 205 online guest reviews were accessed.Of this number, 92% of respondents rated the Supplements - Juice level of service they received.Of these customers, 79% rated the service received as being of a very high standard, while 8% rated the service received as being of a poor standard.
Complaints posted by customers were allocated to the five SERVQUAL service dimensions and compared to the banking, insurance, fast-food, hair salon and university sectors.As tourism involves intangible products, where a suite of experiences is being sold, the researcher found that Tangibles were rated at 32%, which is higher than in other sectors.A high Tangibles score has been recorded in the fast-food, hair salon and university sectors as well, and for fast-food Volleyball - Kneepads it was the most important dimension.The study suggests that the appearance of the reception office, other buildings, gardens, swimming pool and staff uniforms is critically important in tourism, and of greater importance that it is in the banking and insurance sectors.
Tangibles represent the initial interface between a tourism business and the customer.When customers perceive the standard of Tangibles to be lower than the expected standard, this creates an immediate negative impression which will be difficult to modify at a later date.The importance of ensuring high standards of this service dimension, is possibly of greater importance in tourism than it is in other economic sectors.