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.
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