Leveraging Service Quality of Resorts and Hotels in Luang Prabang by Integrating SERVQUAL and Kano’s Model

The main objective of this study is to assess tourists’ expectations and perceptions of service quality of resorts and hotels in Luang Prabang by integrating the SERVQUAL model and Kano’s model. Four hundred and seven sets of responses were collected from tourists staying in resorts and hotels in Luang Prabang using a structured questionnaire. The results of the study showed that tourists’ perception of resorts and hotels service quality is significantly higher than expectation in terms of service reliability and tangibles. According to Kano’s model, the results show that among resorts and hotel quality improvement indicators, there are two one-dimensional quality elements (O). These include the nonunexpected service costs and friendliness indicator and courtesy of the service personnel indicator. After integrating SERVQUAL results with Kano’s model results, both areas show high expectations from tourists. Moreover, the results from an expectation-service gap matrix indicate that the areas that require attention and improvement, due to high expectations and high negative service gap, are availability of service personnel when needed, provision of adequate information about the service delivered, ability to handle customer complaints efficiently and seeking the best to satisfy the interests of customers.