کیفیت خدمات در کنفرانس بین المللی
Abstract
1-Introduction
2-Literature Review
3-SERVQUAL
4-Aim of the Study
5-Methods
6-Results
7-Conclusion
8-Recommendations & Suggestions
References
Abstract
This study is conducted to evaluate the service quality in the international conferences. A statistical analysis was provided based on data collected from 105 delegates from the actual industry. A structured self-administered questionnaire was developed by taking into consideration the original SERVQUAL instrument and conducted to the respondents in order to analyze their general expectations on conference services and the actual service performance they perceived with the conference. The study also assessed the impact of respondents past experiences on their expectations. The results show that there is a significant difference between the respondents’ expectations and perceptions which lead to low satisfaction level in respondents depending upon the gap in the service quality of the conference. In addition, the analysis has addressed the relationship between the service quality and customer satisfaction in terms of future behaviors of the respondents and word-of-mouth recommendations. The main findings conclude that service quality is a dynamic process which needs every time improvement.
Introduction
The conference industry is one of the most dynamic and fastest growing service industry, which is forms a major part of the business events sector (Rogers, 2013). Hence, competition for the conference industry increases day to day as the demands of customers increase. Increased competition and more-demanding customers mean that careful consideration must be taken for the facilities and services provided during conferences (Hinkin & Tracey, 2003). Therefore, in terms of ensuring success in market place and competitive advantage, it is critically important to understand the role of ‘quality’ as an element in the effectiveness of service provision (Langer, 1997; Demir, and Demir, 2015). Service is the only way to meet the expectations of the conference participants since it is a basic tool for the conference operation and negotiation (Lee and Park, 2002). In previous researches, many approaches have been developed to analyze the quality of services. According to Parasuraman et al., p. 42 (1985), service quality can be defined as “perceptions result(ing) from a comparison of consumer expectations with actual service performance”. Based on this perspective, in 1985, Parasuraman, Zeithaml and Berry have developed the current measurement of perceived service quality, SERVQUAL, to measure customers’ expectations and perceptions concerning a service encounter. This scale measures service quality by calculating the difference between expectations and perceptions. According to the scale developed by Parasuraman et al., (1985), if the levels of perceptions exceed expectations, it will be regarded as higher levels of quality.