Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model

doi:10.14088/j.cnki.issn0439-8114.2025.02.036

Abstract

Abstract: The SERVQUAL model and service quality evaluation method were introduced and modified, the rural B&Bs in Urumqi County were token as the research object,and a 6-dimension and 26-indicator system evaluation scale of service quality of rural B&Bs in Urumqi County was constructed to measure their service quality. The results showed that the service quality score of rural B&Bs in Urumqi County was -0.51,and the service quality was not high. In terms of service quality result evaluation analysis,it was found that the disparity of each dimension was from high to low in the order of assurance, responsiveness, safety, empathy, tangibility, and reliability.Combining the disparity of each dimension and the disparity of each index,it was found that many problems existed in rural B&Bs in Urumqi County,such as insufficient excavation of regional culture,low service level of B&B staff,and weak awareness of epidemic prevention and safety. The results of the study had some theoretical significance for enriching the theories related to the service quality of rural B&Bs,and also had some reference value for further improving the service quality of rural B&Bs in Urumqi County.

Key words: SERVQUAL model, rural B&B, service quality, improvement strategy, Urumqi County

CLC Number:

WANG Shuang-hong, YAN Zhi-ming. Service quality evaluation and improvement strategy of rural B&B in Urumqi County based on SERVQUAL model[J]. HUBEI AGRICULTURAL SCIENCES, 2025, 64(2): 229-237.

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