THE ROLE OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN TOURISM INDUSTRY: A REVIEW OF SERVQUAL MODEL

Service quality has been an imperative issue of research involving in tourism industry. In spite of an extensive number of studies on service quality, the role of service quality and customer satisfaction in tourism industry and their relationship have remained unanswered. The main focus of this paper is to review the existing literature on service quality and customer satisfaction in tourism industry. This paper also discusses famous SERVQUAL model, and explains other various service quality and customer satisfaction models in tourism industry. The model focuses on the relationship between functional quality, technical quality, and image. This conceptual paper proposes application of the dimensional model in the tourism department and encourages service providers to improve its management to satisfy their guestIJRAR- International Journal of Research and Analytical Reviews, VOLUME 5 I ISSUE 4 I OCT. – DEC. 2018] e ISSN 2348 –1269, Print ISSN 2349-5138 http://ijrar.com/ Cosmos Impact Factor 4.23