Reaffirming the Reliability of SERVQUAL Model to Measure Perceptions of Hotel Service Quality By Using Different Types of Scales and Items

This study aimed to reaffirm the reliability of the operationalization of service quality in the typical SERVQUAL scales and its items. For the purpose, this study determined dimensions resulting from four different types of SERVQUAL model consisting of two different orders of the 21-items and two types of Likert scales to measure respondents ’ perception of hotel service quality. To collect data, a survey was conducted with tourists randomly selected in Negril, Jamaica. Utilizing a factor analytic procedure, reliability test, Chi-square test, and paired-samples T test, this study found that four SERVQUAL models produce dimensions that are similar to what would expect in the typical SERVQUAL study. The results showed that there is not much difference in dimensions resulted from all treatments using on-site perception interviews compared to the typical SERVQUAL study using P-E. The findings suggested that the typical SERVQUAL scale and the order of its items would not be effective and valid to capture of certain customers ’ perception of hotel services quality. These also implied the on-site perception of service quality could be a potentially useful tool for measuring the perceived quality of hotel service.