6th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Measuring Perceived Tourism Service Quality in Quantitative Marketing Research
​
Ines Djokic –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nikola Milicevic –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nenad Djokic   –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.333
​​​

Abstract:   The need to measure service quality in the tourism industry is pres­ent for decades. During that period many different instruments designed to perform that measurement were developed. However, the analysis per­formed when using those instruments relatively rarely relies on scientific contributions by which service quality should be treated as reflective-form­ative constructs. Such misspecifications can lead to serious mistakes in the results and can raise doubts about implications from studies that do not consider service quality appropriately. Having all previously stated in mind, this paper has three main objectives. The first objective is to present instru­ments designed to measure perceived tourism service quality in one place. The second goal is to demonstrate the view of perceived service quality as second order formative-reflective construct. Finally, the third objective is to present simulation of differences in the results when treating perceived ser­vice quality as reflective-reflective and as a reflective-formative construct.  

Keywords:   SERVQUAL; Construct; Structural Equation Modelling; SmartPLS

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