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EXPECTATIONS AND MARKET SEGMENTATION RESULTS OF THE ONLINE SURVEY 2007

Introduction. Previous survey research (Spanish setting) identified five dimensions of customers' perceived service quality in rural tourism: Standard of rooms and equipmentSurroundings and locationLeisure choice and servicesPersonal ambience and treatEasy and secure booking processThese dimen

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EXPECTATIONS AND MARKET SEGMENTATION RESULTS OF THE ONLINE SURVEY 2007

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    1. EXPECTATIONS AND MARKET SEGMENTATION RESULTS OF THE ONLINE SURVEY 2007 JOSÉ MANUEL ORTEGA EGEA University of Almería (Spain)

    2. Introduction Previous survey research (Spanish setting) identified five dimensions of customers’ perceived service quality in rural tourism: Standard of rooms and equipment Surroundings and location Leisure choice and services Personal ambience and treat Easy and secure booking process These dimensions have been applied for market segmentation of Spanish and European customers of rural tourism services: Cluster analysis based on perceptions and expectations (Likert-scale variables). Conjoint analysis (segmentation) ? More different segments. NEED FOR STRONGER EVIDENCE ON SERVICE QUALITY DIMENSIONS

    3. Theoretical Framework SERVQUAL (Parasuraman, Zeithaml & Berry (1985, 1988) & SERVPERF (Cronin y Taylor, 1992): Tangibles Reliability Responsiveness Security Empathy. SERVQUAL & SERVPERF have been adapted to the rural tourism sector (Román, Recio & Martín, 2000) : Standard of rooms and equipment Surroundings and location Leisure choice and services Personal ambience and treat Easy and secure booking process

    4. Main purposes Validation and reliability analysis of service quality dimensions in rural tourism Segmentation of European customers, based on Individual Service Quality items and the identified Factors Characterization of segments, based on: Country Age Income Accompanying person Number of children Education level Number of holidays Domestic or International Survey Preferred Booking Methods and Information Sources on R.T. Importance of Quality Ratings & Certifications Experience with R.T. in Home Country / Abroad

    5. Research methodology Questionnaire development Service quality expectations in rural tourism Five-point likert scales Pretest Factor analysis (SPSS v14.0) Latent class Cluster analysis (Latent Gold v4.0)

    6. Sample

    7. Results - Exploratory Factor Analysis

    8. Results - Exploratory Factor Analysis

    9. Results - Exploratory Factor Analysis

    10. Results - Exploratory Factor Analysis

    11. Results – Exploratory Factor Analysis Factor 1: Basic Benefit (Security, Reliability of staff & Location) Reliability – Internal Consistency: 0.943 Factor 2: Personal contact Reliability – Internal Consistency: 0.779 Factor 3: Modern services Reliability – Internal Consistency: 0.758 Factor 4: Standard of rooms and equipment Reliability – Internal Consistency: 0.778 Factor 5: Leisure choice and services Reliability – Internal Consistency: 0.734

    12. Results - Segmentation

    16. Results - Segmentation

    17. Results - Segmentation

    18. Results - Segmentation

    19. Results - Segmentation

    20. Results - Segmentation

    21. Results - Segmentation

    22. Results - Segmentation

    23. Results - Segmentation

    24. Results - Segmentation

    25. Results - Segmentation

    26. Results - Segmentation

    27. Results - Segmentation

    28. Results - Segmentation

    29. Conclusions These results confirm the five-dimensional structure of Perceived Service Quality among surveyed European rural tourists Three segments have been identified: Clusters 1 & 2 show quite similar profiles with regard to their Expectations about Service Quality elements, … account for aprox. 96% of repondents, … which suggests that marketing strategies targeted jointly at both segments may be feasible. The validated SQ dimensions will be applied in future conjoint research designs (latent class choice statistical methodology) Identification of more different segments Analysis of respondents “trade-offs” in more realistic purchase situations Representative national samples will enable comparisons between European countries

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