Organizational barriers to service quality failures: The case of hotel businesses

Abstract

The success of hotel businesses primarily hinges on delivering quality service, and achieving this is possible through the measurement of the provided quality. In the context of measuring service quality, the Service Quality Gap Model developed by Parasuraman, Zeithaml, and Berry (1985) is commonly utilized. Subsequently, in 1988, Parasuraman, Zeithaml, and Berry expanded this model and identified five fundamental gaps between customers' expectations and perceptions of service quality. The first four gaps are related to factors within the organization, while the fifth gap focuses on the disparity between customer expectations and perceptions and is a function of the first four gaps. In previous research, it has been observed that researchers often concentrate on the fifth gap, neglecting the viewpoints of the service providers. Within this context, the aim of this study is to investigate the underlying causes of the gap between customers' expectations and perceptions of service quality in the context of hotel businesses. The population of the study comprises managers and employees working in 4 and 5-star hotels in Antalya. Non-probability sampling, specifically convenience sampling, was used in the research. Data was collected from 217 managers and 217 employees using a questionnaire. Validity and reliability analyses were conducted in the data analysis process. The findings of the study indicate that the abundance of hierarchical levels between management and employees, perceived control issues, paperwork negatively impacting service quality, independent efforts in promotional activities, and making excessive promises to customers are significant factors affecting service quality.