Service quality of ski group package tours: a modified importance-performance analysis
by Shih-Hao Liu; Chin-Hsiang Tsai
International Journal of Services and Operations Management (IJSOM), Vol. 46, No. 1, 2023

Abstract: This study develops service quality attributes for ski group package tours (SGPTs) based on the SERVQUAL scale; it explores the perceived importance and performance of these items for SGPT customers in Taiwan. A questionnaire was used to collect data from 456 respondents. This study used importance-performance analysis (IPA) to analyse SGPTs' service quality and employed impact-asymmetric analysis to compensate for the shortcomings of the original IPA by estimating the asymmetric effect of service quality attributes on overall customer satisfaction. Subsequently, five service quality attributes of SGPT were extracted. IPA was also conducted for each gender and ski level segment. The results indicate that the perceived importance and performance of service quality attributes differ significantly among different market segments.

Online publication date: Fri, 15-Sep-2023

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