MEASURING THE QUALITY OF HOTEL SERVICES BASED ON CUSTOMER PERCEPTION CRITERIA

Abstract

The article is devoted to the urgent problem of assessing the quality of hotel services based on customer perception criteria. In conditions of fierce competition, the hotel business is becoming more and more focused on consumer needs, which can be achieved only through effective quality management, which requires the use of certain methods for assessing the quality of hotel services. Traditional methods for assessing the quality of hotel services, based on objective indicators, such as the number of stars or the category of the hotel, do not always reflect the real level of customer satisfaction. After all, the perception of quality is subjective and depends on the individual needs, expectations and impressions of each client. Therefore, the assessment of the quality of hotel services based on customer perception criteria comes to the fore, which determines the relevance of the research topic. Analysis of recent studies and publications indicates a growing interest in this issue. Scientists and practitioners are increasingly aware of the importance of taking into account subjective factors, such as expectations, impressions and individual needs of customers, to ensure a high level of satisfaction and competitiveness of hotel enterprises. Despite the significant interest in the issues of assessing the quality of hotel services and the presence of a wide range of scientific developments in this area, a number of issues remain insufficiently researched and require further scientific understanding. In particular, the problem of comprehensiveness of assessment, identification of key criteria of perception and consideration of individual needs of customers remains relevant. The purpose of the article is to develop and substantiate a methodology for comprehensive assessment of the quality of hotel services based on customer perception criteria, which will allow to increase the effectiveness of quality management and ensure the competitiveness of the hotel enterprise. The article considers the essence of the concepts of "quality of hotel service" and "perception of quality of hotel service", identifies and systematizes the criteria of perception of the quality of hotel services, and proposes a matrix of importance and satisfaction with hotel services for visualization of the criteria of perception and level of customer satisfaction. The matrix of importance and satisfaction with hotel services will help focus on key customer problems, support the strengths that form customer loyalty, optimize costs on less important quality criteria, improve the overall level of satisfaction, and increase the hotel's competitiveness and profitability.