Measurement of Service Quality in the Hotel Sector: The Case of Northern Poland

The present study analyzes consumers' and managers' perception of service quality in hotels in Northern Poland. The article aims to find out existence of gaps or their lack between the expected and perceived hotel service quality. The authors undertake an attempt to identify the main reasons for the discrepancy between customers' expectations and their perception of the service quality and show the most urgent tasks facing proactive managers to improve the quality of services they offer. A modified version of the SERVQUAL tool was employed to assess the quality of hotel services. Data were collected from a sample of guests and managers in 25 hotels of different categories (from one-to five-star hotels). A perceptual map and statistical methods were used in a process of analysis. This study should help managers to enhance their understanding of customers' expectations of service quality and show how to identify the priorities of service quality improvement in the hotel sector. Further research is suggested in the field of innovation in the hotel sector to obtain customer satisfaction and gain competitive advantage on the growing global tourist market. A background for the research can be found in the model of innovative changes in the hotel services; innovation of both a hotel product and the process of service delivery has been suggested as a subject for future research.