Issue № 80. June 2020
Modern Tools and Methods of Service Quality Management in Health Tourism System
Irina N. Mayatskaya, Anatoliy I. Lesnikov, Tatyana P. Kotova
Irina N. Mayatskaya — DSc (Economics), Professor, Institute of Tourism and Hospitality, Russian State University of Tourism and Service, Moscow, Russian Federation.
Anatoliy I. Lesnikov — PhD, Associate Professor, Institute of Economics and Service, Ufa State Oil Technical University, Ufa, Russian Federation.
Tatyana P. Kotova — PhD, Associate Professor, Institute of Economics and Service, Ufa State Oil Technical University, Ufa, Russian Federation.
The article presents the results of studying consumer preferences and the quality of services provided by the Talkas sanatorium in the Baymak district of the Republic of Bashkortostan. Recommendations have also been developed to improve the quality of service in the Spa complex. The basic algorithm presented by American scientists in the form of 5 factors of low-quality service, which reveals the "degree of service quality", is reflected in the concept of SERVQUAL. The Republic of Bashkortostan has a rich potential of recreational and resort resources used for health tourism: picturesque landscapes, a variety of medicinal herbs, mineral waters and springs, therapeutic mud, as well as unique hot gases and medicinal kumys. At the same time, it is necessary to get a higher result in terms of quality of service as a strategic resource of the sanatorium and resort complex. Modern Spa complexes strive to confirm the expectations of vacationers; this is a kind of struggle for the long-term loyalty of the sanatorium vacationers. A positive image of a Spa product is based on the factors of service quality, based on the formula of three P (Rating + Reputation + Profitability) = Success, which is certainly interesting to consumers and partners, increases the number of services and sales, increases competitiveness, makes it possible to attract additional resources — financial, information, human, material and other resources, and contributes to the success of organizational, service and production processes. Making a survey of respondents, we relied on a factor model of the causes and contradictions of poor-quality service. As a result of the research, we have come to the conclusion that it is necessary to conduct a systematic production and service audit in Spa complexes and make efforts to form high standards of service quality and improve the quality of services offered. Special attention should be paid to wellness, animation and sightseeing programs, since these programs are crucial in terms of consumer demand. In the process of product formation, it is necessary to find the uniqueness of a specific Spa complex. This circumstance allowed us to determine the indicators of sustainable competitiveness and focused on the formation of a Spa product (program) for a specific target audience. The article presents the results of studying consumer preferences and the quality of services provided by the Talkas sanatorium.
Service quality, mentality, competence, servility, cognitive aspects, compensatory aspect, quality criteria, global quality coefficient.
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