Adoption of SERVQUAL Philosophy: A sine Qua Non to the Survival of Hospitality Trade
1UGBABE, P.; 1ICHIMA, E. M.; 3SAMAILA, E. D. AND 2NWEZEH, G. O.
1Department of Hospitality, Leisure and Tourism Management, The Federal Polytechnic, Bida Niger state
2Department of Nutrition and Dietetics, The Federal Polytechnic, Bida Niger state
3Department of Hospitality Management, Ramat Polytechnic, Maiduguri Borno state
E-mail: ugbabep@yahoo.com
ABSTRACTSERVQUAL is a method for measuring service quality; the method was created in the 1980s as part of research projects within the field of marketing. The philosophy of SERVQUAL is based on the expectations disconfirmation approach known as disconfirmation paradigm. In studying the importance of the adoption of SERVQUAL philosophy to the survival of hospitality trade, secondary sources of data involving text books, journals as well as online articles were utilized. Findings using descriptive analysis show that adoption of SERVQUAL philosophy brings about high quality service and high quality service bring about improved revenue generation and customer loyalty. SERVQUAL being a tried and tested instrument can be used comparatively for benchmarking purposes. This study recommends that in order to improve service quality using SERQUAL philosophy, it is necessary for management to interact with frontline employees regularly in
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