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What Do Mature Travelers Perceive as Important Hotel/Motel Customer Services?

Southwest Texas State University

Richard F. Tas

University of North Texas

Daniel A. Emenheiser

University of North Texas

The availability of quality service substantially influences consumer satisfac tion. Therefore, the provision of quality service has become an increasingly impor tant concern of hotel/motel managers. Due to the size, growth rate, and special concerns of the mature population, their assessment of hotel/motel services is necessary in order to determine whatservices hotels/motels should provide to attract and maintain theirbusiness. The purpose of this study was to assess the importance of services provided by hotels/motels as perceived by mature travelers. The objectives of this study were accomplished through descriptive analysis of quantita tive data gathered from a sample of mature consumers in the state of Texas using the SERVQUAL model. Results indicated customer services related to assurance and reliability were considered highly important. To attract and satisfy mature travelers, hotels/motels should focus their efforts to provide quality customer services of all types, particularly in the areas of assurance and reliability.

Key Words: Key Words: customer services • hotels/motels • mature travelers • consumer satisfaction.

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