The Impact of the Perceived Service Quality on Revisit Intention in the Tourism Industry: A Conceptual Framework of Strategic Approach and Analysis

Abstract

Service quality (SQ) is of strategic importance in the hospitality sector from both company’s and customers’ viewpoint. Hence, it is crucial for every organization’s function and survival in such a competitive era. As proven in the literature, competitive advantage apart of being an indicator of a firm’s successful performance, it is an indicator of a firm’s profitability. Through a review in literature there are five hypotheses formed accordingly to the five dimensions of service quality that affect guest retention. The study’s objectives are 1) to identify the dominant guest-defined characteristic of service quality 2) to examine its strategic impact on revisit intention and 3) to identify whether any differences occur between Greek and European guests in the way they perceive service quality. The aim is to provide strategic insights regarding the perceptions of service quality among Greek and European guests, as well as to clarify if there are any differences in the way their perceptions are formed in order to contribute to the literature with regard to the Greek hospitality sector. Questionnaires, based on the SERVQUAL model will be used, in order to collect data from guests that have previously visited a 4 or 5 star hotel. Upon collection, the data will be analyzed with the use of the SPSS program. This paper follows the standards of similar surveys in the industry focused on the measurement of Service Quality. Though, little attempt can be spotted in regards to service quality in 4 and 5 star hotel sector in Greece and give practical directions for strategic design and implementation of services.