Measurement and Evaluation of Hotel Services Quality in the Light of International SERVQUAL Model and Ways for its Development Case study: Hotels operating in the Gaza Strip

Abstract

This study aims at measuring and evaluating service quality of hotels operating in the Gaza Strip in the light of international SERVQUAL Model. It also tackles the extent to which these hotels cover model dimensions. Moreover, it aims at figuring out the main gaps difference between expectations and perceptions in order to provide the ways of solutions to develop the level of quality at hotels operating in Gaza strip. The researcher used the descriptive statistical analysis methodology by conducting questionnaire and individual interview technique, by using SPSS. The sample of the study is a cluster (Grouping) sampling which is complete list of cluster including hotel's manager, employees and customers, consisting of 291 participants. It is noted that the number of valid questionnaires is amounted to 206 where the researcher recovered 248 questionnaires; 42 out of them are dropped due to their invalid responses. Moreover, the questionnaire consists of five dimensions. In addition the individual interviews are conducted with eleven hotels' managers which working in Gaza Strip. After the interpretation of the analyzed data, the study concluded the following: First, there are gaps between expectation and perception by varying percentages where the total mean of the model dropped by .57 represented by 11.4% . Second, There is considerable and significant weakness regarding the administrative and operational side which led to the existence of such gaps . Third, the absence of the role of Ministry of Tourism in formulating laws and regulations to monitor the quality is considered to be one of the main outcomes which derived from the current study. Fourth , There is a lack of quality control unit to monitor and evaluate the quality at the hotels operating in the Gaza Strip. This study recommended on the importance of conducting training courses for the administrative and operational departments as a way to improve their skills and capabilities. In addition, highlighting the role of such services on the tourism industry in general and hospitality industry in particular. The study recommended to activate the role of Ministry of Tourism in establishing and developing rules and regulations to maintain and monitor the level of quality at the hotels operating in the Gaza Strip. In addition, It recommended to develop quality control unit inside hotels’ institutions in the Gaza Strip to monitor and evaluate the provided quality or allocate a qualified person to be responsible for quality control. Finally, it recommended to applied the (SQ) Model ( SERVQUAL) which support to measures and evaluates service quality in hospitality industry.