Sensual Quasi-Q-Sort (SQQS): Enriching qualitative hospitality and tourism research via the human senses
School of Business and Law
The service product is complex in nature, not only just in terms of its conceptualization, but also throughout its production, service, and post-consumption stages. According to Johns (1999), the word ‘service’ offers very rich and diverse interpretation. Therein lies the need and opportunity, for both service providers and customers, to ‘read’ into a myriad of interpretations of the many facets and elements of the service product, despite Gilmore and Pine’s (2002) observation of an industry-wide trend towards product commodification. Although hoteliers actively seek input from guests when setting product and service standards (Ogle, 2009b) and use customer feedback as a barometer of quality achievements and failures that lead to actionable rectification (Wu and Ko, 2013), frequently service quality expectation is informed by the tacit sensory experiences of the service provider, for example a hotelier, as a proxy for the customer...