A Cross‐Sector Evaluation of Service Quality in the Tourism Industry of Hong Kong: Importance vs. Performance

Abstract

This study evaluates visitor overall satisfaction with the quality of services provided by the hotel, restaurant, and retail sectors in Hong Kong. A survey with questionnaire items derived from SERVQUAL was conducted and statistical techniques, including regression, importance‐performance analysis, and ANOVA, are used for analysis. The performance of service attributes and their relative impacts on overall satisfaction are identified. A cross‐sector and cross‐region comparison is made. It is found that the perceived overall satisfaction levels of visitors are significantly correlated with their place of domicile and two different travel modes, namely, independent travel and guided package tours. As a whole, the hotel sector enjoys a level of overall satisfaction higher than that of the other two sectors. Managerial implications of service quality improvement are drawn.