Service quality in the tourism industry receives increasing attention in the literature, yet confusion still exists as to which measure offers the greatest validity. The two main research instruments are Importance-Performance Analysis (IPA) and SERVQUAL. However, both measures have been questioned and research has introduced measures that multiply SERVQUAL by Importance, as well as a measure of just Performance (SERVPERF). This article assesses these four main methods of measuring customer service quality. The data were obtained in cooperation with a major U.K. tour operator. Of the respondents, 220 completed a questionnaire before departure on what elements were important to them and what their expectations were for these elements. Toward the end of their holiday, respondents were issued a second questionnaire measuring performance on the same elements. The research found that although there was variety in the rankings of the 13 different elements, there was no statistical difference between the four methodologies. The final section of this article considers the implications of this finding for tourism managers and future research in the area of service quality.
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