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Grönroos Service Quality Model: An Evaluation Over Hospitality Literature

Year 2018, Volume: 29 Issue: 2, 175 - 184, 01.12.2018
https://doi.org/10.17123/atad.488199

Abstract

The aim of this study is to evaluate the Grönroos service quality model within the scope of hospitality management literature. In this context, technical, functional and image related studies, which are dimensions of the Grönroos service quality model, are examined. In the research, The Grounded Theory was used. The results of the evaluations made on the literature and Grounded Theory analysis are divided into two categories. These categories are the role of standardization and the importance of interaction. As a result of the evaluations within these two categories, standardization of service quality improves the performance of businesses and provides a favorable image to the businesses; it is determined that the interaction with attitude of employee and the physical properties are important in customers’ perceptions of quality. It has been suggested that the Grönroos service quality model can be used by researchers due to its holistic view of the quality of service.

References

  • Acar Gürel, D. (2010). Hizmet Tasarım Sürecinde Katılımcılık: Bir Otel İşletmesi Örneği. (Basılmamış Doktora Tezi). Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Akbaba, A. (2006). Measuring Service Quality in The Hotel Industry: A Study in a Business Hotel in Turkey, International Journal of Hospitality Management, 25 (2): 170‐92.
  • Almeida, A., Maria, D. M., Rodriguez, A. ve Miguel, J. (2011). Organisational Behaviour and Strategies in The Adoption of Certified Management Systems: An Analysis of The Spanish Hotel Industry, Journal of Cleaner Production, 19 (13): 1455-1463.
  • Andreassen, T. W. ve Lindestad, B. (1998). Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise, International Journal of Service Industry Management, 9(1): 7-23.
  • Brady, M. K. ve Cronin, J. J. Jr. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65 (3): 34-49.
  • Carneiro, M. J. ve Costa, C. (2001). The Influence of Service Quality on The Positioning of Five Star Hotels-The Case of The Lisbon Area, Journal of Quality Assurance in Hospitality &Tourism, 1 (4): 1-19.
  • Chen, P.T. ve Hu, H.H.S. (2013). The Mediating Role of Relational Benefit between Service Quality and Customer Loyalty in Airline Industry, Total Quality Management & Business Excellence, 24 (9-10): 1084-1095.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56 (3): 55-68.
  • Dragicevic, M. (2013). ISO Managing System Standards Implementation and Practice-Crotian Hotels’ Managers Point of View, Business and Management Review, 2 (12): 1-6.
  • Femenías, L. B., Perramon, J. ve Amat, O. (2015). Impact of Quality And Environmental Investment on Business Competitiveness and Profitability: The Case of Travel Agencies, Total Quality Management & Business Excellence, 26 (7-8): 840-853.
  • Gök, T. (2009). Stratejik Rekabet Üstünlüğü Açısından Konaklama İşletmelerinde ISO 22000 Gıda Güvenliği Yönetim Sisteminin İş Süreçlerine Etkileri: Teori ve Otel İşletmelerinde Uygulamalı Bir Araştırma (Basılmamış Doktora Tezi). Konya: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Grönroos, C. (1982). Strategic Management and Marketing in Service Sector. Cambridge, MA.: Marketing Science Institute. Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18 (4): 36-44.
  • Grönroos, C. (1990). Service Management and Marketing. Lexington: Lexington Books.
  • Grönroos, C. (2001). The Perceived Service Quality Concept-A Mistake?, Managing Service Quality, 11 (3):150-152.
  • Hartline, M. D. ve Jones, K. C. (1996). Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value and Word-of-Mouth Intentions, Journal of Business Research, 35 (3): 207–215.
  • İbicioğlu, H. ve Avcı, U. (2003). Turizm İşletmelerinde Kurumsal İmajı Oluşturan Faktörlere ve Kurumsal İletişimin Rolüne Yönelik İnceleme, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8 (2): 23- 41.
  • Johns, N., Lee-Ross, D. ve Ingram, H. (1997). A Study of Service Quality in Small Hotels and Guesthouses, Progress in Hospitality and Tourism Research, 3 (4): 351–363.
  • Kamar, A. (2013). Do Quality and Environmental Management Systems Help Hotels to Achieve Their Financial Goals?: Evidences from The Egyptian Hotel Industry, Research Journal of Management Sciences, 2 (5):6-13.
  • Kandampully, J., Juwaheer, T. D. ve Hu, H. H. (2011). The Influence of aHotel Firm’s Quality of Service and Image and Its Effect on Tourism Customer Loyalty, International Journal of Hospitality&Tourism Administration, 12 (1): 21-42.
  • Kang, G. ve James, J. (2004). Service Quality Dimensions: An Examination of Grönroos Service Quality Model, Managing Service Quality, 14 (4): 266–277.
  • Kovancı, A. (2003). Toplam Kalite Yönetimi Fakat Nasıl?. İstanbul: Sistem Yayıncılık.
  • Knutson, B. S., Pete, W. C., Patton, M. ve Yokoyama, F. (1990). Lodgserv: A Service Quality Index for The Lodging Industry, Hospitality Research Journal, 14 (2): 277-284.
  • Lehtinen, U. ve Lehtinen, J. R. (1982). Service Quality: A Study of Quality Dimensions. Helsinki: Service Management Institute. Unpublished Working Paper. Finlandiya OY.
  • Miles, M. ve Covin, J. (2000). Environmental Marketing. A Source of Reputational, Competitive and Financial Advantage, Journal of Business Ethics, 23 (3): 299-311.
  • Milfelner, B., Snoj, B. ve Pisnik-Korda, A. (2011). Measurement of Perceived Quality, Perceived Value, Image and Satisfaction Interrelations of Hotel Services: Comparison of Tourists from Slovenia and Italy, Drustvena Istrazivanja, 113 (3): 605-624.
  • Min, H. ve Min, H. (1997). Benchmarking The Quality of Hotel Services: Managerial Perspective, International Journal of Quality And Reliability Management, 14 (6): 582-97.
  • Nguyen, N. (2006). The Collective Impact of Service Workers and Servicescape on The Corporate Image Formation, International Journal of Hospitality Management, 25 (2): 227-244.
  • Oral, S. (2005). Otel İşletmeciliği ve Verimlilik Analizleri. Ankara: Detay Yayıncılık.
  • Öztürk, S. A. (2012). Hizmet Pazarlaması. Bursa: Ekin Yayınevi. Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49 (4): 41-50.
  • Reichel A., Lowengart O. ve Milman, A. (2000). Rural Tourism in Israel: Service Quality and Orientation, Tourism Management, 21 (5): 451-459.
  • Reimer, A. ve Kuehn, R. (2005). The Impact of Servicescape on Quality Perception, European Journal of Marketing, 39 (7/8): 785-808.
  • Rust, R. T. ve Oliver, R. L. (1994). Service Quality: Insights and Managerial Implications from the Frontier. İçinde R. T. Rust ve R. L. Oliver (Editörler), Service Quality: New Directions in Theory and Practice (ss. 1-19). Thousand Oaks: Sage Yayınları.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). Dineserv: A Tool for Measuring Service Quality in Restaurants, The Cornell Hotel and Restaurant Administration Quarterly, 36 (2): 56-59.
  • Strauss, A. ve Corbin, J. (1998). Basics of Qualitative Research. California: Sage Yayınları.
  • Swan, J. ve Combs, L. (1976). Product Performance and Consumer Satisfaction: A New Concept, Journal of Marketing, 40 (2): 25-33.
  • Swartz, T. A. ve Brown, S.W. (1989). Consumer and Provider Expectations and Experiences Evaluating Professional Service Quality, Journal of The Academy of Marketing Science, 17 (2): 189.
  • Tari, J. J., Claver-Cortes, E., Pereira‐Moliner, J. ve Molina Azorín, J. F. (2009). Is It Worthwhile to Be a Quality Certified Hotel? Evidence from Spain, International Journal of Quality & Reliability Management, 26 (9): 850-864.
  • Taşçı, D. ve Çabuk, S. N. (2013). Kalite Yönetim Sistemleri. Eskişehir: Anadolu Üniversitesi Yayınları.
  • Tribe, J. ve Snaith, T. (1998). From Servqualto Holsat: Holiday Satisfaction in Varadero, Cuba, Tourism Management, 19 (1): 25-34.
  • Tütüncü, Ö. (2013). Konaklama İşletmelerinde Uluslararası Kalite Yönetim Sistemleri, (Ed. Nazmi Kozak), İçinde: Konaklama Hizmetlerinde Kalite Yönetimi, (ss.124-143). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Vargo, S. L. ve Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68 (1): 1-17.
  • Yılmaz, İ. (2009). Measurement of Service Quality in the Hotel Industry, Anatolia: An International Journal of Tourism and Hospitality Research, 20 (2): 375-386.
  • Zeng, S. X., Meng, X. H., Yin, H. T., Tam, C. M. ve Sun, L. (2010). Impact of Cleaner Production on Business Performance, Journal of Cleaner Production, 18 (10): 975-983.

Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme

Year 2018, Volume: 29 Issue: 2, 175 - 184, 01.12.2018
https://doi.org/10.17123/atad.488199

Abstract

Bu çalışmanın amacı, Grönroos hizmet kalitesi modelini otel işletmeciliği alanyazını kapsamında değerlendirmektir. Bu bağlamda, Grönroos hizmet kalitesi modelinin boyutları olan teknik, fonksiyonel ve imaj ile ilgili çalışmalar incelenmiştir. Araştırmada, Gömülü Teori’den yararlanılmıştır. Alanyazın üzerinden yapılan değerlendirmeler ve Gömülü Teori analizi kapsamında elde edilen sonuçlar iki kategori altında toplanmıştır. Bu kategoriler, standartlaştırmanın rolü ve etkileşimin önemidir. Bu iki kategori kapsamındaki değerlendirmeler neticesinde; hizmet kalitesinde standartlaştırmanın işletmelerin performansını artırdığı ve işletmelere olumlu imaj sağladığı; müşterilerin kalite algılamalarında, personelin davranışları ve fiziksel çevreyle etkileşimin önemli olduğu belirlenmiştir. Grönroos hizmet kalitesi modelinin, hizmet kalitesiyle ilgili çalışmalara bütüncül bir bakış açısı sağlaması nedeniyle araştırmacılar tarafından kullanılabileceği önerilmiştir.

References

  • Acar Gürel, D. (2010). Hizmet Tasarım Sürecinde Katılımcılık: Bir Otel İşletmesi Örneği. (Basılmamış Doktora Tezi). Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Akbaba, A. (2006). Measuring Service Quality in The Hotel Industry: A Study in a Business Hotel in Turkey, International Journal of Hospitality Management, 25 (2): 170‐92.
  • Almeida, A., Maria, D. M., Rodriguez, A. ve Miguel, J. (2011). Organisational Behaviour and Strategies in The Adoption of Certified Management Systems: An Analysis of The Spanish Hotel Industry, Journal of Cleaner Production, 19 (13): 1455-1463.
  • Andreassen, T. W. ve Lindestad, B. (1998). Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise, International Journal of Service Industry Management, 9(1): 7-23.
  • Brady, M. K. ve Cronin, J. J. Jr. (2001). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65 (3): 34-49.
  • Carneiro, M. J. ve Costa, C. (2001). The Influence of Service Quality on The Positioning of Five Star Hotels-The Case of The Lisbon Area, Journal of Quality Assurance in Hospitality &Tourism, 1 (4): 1-19.
  • Chen, P.T. ve Hu, H.H.S. (2013). The Mediating Role of Relational Benefit between Service Quality and Customer Loyalty in Airline Industry, Total Quality Management & Business Excellence, 24 (9-10): 1084-1095.
  • Cronin, J. J. ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56 (3): 55-68.
  • Dragicevic, M. (2013). ISO Managing System Standards Implementation and Practice-Crotian Hotels’ Managers Point of View, Business and Management Review, 2 (12): 1-6.
  • Femenías, L. B., Perramon, J. ve Amat, O. (2015). Impact of Quality And Environmental Investment on Business Competitiveness and Profitability: The Case of Travel Agencies, Total Quality Management & Business Excellence, 26 (7-8): 840-853.
  • Gök, T. (2009). Stratejik Rekabet Üstünlüğü Açısından Konaklama İşletmelerinde ISO 22000 Gıda Güvenliği Yönetim Sisteminin İş Süreçlerine Etkileri: Teori ve Otel İşletmelerinde Uygulamalı Bir Araştırma (Basılmamış Doktora Tezi). Konya: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Grönroos, C. (1982). Strategic Management and Marketing in Service Sector. Cambridge, MA.: Marketing Science Institute. Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18 (4): 36-44.
  • Grönroos, C. (1990). Service Management and Marketing. Lexington: Lexington Books.
  • Grönroos, C. (2001). The Perceived Service Quality Concept-A Mistake?, Managing Service Quality, 11 (3):150-152.
  • Hartline, M. D. ve Jones, K. C. (1996). Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value and Word-of-Mouth Intentions, Journal of Business Research, 35 (3): 207–215.
  • İbicioğlu, H. ve Avcı, U. (2003). Turizm İşletmelerinde Kurumsal İmajı Oluşturan Faktörlere ve Kurumsal İletişimin Rolüne Yönelik İnceleme, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8 (2): 23- 41.
  • Johns, N., Lee-Ross, D. ve Ingram, H. (1997). A Study of Service Quality in Small Hotels and Guesthouses, Progress in Hospitality and Tourism Research, 3 (4): 351–363.
  • Kamar, A. (2013). Do Quality and Environmental Management Systems Help Hotels to Achieve Their Financial Goals?: Evidences from The Egyptian Hotel Industry, Research Journal of Management Sciences, 2 (5):6-13.
  • Kandampully, J., Juwaheer, T. D. ve Hu, H. H. (2011). The Influence of aHotel Firm’s Quality of Service and Image and Its Effect on Tourism Customer Loyalty, International Journal of Hospitality&Tourism Administration, 12 (1): 21-42.
  • Kang, G. ve James, J. (2004). Service Quality Dimensions: An Examination of Grönroos Service Quality Model, Managing Service Quality, 14 (4): 266–277.
  • Kovancı, A. (2003). Toplam Kalite Yönetimi Fakat Nasıl?. İstanbul: Sistem Yayıncılık.
  • Knutson, B. S., Pete, W. C., Patton, M. ve Yokoyama, F. (1990). Lodgserv: A Service Quality Index for The Lodging Industry, Hospitality Research Journal, 14 (2): 277-284.
  • Lehtinen, U. ve Lehtinen, J. R. (1982). Service Quality: A Study of Quality Dimensions. Helsinki: Service Management Institute. Unpublished Working Paper. Finlandiya OY.
  • Miles, M. ve Covin, J. (2000). Environmental Marketing. A Source of Reputational, Competitive and Financial Advantage, Journal of Business Ethics, 23 (3): 299-311.
  • Milfelner, B., Snoj, B. ve Pisnik-Korda, A. (2011). Measurement of Perceived Quality, Perceived Value, Image and Satisfaction Interrelations of Hotel Services: Comparison of Tourists from Slovenia and Italy, Drustvena Istrazivanja, 113 (3): 605-624.
  • Min, H. ve Min, H. (1997). Benchmarking The Quality of Hotel Services: Managerial Perspective, International Journal of Quality And Reliability Management, 14 (6): 582-97.
  • Nguyen, N. (2006). The Collective Impact of Service Workers and Servicescape on The Corporate Image Formation, International Journal of Hospitality Management, 25 (2): 227-244.
  • Oral, S. (2005). Otel İşletmeciliği ve Verimlilik Analizleri. Ankara: Detay Yayıncılık.
  • Öztürk, S. A. (2012). Hizmet Pazarlaması. Bursa: Ekin Yayınevi. Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49 (4): 41-50.
  • Reichel A., Lowengart O. ve Milman, A. (2000). Rural Tourism in Israel: Service Quality and Orientation, Tourism Management, 21 (5): 451-459.
  • Reimer, A. ve Kuehn, R. (2005). The Impact of Servicescape on Quality Perception, European Journal of Marketing, 39 (7/8): 785-808.
  • Rust, R. T. ve Oliver, R. L. (1994). Service Quality: Insights and Managerial Implications from the Frontier. İçinde R. T. Rust ve R. L. Oliver (Editörler), Service Quality: New Directions in Theory and Practice (ss. 1-19). Thousand Oaks: Sage Yayınları.
  • Stevens, P., Knutson, B. ve Patton, M. (1995). Dineserv: A Tool for Measuring Service Quality in Restaurants, The Cornell Hotel and Restaurant Administration Quarterly, 36 (2): 56-59.
  • Strauss, A. ve Corbin, J. (1998). Basics of Qualitative Research. California: Sage Yayınları.
  • Swan, J. ve Combs, L. (1976). Product Performance and Consumer Satisfaction: A New Concept, Journal of Marketing, 40 (2): 25-33.
  • Swartz, T. A. ve Brown, S.W. (1989). Consumer and Provider Expectations and Experiences Evaluating Professional Service Quality, Journal of The Academy of Marketing Science, 17 (2): 189.
  • Tari, J. J., Claver-Cortes, E., Pereira‐Moliner, J. ve Molina Azorín, J. F. (2009). Is It Worthwhile to Be a Quality Certified Hotel? Evidence from Spain, International Journal of Quality & Reliability Management, 26 (9): 850-864.
  • Taşçı, D. ve Çabuk, S. N. (2013). Kalite Yönetim Sistemleri. Eskişehir: Anadolu Üniversitesi Yayınları.
  • Tribe, J. ve Snaith, T. (1998). From Servqualto Holsat: Holiday Satisfaction in Varadero, Cuba, Tourism Management, 19 (1): 25-34.
  • Tütüncü, Ö. (2013). Konaklama İşletmelerinde Uluslararası Kalite Yönetim Sistemleri, (Ed. Nazmi Kozak), İçinde: Konaklama Hizmetlerinde Kalite Yönetimi, (ss.124-143). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Vargo, S. L. ve Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68 (1): 1-17.
  • Yılmaz, İ. (2009). Measurement of Service Quality in the Hotel Industry, Anatolia: An International Journal of Tourism and Hospitality Research, 20 (2): 375-386.
  • Zeng, S. X., Meng, X. H., Yin, H. T., Tam, C. M. ve Sun, L. (2010). Impact of Cleaner Production on Business Performance, Journal of Cleaner Production, 18 (10): 975-983.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Meryem Akoğlan Kozak 0000-0003-0577-1843

Birgül Aydın 0000-0003-3459-2385

Publication Date December 1, 2018
Published in Issue Year 2018 Volume: 29 Issue: 2

Cite

APA Akoğlan Kozak, M., & Aydın, B. (2018). Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme. Anatolia: Turizm Araştırmaları Dergisi, 29(2), 175-184. https://doi.org/10.17123/atad.488199
AMA Akoğlan Kozak M, Aydın B. Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme. Anatolia: Turizm Araştırmaları Dergisi. December 2018;29(2):175-184. doi:10.17123/atad.488199
Chicago Akoğlan Kozak, Meryem, and Birgül Aydın. “Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme”. Anatolia: Turizm Araştırmaları Dergisi 29, no. 2 (December 2018): 175-84. https://doi.org/10.17123/atad.488199.
EndNote Akoğlan Kozak M, Aydın B (December 1, 2018) Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme. Anatolia: Turizm Araştırmaları Dergisi 29 2 175–184.
IEEE M. Akoğlan Kozak and B. Aydın, “Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme”, Anatolia: Turizm Araştırmaları Dergisi, vol. 29, no. 2, pp. 175–184, 2018, doi: 10.17123/atad.488199.
ISNAD Akoğlan Kozak, Meryem - Aydın, Birgül. “Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme”. Anatolia: Turizm Araştırmaları Dergisi 29/2 (December 2018), 175-184. https://doi.org/10.17123/atad.488199.
JAMA Akoğlan Kozak M, Aydın B. Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme. Anatolia: Turizm Araştırmaları Dergisi. 2018;29:175–184.
MLA Akoğlan Kozak, Meryem and Birgül Aydın. “Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme”. Anatolia: Turizm Araştırmaları Dergisi, vol. 29, no. 2, 2018, pp. 175-84, doi:10.17123/atad.488199.
Vancouver Akoğlan Kozak M, Aydın B. Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme. Anatolia: Turizm Araştırmaları Dergisi. 2018;29(2):175-84.