Importance-performance analysis of service quality dimensions for the customer groups segmented by DEA: The case of four star hotels
International Journal of Quality & Reliability Management
ISSN: 0265-671X
Article publication date: 1 February 2016
Abstract
Purpose
The purpose of this paper is to prioritize service quality dimensions (SQDs) using importance-performance analysis (IPA) and to compare the results for the customer groups segmented by data envelopment analysis (DEA).
Design/methodology/approach
Customers of three four-star hotels located in Isfahan have been asked to report on their expectation of service prior to receiving it as well as their perception of the service after receiving it. Afterwards, DEA has been used to assign the customers into two groups of fastidious (with relatively high expectations but low perceptions) and ordinary (with relatively low expectations but high perceptions). Next, IPA has been exploited for prioritizing SQDs in each group. Eventually, the prioritized SQDs in each group have been compared and insightful information has been extracted for further research and practical purposes.
Findings
Findings imply that despite occasional similarities, there is a significant difference in the way the two groups value SQDs. Also, the segmented groups have different priorities of SQDs.
Research limitations/implications
Findings revealed that in order to decrease the ambiguity of customer voice in prioritizing SQDs, it might be helpful to first segregate the participants based on their attitudes towards the quality of service to have a more congruent sample and then, to analyze the data.
Practical implications
In this study, a smarter approach for prioritizing SQDs based on the data of two major groups of customers has been proposed, which can help hoteliers in devoting their resources more efficiently.
Originality/value
The combination of DEA and IPA in homogenizing the sample and prioritizing SQDs for each homogenized group within the sample seems relatively novel.
Keywords
Citation
Dabestani, R., Shahin, A., Saljoughian, M. and Shirouyehzad, H. (2016), "Importance-performance analysis of service quality dimensions for the customer groups segmented by DEA: The case of four star hotels", International Journal of Quality & Reliability Management, Vol. 33 No. 2, pp. 160-177. https://doi.org/10.1108/IJQRM-02-2014-0022
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited