Service quality in Cretan accommodations

Abstract

Quality of accommodations is considered to be a strategic tool for increasing the
competitiveness of island destinations. This has led to the measurement of service quality in
Cretan accommodations and the development of marketing strategies for the UK holiday
market. The aim of the study is two-fold; firstly, to identify characteristics of the British
tourists who visit Crete and secondly, to assess their perception of service quality in the island
accommodations. To do this, the study employs the modified SERVQUAL scale, which
consists of two dimensions:tangibles and intangibles. Analysis of the data suggests that British
tourists rate the intangible elements of service quality higher than the tangible elements.
However, overall satisfaction with services is found to be marginal. Furthermore, the study
indicates that perceptions of service quality in Cretan accommodations vary according to
gender and classifications of accommodations.
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Tags: quan tri chat luong, tai lieu tham khao