Identification and Prioritization of the Factors Influencing Service Quality in the Hotel Industry by SWARA and ARAS Methods During the COVID-19 Pandemic

ABSTRACT

Nowadays, the COVID-19 pandemic has had many harmful effects on the hotel industry. This study aims to identify and prioritize the factors affecting SERVQUAL in the hotel industry and evaluates five-star hotels during the COVID-19 Pandemic. The present study prioritizes the influence factors of SERVQUAL using the stepwise weight assessment ratio analysis (SWARA) method and using the Additive Ratio Assessment (ARAS) method to identify the best hotel among the five hotels in Iran in 2022. In the present study, 22 influence sub-criteria in the hotel industry were studied, and the delivery of service promise sub-criterion was ranked first, which shows its importance among other sub-criteria. Among the hotels studied, A1 hotels ranked first among other hotels. The present study examines and prioritizes the influence factors of SERVQUAL in the hotel industry to help hotel managers to identify the most important influence factors of SERVQUAL in the hotel industry to implement these factors in their hotels and can improve their strengths. [ FROM AUTHOR] Copyright of Journal of Quality Assurance in Hospitality & Tourism is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)