Perceived Service Quality and Customer Satisfaction in Romanian Rural Pensions

• Autorzy: Maurizio Lanfranchi , Carlo Gianetto , Maria Luiza Souca

Warianty tytułu

Postrzeganie jakości usług i satysfakcji klienta w rumuńskich wiejskich pensjonatach: studium pilotażowe

• Języki publikacji: EN

Abstrakty

EN

For the providers of lodging services, especially those in a developing market such as agrotourism, it is important to define and to measure service quality. The current study aims to diagnose the applicability of an adapted perceived quality scale to Romanian consumers who have chosen rural pensions as their holiday accommodation. The sample used consists of Romanian students visiting several rural pensions all across the country. The sampling method was non-probability convenience sampling, while the survey instrument was adapted from Parasuraman et al. (1994), and four other instruments specifically made for lodging services. For statistics the IBM SPSS ver. 20.0 was employed, in order to calculate means, standard deviation and frequencies, regression analysis was used to observe the causal relationship between independent variables and customer satisfaction and the dimensionality of the scale was verified through exploratory factor analysis. Research limitations: this research is limited by the sample study, which is quite small and consists only of Romanian students who stayed in the analysed rural pensions; and also by the fact that measurement of customer satisfaction and dissatisfaction was carried out using only a single item scale, which does limit the estimation of reliability. (short original abstract)

Dla dostawców usług zakwaterowania, zwłaszcza na rynkach rozwijających się, takich jak rynek agroturystyki, ważne jest zdefiniowanie miary jakości usług. Badanie ma na celu sprawdzenie zastosowalności zaadaptowanej skali jakości postrzeganej do konsumentów rumuńskich, którzy wybrali wypoczynek w ośrodkach wiejskich. Użyta próba składa się ze studentów rumuńskich, odwiedzających wiejskie pensjonaty na terenie całego kraju. Próbę dobierano w sposób wygodny, nieprobabilistyczny, podczas gdy instrument badawczy został zaadaptowany z Parasuraman et al. (1994), i czterech innych instrumentów, stworzonych specjalnie na potrzeby usług zakwaterowania. Obliczenia średnich, odchyleń standardowych i częstości były prowadzone z użyciem IBM SPSS w wersji 20.0. Związek przyczynowo-skutkowy pomiędzy zmiennymi niezależnymi oraz zadowoleniem klientów zbadano używając analizy regresji. Analiza wymiarowość skali została przeprowadzona przy użyciu eksploracyjnej analizy czynnikowej. Ograniczenia badawcze: badanie to jest ograniczone przez próbę, która jest bardzo mała i składa się wyłącznie z rumuńskich studentów goszczących w analizowanych pensjonatach wiejskich, a także fakt, że pomiar zadowolenia klienta przeprowadzono przy użyciu jednowymiarowej skali, która ogranicza ocenę wiarygodności. Znaczenie badań: rumuński przemysł hotelarski cierpi z powodu małej liczby badań na temat zadowolenia klienta i postrzeganej jakości usług. (skrócony abstrakt oryginalny)

Słowa kluczowe

EN

Agriculture; Quality of services; Customer satisfaction; Agrotourism; Trade

PL

Rolnictwo; Jakość usług; Satysfakcja klienta; Agroturystyka; Handel

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Finanse, Rynki Finansowe, Ubezpieczenia
• Rocznik: 2013
• Numer: nr 62
• Strony: 145--154

Twórcy

autor

Maurizio Lanfranchi

• University of Messina, Italy

autor

Carlo Gianetto

• University of Messina, Italy

autor

Maria Luiza Souca

• University of Messina, Italy

Bibliografia

• Anderson, E.W., & Fornell, C.: A Customer Satisfaction Research Prospectus, [in:] Service Quality: New Directions in Theory and Practice ed. R.. Rus, R.L. Oliver. SAGE Publications Ltd., London 1994, pp. 241-269.
• Bacon, D.R.: A comparison of approaches to importance-performance analysis, "International Journal of Market Research" 2003, 45 (1), pp. 55-72.
• Boulding, W., Kalra, A., Staelin, R., Zeithaml, V.A.: A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions, "Journal of Marketing Research" 1993, 30 (1), pp. 7-27.
• Buttle, F.: SERVQUAL: review , critique , research agenda, "European Journal of Marketing" 1996, 30 (1), pp. 8-32.
• Carman, J.M.: Consumer Perceptions Of Service Quality : An Assessment of the SERVQUAL Dimensions, "Journal of Retailing" 1990, 66 (1), pp. 33-55.
• Cronin, J.J.J., Taylor, S.A., Measuring Service Quality: A Reexamination and Extension, "Journal of Marketing" 1992, 56 (July), pp. 55-68.
• Cronin, J.J.J., Taylor, S.A.: SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality, "Journal of Marketing" 1994, 58 (January), p. 125.
• Fornell, C.: A National Customer Satisfaction Barometer : The Swedish Experience, "Journal of Marketing" 1992, 56 (January), pp. 6-21.
• Getty, J.M., Getty, R.L.: Lodging quality index (LQI): assessing customers' perceptions of quality delivery, "International Journal of Contemporary Hospitality Management" 2003, 15 (2), pp. 94-104.
• Giannetto, C., Souca, M.L.: Rural tourism - improving services as an instrument to obtain sustainable economic activity and overcoming the economic crisis, FrancoAngeli - Moving from the crisis to sustainability, 2011, pp. 313-322.
• Hair, J.F.J., Black, W.C., Babin, B.J., Anderson, R.E.: Multivariate Data Analysis (7th Edition), Upper Saddle River, Prentice-Hall Inc. NJ 2010, p. 816.
• INSE. Institutul Naţional de Statistică, http://www.insse.ro/cms/rw/pages/index.ro.do (10.10.2012).
• Ilieş, A., Ilieş, D.C., Josan, I., Grama, V., Gozner, M.: Romanian Rural Tourism between authentic/ traditional and modern/contemporary. The case of Crişana and Maramureş area (I), "Geo- Journal of Tourism and Geosites" 2008, 2 (2), pp. 140-148.
• Janssens, W., De Pelsmacker, P., Wijnen, K., Van Kenhove, P.: Marketing Research with SPSS, Financial Times/ Prentice Hall. 2008, p. 456.
• Knutson, B.J., Stevens, P., Wullaert, C., Patton, M., Yokoyama, F.: LODGSERV: A service quality index for the lodging industry, "Journal of Hospitality & Tourism Research" 1990, 14, pp. 277- 284.
• Lanfranchi, M., Giannetto, C., Souca, M.L.: Measurement of Customer Satisfaction Applied to the Farm Holiday. University Szczeciński (Poland). Financial Markets - Insurance (50), Szczecin 2012, pp. 169-176.
• Mei, A.W.O., Dean, A.M., White, C.J.: Analysing service quality in the hospitality industry "Managing Service Quality" 1999, 9 (2), pp. 136-143.
• Nadiri, H., Hussain, K.: Perceptions of service quality in North Cyprus hotels, "International Journal of Contemporary Hospitality Management" 2005, 17 (6), pp. 469-480.
• Oh, H.: Service quality, customer satisfaction, and customer value: A holistic perspective, "International Journal of Hospitality Management" 1999, 18 (1), pp. 67-82.
• Parasuraman, A., Zeithaml, V.A., Berry, L.L.: SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, "Journal of Retailing" 1988, 64 (1), pp. 12- 40.
• Parasuraman, A., Zeithaml, V.A., Berry, L.L.: Alternative Scale for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria "Journal of Retailing" 1994, 70 (3), pp. 201-230.
• Ping, R.A.: On assuring valid measures for theoretical models using survey data, "Journal of Business Research" 2004, 57 (2), pp. 125-141.
• Saleh, F., Ryan, C.: Analysing Service Quality in the Hospitality Industry Using the SERVQUAL Model, "The Service Industries Journal" 1991, 11 (3), pp. 324-345.
• Souca, M.L.: SERVQUAL - Thirty years of research on service quality with implications for customer satisfaction, [in:] International Conference "Marketing from Information to Decision", ed. I. Plăiaş, Risoprint, Cluj-Napoca 2011, pp. 420-429.
• Teas, R.K.: Expectations, Performance Evaluation, and Consumers' Perceptions of Quality, "Journal of Marketing" 1993, 57 (4), pp. 18-34.
• Teas, R.K.: Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment, "Journal of Marketing" 1994, 58 (1), pp. 132-139.
• Zeithaml, V.A., Berry, L.L., Parasuraman, A.: The Nature and Determinants of Customer Expectations of Service, "Journal of the Academy of Marketing Science" 1993, 21 (1), pp. 1-12.