Economia Aziendale online 2000 Web

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1 Economa Azendale onlne 2000 Web Ban O. Synthetc Measure of the Qualty of Servce Takng nto Account the Clent s Perspectve n the Hotel Industry Internatonal Busness and Management Revew N. /2008 Specal Issue 3 rd Internatonal Economc Scentfc Sesson Internatonal Scentfc Conference European Integraton New Challenges es for the Romanan Economy Unversty of Oradea, Romana May 25 th 26 th, 2007 Economa Azendale onlne 2000 Web Internatonal Busness and Management Revew Edtor n Chef: Pero Mella ISSN Reg. Trb. Pava - n. 685/2007 R.S.P. Pava, January, 2008 No. /2008 Specal Issue All the contents are protected by copyrght. No part can be coped wthout the Edtor n Chef s and Author s permsson. Further nformaton at: p. 25

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3 Synthetc Measure of the Qualty of Servce Takng nto Account the Clent s Perspectve n the Hotel Industry Olmpa Ban Unversty of Oradea, UnverstăŃ, Oradea 40087, tel , Emal: oban@uoradea.ro Summary. Introducton 2. Research Methodology and Prmary Results 3. Synthess of Prmary Results and Hotel Herarchy 4. Concluson and Future Research Abstract We suggest a smple method to aggregate tourst opnons, measured on a scale from to 0, relatvely to 4 crtera consdered to be the most mportant. We are takng nto consderaton the toursts opnon regardng the mportance of crtera and the synthetc result obtaned lead to a herarchy of the hotels where the research has been made, from the pont of vew of the qualty of servces provded. The results obtaned can make the managers aware about the stuaton oft the unt they manage and they can sgnal to them the characterstcs whch must be mproved n order to obtan a better poston n the guests opnon. Keywords: qualty of servce, hotel ndustry, aggregaton, weght Introducton The qualty of servces means, on one hand, the copng wth the qualty standards of the suppler and, on the other hand, the meetng of the qualty standards of the clent. These two sdes regardng the qualty of servces are treated ndependently, meanng that the goal s to acheve the clent satsfacton, an objectve accomplshable by meetng some condtons by the suppler. The supplers standards deal wth the materal grounds and the personnel, regardng the competence and the behavour. Another way of approachng dvdes the qualty of servces nto techncal qualty servces and functonal qualty servces. Unlke materal goods, the qualty of servces s connected to all the performng stages and requres the so called permanent qualtatve performance (Jvan, 998) p.

4 A servce suppler has n vew the constancy of clents whch means the settng of a durable relaton wth them. Ths relatonshp s acheved through obtanng and mantanng the clents trust. The clents evaluate the qualty of the servces accordng to a seres of parameters, whch have more or less mportance varyng wth each person. These are: the degree of trust and safety provded; receptvty; competence; accessblty; understandng; clent knowledge; physcal features; facltes ( Rondell & Cojocaru, 2004). A way to ensure the concordance between expectatons and the qualty provded s a permanent market research, the knowledge of needs and expectatons of the consumers and the coherent and complete communcaton wth them. The emphass placed by the consumers on certan parameters of qualty of tourst servces dffer varyng wth: culture, educaton, tourst experence, ncome, nformaton degree and others. Though not very studed, n the feld of the qualty of tourst servces (especally hotel servces) there have been approaches regardng the dentfcaton of new parameters. We are quotng n ths vew a work whch has the mert of suggestng, based on the research performed, new parameters regardng the evaluaton of the qualty of tourst servces from the toursts perspectve. The authors (Ramsaran-Fowdar, 2007) manage to fll n the SERVQUAL scale regardng the apprecaton of the qualty of servces, wth new parameters. These are: accommodaton benefts (slence, relaxaton, entertanment, nteror desgn etc.) and the technology provded by the hotel (Internet access etc.) as well as others. In a recent work (Bentez, Martn & Roman, 2007) the tme evoluton of the qualty of servces provded by three mportant hotels s studed and a synthetc ndcator s suggested to establsh a herarchy pf these. Due to the fact that some crtera cannot get exact answers, the theory of fuzzy sets s requred to overcome ths problem. 2 Research Methodology and Prmary Results Research methodology: - The paper s based on a questonnare (made by Ban O., Tomescu A., 2005) appled n three hotels (of sx researched) n Neptun resort durng 28 July - 4 August Approxmately 00 toursts answered the questons regardng the classcal evaluaton crtera of the qualty of servces; - In ths stage of the research the profle of the questoned was not taken nto account; p. 2

5 - There have been taken nto account only the answers from two questons: 4. Whch crtera regardng the qualty of servces are mportant for you? Please mark them from to 0, 0 ponts for the most mportant. The marks can be repeated. - How would you apprecate the followng aspects at ths hotel? Gve ponts from to 0, pont for the worst crteron complance wth. - We started from the premse that there were no major dfferences among the toursts percepton of the three hotels regardng the mportance of the qualty crtera suggested. - The results obtaned are presented n Table. The mportance of each crteron was calculated as beng the arthmetc average of the ponts gven by the toursts at queston 4, no matter the hotel where they were accommodated. The mark obtaned for a certan crteron and a certan hotel was calculated as the arthmetc average of the ponts gven by the toursts accommodated n that partcular hotel, at queston 5. The data presented as such n Table are valuable because they allow a drect comparson between the mportance gven by the clents to dfferent evaluaton crtera and the marks gven to hotels by the clents to the partcular crtera. Table. Importance of evaluaton characterstcs of servce qualty from the pont of vew of toursts and the markng of the unts observed accordng to these characterstcs Evaluaton crtera of servces Importance n the clent s perspectve (out of a maxmum possble of 0) Apprecaton of the qualty of servces provded by the observed unts (out of a maxmum possble of 0) RomanŃa H. Terra H. Clăbucet H. Interor and exteror aspect 6,736 5,947 4,768 6,873 Modernty of the buldng 6,000 5,684 5,02 5,765 Modern equpment facltes 6,05 5,052 5,432 3,878 Ambent 6,578 5,736 6,004 4,982 Cleanng state 8,736 8,05 7,963 6,436 Usng computer-based systems for regsterng toursts and takng 7,947 6,052 5,987 6,006 Well traned personnel 6,63 7,368 7,45 6,072 Personnel s avalablty to serve 7,63 6,736 6,26 5,673 Promptness n servng clents 8,736 6,42 5,989 5,558 Communcaton sklls 8,368 7,736 6,876 6,2 Kndness 8,842 8,473 7,635 6,987 Enthusasm and good-humoured 7,63 5,947 4,987 5,823 Capacty of dealng and solvng 6,842 7,526 7,567 6,889 problems Capacty of task fulfllng 7,20 5,842 6,885 7, p. 3

6 3 Synthess of Prmary Results and Hotel Herarchy In order to provde a global ndcator of the qualty of servces n a hotel and to be able to compare thus the qualty of servces n dfferent hotels, we aggregate the results obtaned at queston number 5. Due to the fact that the crtera do not all have the same mportance from the clents pont of vew, we must weght the crtera contrbuton n the aggregaton operator (0 ponts gven by a tourst for the Modernty of constructon means less than 0 ponts gven for Polteness, as t results from Table ). The best known and used aggregaton operator s defnes a (actually the weghted arthmetc average MAP): MAP ( x,..., x n ) x, = n = () where = (,..., ) s the weghts vector, [ 0,], {,..., n} n A natural choce of the weghts vector n the case observed s gven by: and verfes =. n = = k 4 = k, {,...,4 }. k where represents the number on poston form the second poston of Table, that s the average of the marks obtaned as a result of toursts expressng ther opnons at crteron of queston 4 of the questonnare we are referrng to. For k + k k4 = we get = = (2) = = (3) = = (4) p. 4

7 = = (5) = = (6) = = (7) = = (8) = = (9) = = (0) = = 0.08 () = = (2) = = (3) = = (4) = = (5) S A synthetc ndcator of servce qualty n the chosen hotel (named, {,...,4 } the help of the aggregaton operator defned n the formula (), where hotel ) s calculated wth x represents the qualty level of crteron for the hotel observed (poston I n the column correspondng to, {,...,4 } the hotel), and s calculated above. In the case of RomanŃa Hotel we get p. 5

8 ( x ) S Romanta = MAP,..., x4 = = Usng the data n Table correspondng to Terra and Clabucet hotels and the weghts calculated n the relatons (2)-(5) we get analogously: S S Terra Clabucet = 6.384, = 6.2, therefore the herarchy (descendng) obtaned s Romanta, Terra, Clabucet. We menton that the results are vable only to reflect the stuaton n the perod observed, thus takng nto consderaton the opnons of the toursts accommodated at the tme n the hotels. 4 Conclusons and future research In ths paper, we have suggested a smple method to classfy the hotels from the pont of vew of the qualty of servces based on the answers provded by the toursts accommodated n these hotels. In aggregatng the prmary results, we took nto account the toursts opnons regardng the mportance of crtera connected to the qualty of servces. We have used a smple aggregaton operator; n another paper we wll use more complex aggregaton operators. For nstance, there are aggregaton operators takng nto consderaton crtera subsets too, not only crtera used ndvdually, as t happens wth the MAP operator. For nstance, we can accept that smultaneously very good results for well traned personnel and polteness contrbute n a hgher extent to the value of the synthetc ndcator than very good scores for the same crtera consdered separately. In the questonnare mplemented, we have requested the respondents to express ther opnons through marks. We have n vew the use of the fuzzy mathematcs nstruments to aggregate the answers when these contan a certan rresoluton or uncertanty (usng, for example, the Lkert scale). Regardng the opton for the Lkert scale or ponts, we agree that the lngustc apprecatons allow obtanng results whch are more fathful to the realty p. 6

9 References Ban O. and Tomescu A. (2005), Tourst Servces Qualty. Ponts of Vew: Consumer vs. Suppler - Study Case: Sx Romanan Sea-Sde Hotels, A Hotel, Restaurant and Gastronomy Busness Journal tom V, no.6, year 3, Belgrade, Serba and Montenegro, 8-9 November, 2005, [ ] Bentez J.M., Martn J.C. and Roman C. (2007), Usng fuzzy number for measurng qualty of servce n the hotel ndustry, Toursm Management 2007, 28, [ ] Jvan A. (998), Managementul servclor, Ed. de Vest, Tmşoara [90] Rondell V. and Cojocaru S. (2004), Managementul caltăńservclor dn tursm ş ndustra osptaltăń, Ed. THR- CG [57] Ramsaran-Fowdar R.R. (2007), Developng a servce qualty questonnare for the hotel ndustry n Maurtus, Journal of Vacaton Marketng, Vol. 3, No. 9 [9-27] p. 7