IPA AND SERVPERF QUALITY CONCEPTUALISATIONS AND THEIR ROLE IN HOTEL SERVICES SATISFACTION

Purpose - The purpose of this paper is twofold: (1) to assess importance-performance analysis (IPA) and service performance (SERVPERF) conceptualizations of service quality, and to establish which one excels in predicting the tourists' satisfaction in hotel industry; and (2) to test the mediating role of satisfaction between quality conceptualization and hotel guests' repurchase intentions and word of mouth recommendations regarding the hotel. Design - A conceptual framework was empirically tested on a sample of 311 tourists staying in six hotels in Sarajevo (Bosnia and Herzegovina), which is a tourist destination with increased relevance internationally. Methodology - Covariance-based structural equation modeling was used to estimate the model. Approach - Two conceptualizations were firstly estimated separately then they were contrasted and compared. Findings - The results showed a slight superiority of the IPA conceptualization over that of SERVPERF in predicting satisfaction and in affecting customer attitudinal and behavioral outcomes. This study also confirms the vital mediating role of satisfaction on customer outcomes. Originality of the research - This study utilizes and compares two relevant conceptualizations of hotel service quality and is based on a conceptual framework that establishes which one is better for predicting tourists' behavioral outcomes. The study is of practical relevance since it gives suggestions on tools that should be used by hotel managers in assessing the quality perceived by their guests.