Original scientific paper
https://doi.org/10.24141/1/6/2/2
Aplication of SERVQUAL Model in Service Quality Measurement in Thalasso Wellness Center Opatija
Suzana Marković
orcid.org/0000-0001-7035-1293
; University in Rijeka, Faculty of Tourism and Hospitality Management, Rijeka, Croatia
Luka Škifić
; University in Rijeka, Faculty of Tourism and Hospitality Management, Rijeka, Croatia
Aleksandar Racz
; University of Applied Health Sciences, Zagreb, Croatia
Abstract
Health tourism is a complex tourism product that involves a great number of specialized facilities and services for travel motivated by the need to improve health and increase the quality of life. Wellness tourism as one of its components, and especially medical tourism, is an organized implementation of preventive healthcare and curative programs with the purpose to prevent disease, preserve and improve health, the service quality of which affect the diversity of the overall tourism product, and thus the better recognizability of the destination in an increasingly demanding market.
The aim of the paper is to analyze expectations and perception of service customers were researched by the use of the modified SERVQUAL model.
The study was conducted at the Thalasso Wellness Centre in Opatija on a random sample of 87 respondents and analyse with method of descriptive and bivariate statistical analysis.
The study results confirmed the empirical assumption of the adequacy of using the SERVQUAL model for measuring the quality of wellness services since a clear picture of the overall quality of wellness services was obtained.
The results unambiguously point to the existence of a gap between the perception and expectations of customers. Given that the highest average perception ratings went to tangible and reliable dimensions, and the lowest average ratings to compassion or empathy dimensions, the largest gap was also established in these dimensions.
The results of the empirical research can serve the management of the institution as an incentive for justifying the continuous research of wellness service quality, the satisfaction of wellness service users and job satisfaction of the wellness centre staff, by using other methods and models as well.
Keywords
service quality; wellness service quality; customer satisfaction; SERVQUAL model; Thalasso Wellness Centre Opatija
Hrčak ID:
244587
URI
Publication date:
7.10.2020.
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