1Post Doc Scholar, Dept. of Management Studies, Islamic University of Science and Technology, Awantipora, Jammu & Kashmir, India
2Associate Professor, Dept. of Management Studies, Islamic University of Science and Technology, Awantipora, Jammu & Kashmir, India
*Corresponding Author E-mail: shahid.ali@iust.ac.in
This empirical study examines the assessment of service quality by comparative effectiveness of service quality models like ServQual and ServPerf within the tourism sector in Kashmir, India. Given the region's dependence on tourism for economic sustenance, understanding the nuances of service quality is pivotal. Data was collected from 120 tourists visiting various destinations in Kashmir using structured questionnaires based on both SERVQUAL and SERVPERF models. The results indicate that while both models provide valuable insights, SERVPERF demonstrates a slightly better fit in measuring perceived service quality in the Kashmir tourism context. The findings have practical implications for tourism stakeholders aiming to enhance service delivery and tourist satisfaction.
ServQual, ServPerf, Service quality, Kashmir tourism, Tourist Satisfaction
