Evaluation of Service Quality in a Guest House, Using the Servqual Scale

Abstract

The search for client satisfaction and loyalty is an essential requirement for the survival and growth of companies in the market, and the service sector, particularly that of tourism, is one of the most active in relation to studies aimed at promoting contact with clients, through the analysis of their expectations and perceptions. This article describes a case study which evaluates the quality of services provided by a Guest House located on the Northeast coast, by analyzing the gaps between the clients’ expectations and perceptions, using an adaptation of the Servqual scale. The results give a panoramic view of the quality of services, revealing aspects related to the clients’ perceived needs, and thereby promoting an increase in the standard of services, a factor which becomes necessary when the organizational performance, in the perception of clients, is lower than expected. Key words: Marketing of services, quality of services, SERVQUAL model in tourism.