Should anything be done about the company magazine?

Service quality in the tourism industry receives increasing attention in the literature and yet confusion still exists as to which measure offers the greatest validity. The two main research instruments are Importance Performance Analysis (IPA) and SERVQUAL. IPA is a procedure that shows the relative importance of various attributes, and the performance of the firm, product or destination under study in providing these attributes.
SERVQUAL, on the other hand, focuses on the notion of perceived quality and is based on the difference between consumers’ expectations and perceptions of service.
However, both measures have been questioned and some researchers have suggested a better measure of service quality is one that multiplies SERVQUAL by importance, or one that measures just performance (SERVPERF). This case reports on a research project that assessed these four main methods of measuring customer service quality.