Title

Sensual Quasi-Q-Sort (SQQS): Enriching qualitative hospitality and tourism research via the human senses

Document Type

Book Chapter

Publisher

Edward Elgar

School

School of Business and Law

RAS ID

28413

Comments

Originally published as: Ogle, A., (2018). Sensual Quasi-Q-Sort (SQQS): enriching qualitative hospitality and tourism research via the human senses. In R. Nunkoo (Ed.), Handbook of research methods for tourism and hospitality management (pp. 175-189). Cheltenham, United Kingdom: Edward Elgar Publishing. Original publication available here

Abstract

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...

DOI

10.4337/9781785366284.00021

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