IMPORTANCE OF SERVICE QUALITY TO TOURISM BUSINESS’S SUCCESS UNDER COVID-19 SITUATION
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Abstract
Service quality, the core component of key driving business to success, is one of organization strategies to differentiate products or deliver an outstanding service. It can also bring competitive advantage and build customer’s trust in any situations. So, this review article will provide a guideline and pattern of service quality, which can be used to strengthen an organization’s capability and develop their business to succeed under the COVID–19 pandemic, It mainly focuses on increasing service quality and use it as a core of changing and developing organization’s quality. This review was conducted by using theory and service quality- related research evidence, influence variables, gap between perception of service quality and service quality measurement’ s tools, also known as SERVQUAL, to create customers’ satisfaction, repurchase and introduce to other interested customers, while maintaining the standard to develop organization to be an excellence and sustainable service business in the future.
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