Paper Title: Service Quality in Hotels: The Case of Coastal Spa Hotels in Slovenia
Authors: GordanaIvankovic, TanjaPlaninc,
SanjaRaspor, Tina Orel
Abstract: The main purpose of this study is to determine the level of expectations and perceptions regarding service quality in coastal spa hotels in Slovenia. In order to measure hotel guests’ expectations and perceptions of service quality, a field survey has been conducted. Convenience sampling was used and 177 hotel guests in spa hotels in the coastal region were asked to cooperate in the research. The basis of questionnaire is a SERVQUAL model with some adjustments. To describe and evaluate hotel guests’ expectations and perceptions scores we used a descriptive statistical analysis, by which we have also described hotel guests’ demographic characteristics. The study revealed an overall discrepancy between hotel guests’ expectations and perceptions regarding to service quality in coastal spa hotels in Slovenia that were included in the sample. The discrepancy is small and negative so it can be argued that the hotel services were performed almost in line with hotel guests’ expectations. The study also reveals the problem of parking areas, because this attribute got the highest negative SERVQUAL score. This should be a clear signal to the management of the hotels that parking areas are a weak spot that needs improvements. Two important facts also arise from the study, namely the fact that more than 95 percent of the hotel guests who participated in our study will recommend their hotel to friends. Word of mouth is the best kind of advertising a company can wish for. The second important fact is that almost 90 percent of hotel guests will stay at the same hotel if they visit the Slovenian coast again. This suggests a high degree of loyalty of hotel guests in the hotels participating in our study.