Measuring Hotel Service Quality Perceptions: The Disparity between Comment Cards and Lodgserv

Abstract

Service quality is an important measure for the success of a hotel. The higher the perception of service quality, the more likely guests will return to the hotel, spread favorable word-of-mouth and increase brand loyalty. Many hotel managers find comment cards to be an important aspect of assessing guest satisfaction and use them to measure the gap between the service quality they believe they are providing and customer perceptions of service quality. This study presents a content analysis of hotel chains' comment cards to determine disparities with the industry specific LODGSERV model developed to measure perceived hotel quality. Findings indicate that the hotel comment cards include LODGSERV dimensions but include a greater assessment of tangible services and employee empathy and a lesser assessment of reliability, responsiveness, and assurance. In order for hotel managers to better measure service quality, improvements in the content and design of hotel comment cards are suggested.

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