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TAN7 
Equipment and facilities are generally clean 
New 
Tangibles 
TAN8 
Variety of food and beverages meet guests’ needs 
New 
Tangibles 
TAN9 
Services are operated at a convenient time 
SERVQUAL 
Tangibles 
Source: Research And Concepts Analysing Service Quality In The Hospitality Industry; Amy 
Wong Ooi Mei, Alison M.Dean and Christopher J. White 
 
HOLSERV uses the rating seven-point scale (1 = very poor and 7 = excellent) that is easier for 
customers to answer the questionnaire. This is useful to indentify the best predictor of overall 
service. One column questionnaire combined with seven-point scale rating is the biggest 
advantages of HOLSERV which make HOLSERV become easy to be applied in reality 
 
An example of the one-column format questionnaire:  
         CRITERIA 
LEVEL OF SATISFACTION 
1. When Hotel X promises to provide a service, it does so 
1  2  3  4  5  6  7 
2. Hotel X shows dependability in handling service 
problems 
1  2  3  4  5  6  7 
 
1= Very poor; completely failed to meet my expected service level 
7= Excellent; far exceed my expected service level 
While applying the HOLSERV scale, managers of hotels should pay attention on the 
questionnaire. With different types of hotel, managers should use different questions based on 
the range of facilities available. For example, with a four or five star hotel, questionnaire can 
refer to the sauna service, service quality of restaurant inside the hotel, etc. But with an one or 
two star hotel, managers should ask the question associated with the equipment such as 
television, telephone and internet access. It means that, managers of hotels should consider 
further modification or deletion of items in order to customize the questionnaire for their guests 
and supplement the HOLSERV scale with additional qualitative research such as in-depth 
interviews or focus group discussions. In this case, HOLSERV should be considered as a useful 
starting point, not the final conclusion for assessing and improving service quality of the hotel. 

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2.3.2.2 LODGING QUALITY INDEX 
 
LODGING QUALITY INDEX (LQI) was built based on SERVQUAL (Parasuraman, 1988). 
From this main structure and eight-step procedure of Churchill (1979), Getty and Thompson 
(1994a) developed the lodging quality scale.  
At the beginning, the researchers interviewed travelers and executives of both luxury and 
economic hotels. They based on the ten dimension of SERQUAL scale. In this way, the result 
was a pool of 63 scale items (Appendix 2). Then the coefficient alpha which was is a measure of 
reliability or internal consistency of items was computed (Cronbach, 1951). The higher alpha 
was, the more significant or interested item was. After that the correspondence of each items and 
the overall scale item pool was considered to eliminate the unimportant items. As a result, only 
43 items were kept. With the appearance and appreciation of SERVQUAL scale of Parasuraman 
in 1988 with five dimensions, researchers one more time collected data and computed again all 
the items and coefficient based on the new SERVQUAL scale.  In the end, the final lodging 
quality index with 5 dimensions and 26 items was born and has been used until now. Five 
dimensions are tangible, reliability (includes original reliability and credibility dimensions), 
responsiveness, confidence (includes original competence, courtesy, security and access 
dimensions) and communication (includes original communication and understanding 
dimensions). They are different with the five dimension of SERVQUAL (include tangibles, 
reliability, responsiveness, assurance and empathy) and they are considered more suitable to 
evaluate some unique features of the hotel industry.  
 

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Table 5: Lodging quality index 26-items 
Dimension 
Scale item 
Tangibility 
The front desk was visually appealing 
The employees had clean, neat uniforms 
The restaurant’s atmosphere was inviting 
The shops were pleasant and attractive 
The outdoor surroundings were visually attractive 
The hotel was bright and well lighted 
The hotel’s interior and exterior were well maintained 
The hotel was clean 
Reliability 
My reservation was handled efficiently 
My guest room was ready as promised 
TV, radio, A/C, lights, and other mechanical equipment worked properly 
I got what I paid for 
Responsiveness 
Employees responded promptly to my requests 
Informative literature about the hotel was provided 
Employees were willing to answer my questions 
Employees responded quickly to solve my problems 
Room service was prompt 
Confidence 
Employees knew about local places of interest 
Employees treated me with respect 
Employees were polite when answering my questions 
The hotel provided a safe environment 
The facilities were conveniently located 
Communication 
Charges on my account were clearly explained 
I received undivided attention at the front desk 
Reservationists tried to find out my particular needs 
Employees anticipated my needs 

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Source: “Lodging quality index (LQI): assessing customers’ perceptions of quality delivery”, 
Juliet M. Getty and Robert L. Getty, International Journal of Contemporary Hospitality 
Management 15/2 [2003] 
 
After collecting statistic data, LQI score is calculated. It is low if 1/3 of answers are negative and 
it is high if 2/3 of answers or more are positive. 
While the validity and reliability of items were considered, the researchers discovered the good 
correspondence between LQI and satisfy. To calculate the satisfaction, the questionnaire which 
included three bellowed questions was given to customers: 
1.
 
 Would you recommend the property to a friend? 
2.
 
 Did you experience a problem during your stay? 
3.
 
 If yes, was it handled satisfactorily? 
One index was constructed from responses of these questionnaires, and then it was translated 
into “satisfy”.  
 
Table 6: Measuring SATISFY based on recommendation of property, experiencing a 
problem, and handling 
Recommended     +      Experienced a problem    +   Problem handled 
    property                                                                       well 
 
Score  Satisfaction 
level 
Yes                                            No                                     - 
Yes                                            Yes                                  Yes 
Yes                                            Yes                                   No 
No                                              No                                     - 
No                                              Yes                                  Yes 
No                                              Yes                                  No 
6 
5 
4 
3 
2 
1 
High 
High 
Moderate 
Moderate 
Low 
Low 
Source: “Lodging quality index (LQI): assessing customers’ perceptions of quality delivery”, 
Juliet M. Getty and Robert L. Getty, International Journal of Contemporary Hospitality 
Management 15/2 [2003] 
 

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