Using Servqual To Measure The Service Quality Of Travel Agents In Guangzhou, South China | Zhou Ruiqi & Pritchard Adrian

The research used the SERVQUAL scale proposed by Parasuraman et al (1985 and 1988) to investigate the service quality of travel agents in Guangzhou, South China from a customer perspective. The instrument proved to be valid and reliable with the results of the survey showing that there is a gap between expected service and perceived service. The largest gap was in the dimension of reliability. The item scale within this dimension showed large negative gaps between expectation and perception in the ability of travel agents to perform the service right first time and complete their promised tasks. The gap in the dimensions and items of reliability are in line with SERVQUAL studies into other service industries in China. Further research is required to compare industries in this emerging market, particularly in the construct of reliability. The authors also believe there is a need for further research to compare differences within China bearing in mind the size, cultural and linguistic differences and geographical spread of this market