Red Palm: exploring service quality and servicescape of the best backpacker hostel in Asia

Musa, G. and Thirumoorthy, T. (2011) Red Palm: exploring service quality and servicescape of the best backpacker hostel in Asia. Current Issues in Tourism, 14 (2). pp. 103-120. ISSN 1368-3500, DOI

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The Red Palm was voted the best backpacker’s hostel in Asia for 2006. This study explores the reasons behind this phenomenal achievement by examining service quality and servicescape of the establishment. Using NVIVO software, data from 192 website comments and eighteen in-depth interviews were content-analysed. The results show that the most important dimension of service quality experience with the Red Palm is tangibles, followed by empathy and assurance. The most important tangible elements of the Red Palm are facilities and equipment, location and the atmosphere of friendliness, welcome and homeliness, and cleanliness. The excellent staff elements include their courtesy, individualised attention and willingness to help. The paper also presents the illustration of Bitner’s [(1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing, 56(2), 57–71] servicescape framework in relation to the Red Palm.

Item Type: Article
Additional Information: University of Malaya, Kuala Lumpur, 50603, Malaysia
Uncontrolled Keywords: Backpacker; Service quality; Servicescape; Qualitative
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Business and Economics > Dept of Business Policy and Strategy
Depositing User: Ms. Wati Yusuf
Date Deposited: 08 Dec 2014 04:17
Last Modified: 08 Dec 2014 04:17

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