Tourists’ satisfaction from quality of tourism services based on SERVQUAL model (case study: restaurants in Tehran Darakeh area)

Abstract

Tourism is a service industry which is mainly affected by the quality of services. Moreover, it can be stated that quality of services and tourists satisfaction are important factors in tourism planning, getting to which may help develop tourism. In this study it is intended to evaluate satisfaction level of tourism from the quality of catering services in Darakeh restaurants in Tehran based on SERVQUAL model. Research method is based on a descriptive-analytic method in this study. In this study library documents and filed studies (including observation, interviewing, and questionnaire) were data gathering tools. Data reliability was assessed by calculating Cronbach alfa to be 0.826 and data validity was assessed using content validity method (according to dear professors). Descriptive and inferential statistical tests (Wilcoxon and Pearson tests) were used for data analysis. Study statistical society included tourists who have used services of Darakeh restaurants and sample size was calculated using Cochran formula with random sampling. Results of study based on five qualities of service dimensions of SERVQUAL method, showed that highest and lowest gaps are observed in empathy dimensions with 0.77 quality difference and tangibles with 0.08 quality difference, respectively. Additionally, the relation between level of education and different dimensions of quality of services were assessed by means of Spearman Correlation Coefficient and a negative significant relationship was observed between income level and overall quality of service at 99 percent level.

Keywords

• tourist satisfaction
• quality of services
• urban tourism
• darakeh
• servqual model