Measuring Perceived Tourism Service Quality in Quantitative Marketing Research
Measuring Perceived Tourism Service Quality in Quantitative Marketing Research

Author(s): Ines Djokic, Nikola Milicevic, Nenad Djokic
Subject(s): Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: SERVQUAL; Construct; Structural Equation Modelling; SmartPLS
Summary/Abstract: The need to measure service quality in the tourism industry is present for decades. During that period many different instruments designed to perform that measurement were developed. However, the analysis performed when using those instruments relatively rarely relies on scientific contributions by which service quality should be treated as reflective-formative constructs. Such misspecifications can lead to serious mistakes in the results and can raise doubts about implications from studies that do not consider service quality appropriately. Having all previously stated in mind, this paper has three main objectives. The first objective is to present instruments designed to measure perceived tourism service quality in one place. The second goal is to demonstrate the view of perceived service quality as second order formative-reflective construct. Finally, the third objective is to present simulation of differences in the results when treating perceived service quality as reflective-reflective and as a reflective-formative construct.

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