Do hotel customers use a multi-expectation framework in the evaluation of services ? A study in Cappadocia, Turkey

Abstract

This study investigates whether hotel customers use a multi-expectation framework as a comparison standard in the evaluation of hotel services. The study sample consisted of two-star, three-star, four-star, and fi ve-star hotels in Nevs¸ ehir, one of the major provinces of Cappadocia, Turkey. The evaluations of 241 respondents demonstrated that hotel customers use two types of expectations (desired and adequate) as a comparison standard in evaluating hotel services. The results also suggest that, in general, hotel customers have a narrow zone of tolerance between these expectations. Hotel customers have the narrowest zone of tolerance on the ‘ empathy ’dimension. It is concluded therefore that hotel customers are not likely to accept heterogeneity in hotel services, particularly in the area of ‘ empathy ’ .