Perception of Service Quality in the U.S. Lodging Industry

This study attempts to investigate the perception of marketing managers about the use,of services marketing and the relative value of service quality Lhrough the offering of varied lodging products in the lodging industry. A total of 250 questionnaires were mailed to the marketing managers of various hotels, motels. inns, casinos and resorts around the United States. Ninety-five usable responses were received, obtaining a 38 percent response rate. This study is based on the valid premise that conventional marketing strategies useful in the marketing of tangible goods cannot be applied to the marketing of services, which are fundamentally different. Findings indicated that lodging marketing managers must recognize the strength of services marketing strategies and their relationship to value-addition. Services marketing strategies have become increasingly important in this industry as lodging consumers have increased their awareness of the value of the products Ulat they receive, in return for the price paid.