Tourism

Ellis and Pizam (1999) emphasize that there also exists a very integral connection between service quality and customer satisfaction. In fact it can be quite detrimental for organizations if managers are not aware of this link. This is because the developing of adequate marketing strategies relies on the understanding of how service quality and satisfaction are determined and related. As such, managers must examine both quality and satisfaction in order to derive information for use in strategic planning. Kandampully, Mok and Sparks (2001, p.105) points out that the relationship between service quality and customer satisfaction is not direct but one linked by the value construct.

Value in this context insinuates the overall assessment of the utilization of services by customers. This assessment incorporates social, emotional and functional dimensions among others. In order to bridge existing gaps between customer satisfaction and service quality, service quality managers must fathom a holistic understanding of their customers. This implies understanding customer expectations and providing the ultimate experience as illustrated by Michelli (2008, p.165). Such an experience starts off by ensuring that staff members put effort and time at facilitating a strong first impression.

This involves showing genuine concern for customerrquote s needs, delivering those specific needs as requested and mastering important details about the customers which can be used in effective delivery of services at a later time.par