A research about the reasons of the flaw on the services quality that cause the examination of organizational barriers: An Example of hotel managements

Service quality offered to customers is a critical factor in the success of hotel businesses, which are one of the basic building blocks of the service sector. Quality service is provided by the combination of many different factors. It has been observed that the Service Quality Difference Model developed by Parasuraman, Zeithaml and Berry (1985) is generally utilized in the measurement of service quality. In the following years, Parasuraman, Zeithaml and Berry (1988) expanded the model and determined that there are 5 main differences between customers' expectations and perceptions of service quality. According to the Extended Service Quality Difference Model, the first four differences are related to internal factors. The fifth difference focuses on the difference between customers' expectations and perceptions and is a function of the first four differences. In the reviewed studies, it has been observed that researchers generally focus on the fifth difference and the opinions of the service providers are neglected. This deficiency in the literature constituted the focus of this study. In this context, the aim of the study is to examine the main and sub-causes of the difference between customers' expectations and perceptions of service quality on the basis of hotel businesses. The population of the study consists of managers and employees working in 4 and 5 star hotels in Antalya. Convenience sampling method, one of the non-random sampling methods, was preferred in the study. Data were collected from 217 managers and 217 employees using a questionnaire form. In the analysis of the data, analysis methods such as validity, reliability, t-test and Anova were used. According to the findings, the number of levels between the management and the employees in the Barrier 1 dimension draws attention. In Barrier 2 dimension, it was determined that there was no serious barrier causing service quality problems. In Barrier 3 dimension, it was revealed that the employees did not have enough control over their work and could not use initiative, that the paperwork created pressure on the employees and that they could not provide the service as required, especially when more emphasis was placed on sales. Obstacle 4 dimension was found to have a lower mean than the other dimensions listed. According to this dimension, the employees stated that the promotion activities were carried out independently of them, that they were not aware of the promises made and that making excessive promises created pressure on them. In the analysis of demographic characteristics, it can be said that male managers have more positive attitudes than female managers. In addition, it has been determined that there are differences in many sub-dimensions according to the education level, work experience and age of managers and employees.