A proposed AHP-SERVQUAL model for hotel service quality Management

This study proposes an AHP-SERVQUAL model to evaluate service quality in the Algerian hotel industry, emphasizing the gap between customer expectations and managerial perceptions. The research involved four hotels in Constantine, Algeria, and analysed responses from 12 managers and 77 customers. Utilizing the SERVQUAL dimensions—tangibility, reliability, assurance, empathy, and responsiveness—this study examines 19 selection criteria, weighted through the Analytic Hierarchy Process (AHP). The findings reveal significant discrepancies: managers overestimate tangibility and reliability, while underestimating empathy, responsiveness, and assurance. In contrast to the managerial focus on tangibility, the responsiveness dimension is valued most by customers. This misalignment highlights the need for managerial strategies that align better with customer priorities to enhance service quality and competitiveness. This study contributes to the literature by integrating AHP with SERVQUAL, thereby offering insights into improving service delivery and customer satisfaction in the hospitality sector. Future research should explore broader geographic contexts and additional service dimensions to gain a more comprehensive understanding.