Mapping service quality in the tourism industry

This study suggests a new approach to the exploratory and evaluative research of service‐quality dimensions by employing correspondence analysis (CA). Although several studies have investigated the service quality of service providers using descriptive measures and statistical tests, this study presents a graphical interpretation of SERVQUAL data to aid managerial decision‐making in the tourism industry. This paper also examines the expectations and perceptions of two distinct groups by determining the differences between German and Russian tourists’ evaluations of service‐quality dimensions in tour operators. The study concludes that CA can be used effectively in evaluating the service‐quality and displaying the differences in the expectations/perceptions of distinct consumer groups. Managerial implications for travel administrators are discussed. Tour operators should consider cultural differences in service‐quality evaluations.