QUALITY ANALYSIS OF HOTEL SERVICES USING SERVQUAL METHODOLOGY

Quality management represents an imperative for all the hotels on the current tourism market aiming to capitalize on customers' satisfaction and create superior value in comparison to the competition. The quality of service is important for keeping the guests and represents a key indi- cator for further economic activity. The demand for creating better qu- ality related to products and services has become one of the most im- portant strategic priorities currently being faced by hotels. The choice of the method implemented by a hotel in order to provide certain qu- ality, determine related costs, and quantify expenses coming from un- satisfying level of services provided in the hotel industry, is of paramo- unt importance to creating appropriate measures for the improvement of hotel services that is necessary precondition for doing business and surviving on the market. One of the most popular methods for measuring quality in the servi- ce sector is Servqual method based on the comparison of customers' expectations related to service quality with the perception of the actu- al services provided to the customers. The main result of the analysis is Servqual gap indicating an average variation of guest perception (ser- vices perception rating) from the preliminary expectations (services expectation rating). On the basis of the gap between the actual servi- ces and expected ones, the hotels determine specific measures direc- ted at further improvement of hotel services.