IS THE SERVQUAL SCALE AN ADEQUATE MEASURE OF QUALITY IN LEISURE, TOURISM AND HOSPITALITY?
Authors: Augustyn, M.M. and Seakhoa-King, A.
Efforts aimed at evaluating quality in leisure, tourism and hospitality have concentrated predominantly on measuring perceived service quality using the SERVQUAL scale, either in its original form or with modifications. While these studies are of great theoretical and practical value, the focus on measuring consumer satisfaction may limit the potential scope of the quality-measurement process. This is particularly true in assessing the quality of complex services such as those found in the leisure, tourism and hospitality sectors, which may require the application of a range of measures that will collectively contribute to the identification of quality levels. This article critically evaluates the potentialities and limitations of the SERVQUAL scale in measuring quality in leisure, tourism and hospitality. It concludes that the SERVQUAL scale is a necessary but insufficient measure of quality within these sectors and specifies implications for future research. © 2004 Elsevier Ltd. All rights reserved.