Grönroos Service Quality Model: An Evaluation Over Hospitality Literature

Abstract

The aim of this study is to evaluate the Grönroos service quality model within the scope of hospitality management literature. In this context, technical, functional and image related studies, which are dimensions of the Grönroos service quality model, are examined. In the research, The Grounded Theory was used. The results of the evaluations made on the literature and Grounded Theory analysis are divided into two categories. These categories are the role of standardization and the importance of interaction. As a result of the evaluations within these two categories, standardization of service quality improves the performance of businesses and provides a favorable image to the businesses; it is determined that the interaction with attitude of employee and the physical properties are important in customers’ perceptions of quality. It has been suggested that the Grönroos service quality model can be used by researchers due to its holistic view of the quality of service.

Keywords

• Technical quality,Functional quality,Image,Grounded theory,Grönroos

Grönroos Hizmet Kalitesi Modeli: Otelcilik Alanyazını Üzerinden Bir Değerlendirme

Öz

Bu çalışmanın amacı, Grönroos hizmet kalitesi modelini otel işletmeciliği alanyazını kapsamında değerlendirmektir. Bu bağlamda, Grönroos hizmet kalitesi modelinin boyutları olan teknik, fonksiyonel ve imaj ile ilgili çalışmalar incelenmiştir. Araştırmada, Gömülü Teori’den yararlanılmıştır. Alanyazın üzerinden yapılan değerlendirmeler ve Gömülü Teori analizi kapsamında elde edilen sonuçlar iki kategori altında toplanmıştır. Bu kategoriler, standartlaştırmanın rolü ve etkileşimin önemidir. Bu iki kategori kapsamındaki değerlendirmeler neticesinde; hizmet kalitesinde standartlaştırmanın işletmelerin performansını artırdığı ve işletmelere olumlu imaj sağladığı; müşterilerin kalite algılamalarında, personelin davranışları ve fiziksel çevreyle etkileşimin önemli olduğu belirlenmiştir. Grönroos hizmet kalitesi modelinin, hizmet kalitesiyle ilgili çalışmalara bütüncül bir bakış açısı sağlaması nedeniyle araştırmacılar tarafından kullanılabileceği önerilmiştir.

Anahtar Kelimeler

• Teknik kalite,Fonksiyonel kalite,İmaj,Gömülü teori,Grönroos

Kaynakça

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