A. How are expectations of the service received and service quality factors linked? Explain how a person develops expectations of service and how tourism organizations can meet or exceed these expectations

Studies have found that customers who are highly satisfied become more valuable customers. In many services, such as most tourism services, there are major added benefits to delivering more than is expected so that the customers are delighted, not simply satisfied.

B. What are the five service quality dimensions? Give a brief explanation of each and why you feel they are important.

People generally consider five dimensions when judging the quality of a service. Each of these five dimensions can be measured through SERVQUAL, a comprehensive multi-item scale that reliably measures consumer service expectations and perceptions; giving service providers the data they need to track and improve their service offerings.1