A proposed AHP-SERVQUAL model for hotel service quality Management

evidence from Algeria

Authors

DOI:

https://doi.org/10.51359/2594-8040.2025.264674

Keywords:

SEVQUAL, MCDM, AHP, service quality, hotel industry

Abstract

This study proposes an AHP-SERVQUAL model to evaluate service quality in the Algerian hotel industry, emphasizing the gap between customer expectations and managerial perceptions. The research involved four hotels in Constantine, Algeria, and analysed responses from 12 managers and 77 customers. Utilizing the SERVQUAL dimensions—tangibility, reliability, assurance, empathy, and responsiveness—this study examines 19 selection criteria, weighted through the Analytic Hierarchy Process (AHP). The findings reveal significant discrepancies: managers overestimate tangibility and reliability, while underestimating empathy, responsiveness, and assurance. In contrast to the managerial focus on tangibility, the responsiveness dimension is valued most by customers. This misalignment highlights the need for managerial strategies that align better with customer priorities to enhance service quality and competitiveness. This study contributes to the literature by integrating AHP with SERVQUAL, thereby offering insights into improving service delivery and customer satisfaction in the hospitality sector. Future research should explore broader geographic contexts and additional service dimensions to gain a more comprehensive understanding.

Author Biographies

Fares Kheddache, University of Constantine 2

Business and Management Sciences, Faculty of Economics

Samir Djadli, University of Constantine 2

Business and Management Sciences, Faculty of Economics

References

Assaf A. G., Tsionas M.(2018),Measuring hotel performance: Toward more rigorous evidence in both scope and methods,Tourism Management,Volume 69,Pages 69-87,ISSN 0261-5177, https://doi.org/10.1016/j.tourman.2018.05.008

Augustyn, M. M., & Seakhoa-King, A. (2004). Is the servqual scale an adequate measure of quality in leisure, tourism and hospitality? Advances in Hospitality and Leisure. https://doi. org/10.1016/S1745-3542(04)01001-X

Baki, R. (2020). Evaluating hotel websites through the use of fuzzy AHP and fuzzy TOPSIS. International Journal of Contemporary Hospitality Management, 32(12), 3747-3765.

Bontis, N., Booker, L.D. and Serenko, A. (2007), The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry, Management Decision, Vol. 45 No. 9, pp. 1426-1445. https://doi.org/10.1108/00251740710828681

Büyüközkan, G., Çifçi, G., & Güleryüz, S. (2011). Strategic analysis of healthcare service quality using fuzzy AHP methodology. Expert systems with applications, 38(8), 9407-9424.‏

Callan RJ, Kyndt G (2001) Business travelers’ perception of service quality: a prefatory study of two European city centre hotels. Int J Tourism Res 3(4):313–323

Chin, J. B., & Tsai, C. H. (2013). Developing a service quality evaluation model for luxurious restaurants in international hotel chains. Total Quality Management & Business Excellence, 24(9-10), 1160-1173.

Choedon, T., & Lee, Y. C. (2018). Classification and evaluation of service requirements in mobile tourism application using Kano model and AHP. The Journal of Information Systems, 27(1), 43-65

Chouit y., Hadaddi W.(2021). Using the website to promote hotel services in Algeria An analytical study of a sample of hotel Websites in Algiers Province. EL Miiar Journal, Vol 25 N 59. ISSN :1112-4377

Coyle, M.P.; & Dale, B.G. (1993). Quality in the hospitality industry: a study. International Journal of Hospitality Management 12(2): 141-153. https://doi.org/10.1016/0278-4319(93)90006-U

Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.

Dedeoğlu BB, Demirer H (2015) Differences in service quality perceptions of stakeholders in the hotel industry. International Journal of contemporain Hospitality Management 27(1):130–146

De Lazari, T.A., & De Souza, A.P. (2021). Avaliação da Qualidade em Serviço na Perspectiva de Clientes Anunciantes e Telespectadores. Journal of Perspectives in Management – JPM, 5, p. 137-155. https://doi.org/10.51359/2594-8040.2021.251696

Doğan, N. O., & Gencan, S. (2013). The most appropriate hotel selection from the point of view of travel agency managers: An analytical hierarchy process application. Erciyes University FEAS. Journal, 69-88

Göral, R. (2020). Prioritizing the factors which affect the selection of hotels by consumers traveling for vacation with analytical hierarchy process (AHP) method. Journal of Tourism Management Research, 7(1), 11-31.

Gupta, P., & Srivastava, R. K. (2011). Analysis of customer satisfaction in hotel service quality using analytic hierarchy process (AHP). International Journal of Industrial Engineering Research and Development (IJIERD), 2(1), 59-68

Haque M. I.(2013). Assessing the adequacy of SERVQUAL dimensions in retail banking. International Journal of Academic Research Part B; 2013; 5(4), 99-104. https://doi. org/10.7813/2075-4124.2013/5-4/B.14

Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management.

Khan, N., Hassan, A. U., Fahad, S., & Naushad, M. (2020). Factors Affecting Tourism Industry and Its Impacts on Global Economy of the World. SSRN Electronic Journal. https://doi. org/10.2139/ssrn.3559353

King Fung Wong A., Kim S., Lee S. & Elliot S. (2021). An application of Delphi method and analytic hierarchy process in understanding hotel corporate social responsibility performance scale, Journal of Sustainable Tourism, 29:7, 1153-1179. https://doi. org/10.1080/09669582.2020.1773835

Knutson, B., Stevens, P., Wullaert, C., Patton, M., & Yokoyama, F. (1990). LODGSERV: A service quality index for the lodging industry. Hospitality Research Journal, 14(2), 277-284.‏

Liat, C. B., Mansori, S., & Huei, C. T. (2014). The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of hospitality marketing & management, 23(3), 314-326.

Liu, D., Bishu, R. R., & Najjar, L. (2005). Using the analytical hierarchy process as a tool for assessing service quality. Industrial Engineering and Management Systems, 4(2), 129-135.‏

Lee, Y. C., Chen, J. K., & Lin, S. B. (2007). Revised Gap analysis by decomposition of service activities: a case study of information system center. Int J Bus Strategy, 8(2), 74-98.

Lee, Y. C., Wang, Y. C., Chien, C. H., Wu, C. H., Lu, S. C., Tsai, S. B., & Dong, W. (2016). Applying revised gap analysis model in measuring hotel service quality. SpringerPlus, 5, 1-14.

Lockyer, T. (2005). The perceived importance of price as one hotel selection dimension. Tourism Management, 26(4), 529-537.‏

Lupo, T. (2013). A fuzzy ServQual based method for reliable measurements of education quality in Italian higher education area. Expert systems with applications, 40(17), 7096-7110.‏

Min, H. & Min, HY. (1996),Competitive benchmarking of Korean luxury hotels using the analytic hierarchy process and competitive gap analysis, Journal of Services Marketing, 10(3), 58 - 72. http://dx.doi.org/10.1108/08876049610119794

Mostfaoui T. (2016). Marketing Approach to Analyze and Evaluate Tourism Websites - Using the Pyramid Analysis Model (AHP) to Evaluate Hotel Websites, Journal of the Faculty of Economics, Management and Commercial Sciences, 16. http://dspace.univ-msila.dz:8080//xmlui/handle/123456789/14316

Nasution H (2016) Coaligning service quality attributes and its implication to customer value. In: Colin C, Junzhao JM (eds) Looking forward, looking back: drawing on the past to shape the future of marketing. Springer, pp 751–759

Nguyen, P. H. (2021). A fuzzy analytic hierarchy process (FAHP) based on SERVQUAL for hotel service quality management: Evidence from Vietnam. The Journal of Asian Finance, Economics and Business, 8(2), 1101-1109.

Oliveira, T. S., da Silva, R. C., da Silva Filho, A. M., Monteiro Jr., J. E. & Gonçalves, A. T. P. (2023). Avaliação da qualidade do serviço de alimentação do restaurante universitário de uma instituição pública de ensino utilizando a Escala SERVQUAL. Journal of Perspectives in Management – JPM, 7, e257070. https://doi.org/10.51359/2594-8040.2023.257070

Ossadnik, W., Schinke, S., & Kaspar, R. H. (2016). Group aggregation techniques for analytic hierarchy process and analytic network process: a comparative analysis. Group Decision and Negotiation, 25(2), 421-457.

Oxford Business group (OBG), (a2016). Algeria holds clear potential as tourist destination despite challenges. Oxford report. Website : https://oxfordbusinessgroup.com/reports

Oxford Business group (OBG), (b 2016) . As tourism grows, hospitality training becomes vital in Algeria. Oxford report. Website: https://oxfordbusinessgroup.com/reports

Oxford Business group (OBG), (2018). Long-term plans to improve Algeria's hotel market. Oxford report, website: https://oxfordbusinessgroup.com/reports

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), `A conceptual model of service quality and its implication for future research, Journal of Marketing, 49, 41-50.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 13–40.

Pulina M., Detotto C., Paba A.(2010),An investigation into the relationship between size and efficiency of the Italian hospitality sector: A window DEA approach,European Journal of Operational Research, 204(3), 613-620. https://doi.org/10.1016/j.ejor.2009.11.006

Rozman, Č., Potočnik, M., Pažek, K., Borec, A., Majkovič, D., & Bohanec, M. (2009). A multi-criteria assessment of tourist farm service quality. Tourism Management, 30(5), 629–637. https:// doi.org/10.1016/j.tourman.2008.11.008

Saaty, T.L. (1980), The Analytic Hierarchy Process, McGraw-Hill, New York, NY.

Saaty T.L. (1988), Decision Making for Leaders, RWS Publications, Pittsburg, PA.

Saaty, T. L. (2004). Decision making—the analytic hierarchy and network processes (AHP/ANP). Journal of systems science and systems engineering, 13, 1-35.

Sainaghi R., Phillips P., Zavarrone E.(2017),Performance measurement in tourism firms: A content analytical meta-approach,Tourism Management, V59, 36-56. https://doi.org/10.1016/j.tourman.2016.07.002

Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), 706-711.

Siew, L. W., Wai, C. J., & Hoe, L. W. (2017). Analysis on the preference of fast food restaurants with analytic hierarchy process model. International Journal of Psychology and Cognitive Science, 3(6), 72-76

Souto, C. M. R., & Correia-Neto, J. S. (2017). Qualidade de Serviços: Uma análise comparativa entre SERVQUAL e SERVPERF. Journal of Perspectives in Management –JPM, 1(1), p. 63-73

Stefano, N.M., Casarotto Filho N., Barichello, N. Sohn, A.P. (2015). A Fuzzy SERVQUAL Based Method for Evaluated of Service Quality in the Hotel Industry. In Procedia CIRP, 30, 433-438. https://doi.org/10.1016/j.procir.2015.02.140

Stevens, P., Knutson, B. and Patton M..(1995). "DINESERV: A tool for measuring service quality in restaurants." The Cornell Hotel and Restaurant Administration Quarterly 36.2 (1995): 5-60.‏

Subramanian, N., & Ramanathan, R. (2012). A review of applications of Analytic Hierarchy Process in operations management. International Journal of Production Economics, 138(2), 215-241.

Tsang N. and Qu H. (2000). Service quality in China's hotel industry: a perspective from tourists and hotel managers. International Journal of Contemporary Hospitality Management 12/5 .316-326

Ting, K. H. (2003). A study of factors that influence the hotel service quality. Master dissertation, Chaoyang University of Technology, Taichung, Taiwan. In: Hsieh, L. F., Lin, L. H., & Lin, Y. Y. (2008). A service quality measurement architecture for hot spring hotels in Taiwan. Tourism management, 29(3), 429-438.

Triantaphyllou, E., & Mann, S. H. (1995). Using the analytic hierarchy process for decision making in engineering applications: some challenges. . International Journal of Industrial Engineering: Applications and Practice, 2 (1), 35-44.

Wong Ooi Mei, A., Dean, A. M., & White, C. J. (1999). Analysing service quality in the hospitality industry. Managing Service Quality: An International Journal, 9(2), 136-143.

Wu, Hung-Che & Ko, Yong Jae. (2013). Assessment of Service Quality in the Hotel Industry. Journal of Quality Assurance in Hospitality & Tourism. 14, 218-244. 10.1080/1528008X.2013.802557.

Wu, W. Y., Qomariyah, A., Sa, N. T. T., & Liao, Y. (2018). The integration between service value and service recovery in the hospitality industry: An application of QFD and ANP. International Journal of Hospitality Management, 75, 48-57.

Zahedi, F. (1989), The analytic hierarchy process – a survey of the method and its applications, Interfaces, 16(4), 96-108.

Zhang, G. (1987), Tourism education in PR China, Tourism Management, 8(3), 262-266.

Downloads

Published

2025-02-12

Issue

Section

Artigos