Abstract
Previous studies on tourist service quality (TSQ) involved various data to represent objective and reliable outcomes as references to explain customers’ preference, but different stage of sentences understanding from the respondents could have misled the results. The Fuzzy Decision Making Trial and Evaluation Laboratory (Fuzzy DEMATEL) was applied in this study to testify TSQ criteria from tourists’ viewpoint, producing a service quality causal model for the industry and the academics. Fuzzy DEMATEL converted the interrelationships of criteria into a cause and effect model, and also handle the inner dependences within a set of criteria. This study used literature review to attribute the twenty-two evaluation criteria to compose the survey instrument. Purposive sampling method was employed for collecting the TSQ. We found safety and considerate tourist arrangement, appropriate hardware and facilities at tourist attractions, and travel agency’s service quality comprise the priority of TSQ in those of Chinese customers. The results and managerial implications are discussed. The post survey is further proved the validity of result.
CHU WU, RAY WANG. (2014) Evaluating Chinese Tourists’ Service Quality Criteria under Uncertainty, International Review of Management and Business Research, Volume 3, Issue 2.
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