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A study of expected and perceived service quality in Croatian and Slovenian hotel industry

Suzana Markovi? 1*, Sanja Raspor 2, Gordana Ivankovi? 3 and Tanja Planinc 3

Received: 05/09/2012 Accepted: 02/01/2013

1 University of Rijeka, Faculty of Tourism and Hospitality Management Opatija, Primorska 42, p.p. 97, 51410 HR-Opatija, Croatia; tel: 00385/51/294-681, fax: 00385/51/292-945; e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2 Polytechnic of Rijeka, Trpimirova 2/V, 51000 Rijeka, Croatia
3 University of Primorska, Faculty of Tourism Studies, Obala 11a, 6320 Portorož, Slovenia
* Corresponding author


The main purpose of present research is the comparison of guests' expectations and perceptions of service quality in Croatian and Slovenian hotels. In order to measure hotel guests' expectations and perceptions modified SERVQUAL model was developed. The questionnaire was designed in accordance with researches conducted by Parasuraman et al. (1988), Zeithaml et al. (1990), Snoj and Ogorelc (1998), Pizam and Ellis (1999) and Markovi? (2003). The questionnaire was divided in three parts: measurement of expected service quality, measurement of perceived service quality and demographic questions. Data were collected in hotel settings in Opatija Riviera (Croatia) and Slovenia's coastal region. A total of 253 (Croatian sample) and 172 (Slovenian sample) completed and usable questionnaires were gathered. Data were analyzed using descriptive statistics, independent samples t-test, exploratory factor analysis and reliability analysis. The conducted statistical analysis revealed similarities in both surveys. The research results identified high level of guests' expectations and perceptions regarding the hotel service quality, and importance of intangible aspects of hotel service. 


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Keywords: perceived and expected service quality, SERVQUAL, statistical analysis, hotel industry, Croatia, Slovenia

Citation: Markovi?, S., Raspor, S., Ivankovi?, G., & Planinc, T. (2013). A study of expected and perceived service quality in Croatian and Slovenian hotel industry. European Journal of Tourism Research 6(1), 36-52.


European Journal of Тourism Research