ASSESSING SERVICE QUALITY: A CROSS-SECTOR ANALYSIS OF HOTEL AND TOURISM SERVICE PROVIDERS

Background: In todays competitive hospitality industry, service quality has become a decisive factor influencing customer satisfaction, loyalty, and long-term business sustainability. Measuring service quality across different service environments provides useful insights for enhancing customer experiences and organizational performance. Objective: This study explores and compares perceived service quality in two major sectors of the hospitality industry-hotels and tourism services-using the SERVQUAL model. It aims to identify sector-specific strengths and weaknesses, analyse performance gaps, and propose strategies for service improvement.