Service quality in Cretan accommodations: marketing strategies for the UK holiday market

Abstract Quality of accommodations is considered to be a strategic tool for increasing the competitiveness of island destinations. This has led to the measurement of service quality in Cretan accommodations and the development of marketing strategies for the UK holiday market. The aim of the study is two-fold; firstly, to identify characteristics of the British tourists who visit Crete and secondly, to assess their perception of service quality in the island accommodations. To do this, the study employs the modified SERVQUAL scale, which consists of two dimensions: tangibles and intangibles. Analysis of the data suggests that British tourists rate the intangible elements of service quality higher than the tangible elements. However, overall satisfaction with services is found to be marginal. Furthermore, the study indicates that perceptions of service quality in Cretan accommodations vary according to gender and classifications of accommodations.

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