Measurement of the quality of hoteleros of Manta, Ecuador through the HOTELQUAL model
Measurement of the quality of hoteleros of Manta, Ecuador through the HOTELQUAL model
DOI:
https://doi.org/10.33936/eca_sinergia.v11i2.1755Keywords:
consumer behavior, tourism promotion, marketing strategy, competitiveness factorAbstract
This research will focus on hotels and hostels in the city of Manta, Ecuador; and will evaluate the quality of service they provide to their customers through the SERVQUAL measurement scale with an evaluation of its 5 dimensions in order to establish know their successes and mistakes to be able to get feedback and consider an improvement plan that contributes to the growth of your company. This study uses a quantitative method, making use of the likert scale for the determination of results. The data was carried out in situ observing and under the experience of the service received, which allowed obtaining as a result that in general the quality of service offered by these companies meets the level of customer satisfaction, but there are three aspects that showed weakness, these being efficient problem solving, speed measurement of services and databases to reduce registration time. Keywords: consumer behavior; tourism promotion; marketing strategy; competitiveness factor. Palabras clave: comportamiento del consumidor; promoción turística; estrategia de marketing; factor de competitividad. ABSTRACT This research will focus on hotels and hostels in the city of Manta, Ecuador; and will evaluate the quality of service they provide to their customers through the SERVQUAL measurement scale with an evaluation of its 5 dimensions in order to establish know their successes and mistakes to be able to get feedback and consider an improvement plan that contributes to the growth of your company. This study uses a quantitative method, making use of the likert scale for the determination of results. The data was carried out in situ observing and under the experience of the service received, which allowed obtaining as a result that in general the quality of service offered by these companies meets the level of customer satisfaction, but there are three aspects that showed weakness, these being efficient problem solving, speed measurement of services and databases to reduce registration time. Keywords: consumer behavior; tourism promotion; marketing strategy; competitiveness factor.Downloads
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References
Bitner, M. (1992). Serviscapes: the impact of physical surrounding on customers and employees. EBSCO.
Briceño, F. (2000). Turismo 2020. Caracas: Ediciones IESA.
Chihkang, W., & Jau-Jin, C. (2009). Examination of the reliability and validity o fan instrument for measuring service quality of restaurants. Journal of Foodservice.
Falces, C., Sierra, B., & Briñol, P. (1999). Hotelqual: una escala para medir la calidad percibida en servicios de alojamiento . Estudios Turísticos, 139, 95 - 110.
Fisher, L. &. (1994). Introducción a la investigación de mercado. Mexico.
Garza, E., Badii, M., & Abreu, J. (2008). Mejoramiento de la calidad de servicios mediante el modelo de las discrepancias entre las expectativasde los clientes y las percepciones de la empresa. . Daena (International Journal of Good Conscience, 70-71.
Hightower, R. B. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratoy study of sporting events. Journal of Services Research, 18-31.
Kotler, P., & Keller, K. L. (2012). Dirección de Marketing. México: Pearson Educación.
Parasuraman, A., Berry, L., & Zeithaml, V. (1994). Reassesment of Expectation as a Comparison Standar in Measuring SService Quality: Implications of Further Reserach. Journal of Marketing Research, 58-111-124.
Schnarch Kirberg, A. (2011). Marketing de fidelización cómo obtener clientes satisfechos y leales, bajo una perspectiva latinoamericana. ECOE Ediciones.
Stahl, M. y. (1997). Strategic Management. Total Quality & Global Competition. Blackwell Publishers.
Torres, M., & Vásquez, C. (2010). La calidad: evolución de su significado y aplicación en servicios. Publicación en ciencias y tecnología, 25-32.
Wakefield, K. B. (1994). The importance of Serviscape in Leisure Service Setting. journal of services Marketing, recuperado el 7 de Septiembre del 2007 en Emerald. , 8,66-76.
Briceño, F. (2000). Turismo 2020. Caracas: Ediciones IESA.
Chihkang, W., & Jau-Jin, C. (2009). Examination of the reliability and validity o fan instrument for measuring service quality of restaurants. Journal of Foodservice.
Falces, C., Sierra, B., & Briñol, P. (1999). Hotelqual: una escala para medir la calidad percibida en servicios de alojamiento . Estudios Turísticos, 139, 95 - 110.
Fisher, L. &. (1994). Introducción a la investigación de mercado. Mexico.
Garza, E., Badii, M., & Abreu, J. (2008). Mejoramiento de la calidad de servicios mediante el modelo de las discrepancias entre las expectativasde los clientes y las percepciones de la empresa. . Daena (International Journal of Good Conscience, 70-71.
Hightower, R. B. (2002). Investigating the role of the physical environment in hedonic service consumption: an exploratoy study of sporting events. Journal of Services Research, 18-31.
Kotler, P., & Keller, K. L. (2012). Dirección de Marketing. México: Pearson Educación.
Parasuraman, A., Berry, L., & Zeithaml, V. (1994). Reassesment of Expectation as a Comparison Standar in Measuring SService Quality: Implications of Further Reserach. Journal of Marketing Research, 58-111-124.
Schnarch Kirberg, A. (2011). Marketing de fidelización cómo obtener clientes satisfechos y leales, bajo una perspectiva latinoamericana. ECOE Ediciones.
Stahl, M. y. (1997). Strategic Management. Total Quality & Global Competition. Blackwell Publishers.
Torres, M., & Vásquez, C. (2010). La calidad: evolución de su significado y aplicación en servicios. Publicación en ciencias y tecnología, 25-32.
Wakefield, K. B. (1994). The importance of Serviscape in Leisure Service Setting. journal of services Marketing, recuperado el 7 de Septiembre del 2007 en Emerald. , 8,66-76.
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Published
2020-07-09
How to Cite
Loor Moreira, A. J., Zambrano Barcia, A. V., Peña Vélez, I. V., & Ponce Andrade, J. E. (2020). Measurement of the quality of hoteleros of Manta, Ecuador through the HOTELQUAL model: Measurement of the quality of hoteleros of Manta, Ecuador through the HOTELQUAL model. ECA Sinergia, 11(2), 155–165. https://doi.org/10.33936/eca_sinergia.v11i2.1755
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Copyright (c) 2020 Alexandra Jacqueline Loor Moreira, Andrea Viviana Zambrano Barcia, Isaura Vanessa Peña Vélez, Johnny Edison Ponce Andrade
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