Case Study: Role of Marketing Mix
Literature Review
Service Quality
Service quality is the evaluation of tourists' long-term observationsin the service delivery of a company. The definition of service quality is the magnitude of the difference between expectations or desires of tourists with their level perception.
According to Kotler and Keller, service quality is a statement about the attitude towards the comparison between expectations and performances. Meanwhile, according to Lovelock, et al, service quality is something that consistently meet or exceed consumer expectations.
Also according to Ratnasari and Aksa, service quality is how far the difference between reality and consumer expectations for services received/retrieved. While the Yamit stated that in general, service quality can be seen from the comparison between consumer expectations and service performances.
The best service to customers and the level of quality can be achieved consistently by improving services and paying special attention to good service standard performance both in internal service standard or external service standard. Before the consumer buys a service, tourists have expectations about the service quality that is based on personal needs, experiences, word of mouth recommendations, and ad service providers. After buying and using these services, tourists compare the expected quality with what is truly received.