MEASURING SERVICE QUALITY WITH ENTROPY METHOD: RESEARCH ON FOUR AND FIVE STAR HOTELS IN ORDU PROVINCE

Abstract

It is known that service quality in the tourism sector is mandatory to achieve a sustainable structure. In this sector, where competitive conditions are severe, hotel businesses should attach importance to service quality conditions in order to increase their demands. In this context, the purpose of the study is to reveal the importance of service quality factors for hotel businesses by measuring them among themselves. By measuring the service quality, it is thought that hotels will gain a sustainable competitive advantage and will reflect positively on touristic demand. Face-to-face meetings were held with four and five-star hotel managers in Ordu province, By using the entropy method, which is one of the multi-criteria decision-making methods, the importance of service quality criteria has been revealed. As a result of the study, it was concluded that the "cleanliness" criterion among the service quality criteria is the most important service quality criterion. In the analysis part of the study, other criteria affecting the service quality are also listed according to their importance. The result of the study is expected to help hotel enterprises improve themselves in terms of service quality and obtain a sustainable touristic demand. However, it is expected that the importance and results of the criteria obtained as a result of the entropy analysis will help the academicians working on the quality of service in their research.