Quality of services aimed at achieving customer satisfaction

Abstract

This paper deals with the analysis of tourism market and the manner in which the quality of provided service determines the level of tourist satisfaction. The main objective of this paper is to emphasize the significance of quality management in the field of tourism. The effects of this process influence the behavior of tourists and, consequently, the overall business success and position of the company in the tourism market. Methods of description, comparison and content analysis were applied during the preparation of this paper. As the so-called SERVQUAL model is often used to measure the quality of services, this paper will outline the essential characteristics and application of this instrument in the field of tourism. Although certain elements have a different impact on the overall quality in different researches, the final result remains equal. Higher quality service contributes to a greater degree of satisfaction. The main contribution of this paper is its theoretical presentation of the importance of providing high quality services in the field of tourism. It is of utmost significance to identify the key factors of tourist satisfaction and focus the strategy on their improvement. It is also important to identify and monitor the dissatisfaction factors and to strive towards eliminating them, or at least reducing their impact.

Keywords

• quality
• service
• tourism
• tourists
• tourism market
• satisfaction
• servqual model