Title: A qualitative analysis of service experience, perceptions of service quality and service management

Authors: Jimmy Ebong

Addresses: Match Maker Associates Limited, Plot No. 45 Mtoni Road, P.O. Box 12257, Arusha, Tanzania, Africa; SMC Swiss Management Center, AG, Vorstadt 26a, 6302 Zug, Switzerland

Abstract: By applying qualitative, grounded theory approach, the author analysed guests' reviews of hotels in Arusha (Tanzania) and ascertained guests' service experience and perceptions of service quality. Perceptions of service quality are formed as a result of experiences with service components. Guests perceive quality of services related to rooms and facilities to be most important in evaluating overall service quality. Management can use online reviews for: service quality evaluation, resourcing, competitive positioning, targeting and prioritising service improvement, especially when resources are scarce. Further studies should explore nature, content and motive of managerial response to reviews and implications of managerial responses on customer satisfaction and business performance. This is a maiden study on service experience and service quality, grounded on electronic word of mouth concept. A conceptual scaffold to define and manage service quality in hotels is advanced.

Keywords: service experience; perception; service quality; service management.

DOI: 10.1504/IJQRS.2017.088116

International Journal of Qualitative Research in Services, 2017 Vol.2 No.4, pp.280 - 294

Received: 20 Oct 2016
Accepted: 17 Feb 2017
Published online: 24 Nov 2017 *

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