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M HNH THUN LI BT LISERVQUAL 1/ Consumer satisfaction or

dissatisfaction is a function ofdisconfirmation arising fromdiscrepencies between priorexpectations and actual performance(Oliver,1980). This disconfirmationparadigm has been basis of theSERVQUAL model (Parasuraman etal., 1985)2/ SERVQUAL is discrepency model,which basically states that satisfactionoccurs when product or service meetsor exceeds expectation (Crossley andXu, 1996). It assumes that consumersatisfaction is measured as differencebetween expected provision and actualprovision.3/ Establishment of destinationattributes in SERVQUAL are absolutesand satisfaction is measured asdifference between ideal and actual.

1/ Ambiguity of definition of standard:Brown, Churchill and Peter (1993), Teas(1993), Childress and Crompton (1997) allargue that scale should be developed todirectly measure consumers perception ofquality of performance against expectationstandard.2/ Lack of validity: Empirical studies haveconsistently confirmed that performance-only measures have greater predictivevalidity than measures includinhexpectations. SERVQUAL fails to exhibitconstruct validity.3/ Conceptual confusion aboutinterchangeability of terms service qualityand customer satisfaction.

SERVPERF 1/ SERVPERF, performace-basedmodel, better reflects long-term service

quality attitudes in cross-sectionalstudies (Cronin and Taylor, 1994; Teas,1993).2/ SERVPERF is more construct-validand more efficient than SERRQUAL(Crossley and Xu, 1996).

1/ SERVPERF is based onexpectations/performance analysis and will

give full picture of satisfaction in context ofprice-based strategy but not performacealone (Tribe and Sneith, 1998).2/ SERVPERF uses performance-based scalebut cannot take into account de-rating ofabsolute especially where price-basedreasons for holiday destinations are at play.

IPA 1/ IPA: easy-to-use method of consumerevaluation. IPA entails simultaneousconsideration of consumers

assessments of importance of salientattributes and level of satisfaction withservice provided and service providersin understandable way. Tourismmanagers can identify areas whereservices and program need to beimproved without using sophisticatedstatistical skills.

1/ IPA procedure is not intended to providedetailed and highly specific information(Hudson and Shephard, 1998).

2/ IPA has lack of statistical significancetesting ability. Conventional statistical testsmust be used to determine significance(Duke and Persia, 1996).3/ IPA analyses without segmentation arelikely to result in user displacement of somesegments, giving false impression of validdecisions (Vaske et al., 1996).4/ IPA does not allow for expectations of lowlevels of performance that are contrary to

satisfaction which measures satisfactionbased on performance.

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