Service quality strategy implementation: a model and the case of the Algarve hotel industry

This is the third of a series of papers addressing the problem of service quality strategy implementation. The first paper focuses on service quality as a function of quality gaps and proposes a comprehensive model that amplifies the areas in which one can look for service quality gaps (Cndido & Morris, 2000). The second paper focuses on strategy implementation and proposes three interrelated models: a static model of the organization; a dynamic model of the strategy process; and a mixed model, which integrates static and dynamic models (Cndido & Morris, 2001). Taken together, the four models can help to implement a service quality strategy that simultaneously avoids quality gaps and resistance to change. Now, this paper undertakes a tentative validation of the models. Sample data have been collected through two complementary questionnaires, both implemented in the population of four-and five-star hotels of the Algarve (FFSHA). Data analysis involves descriptive statistics and statistical tests. In general, the descriptive statistics and the statistical tests do not provide evidence against the models, thus supporting their validity. Descriptive statistics have also raised concerns about some possible inconsistent management practices during the implementation of a quality strategy. The paper concludes with insights to managers interested in implementing such a strategy.