Analysing the service quality gaps between traditional hotels and shared accommodation: a study on customer gap in central London

This research examined the customer gap in service quality factors between the traditional 
hotel industry and the shared accommodation in central London. While the study examines 
the literature and theoretical background of service quality in the hospitality industry, the 
focus is on practical service quality issues, most notably the gap that exists between 
customers' perceptions and expectations.
This study used a deductive approach while adhering to the positivist paradigm. This research 
is designed as quantitative research based on the questionnaire survey. SERVQUAL model 
was amended as LSQUAL framework according to the industry specification for this 
research. LSQUAL framework includes the appropriate factors for evaluating service quality 
gaps between the hotel and shared accommodation in central London. 
A total of 298 hotel and shared accommodation guests were surveyed to measure the service 
quality gap between conventional hotels and shared accommodation. The survey result 
revealed that there exists a service quality gap between traditional hotels and shared 
accommodation. This study found that accommodation guests’ expectation towards the hotel 
and shared accommodation remains the same; however, the perception towards both type of 
accommodation differs. Data analysis also revealed that there exists a negative correlation 
between the service quality gap and satisfaction level. 
Furthermore, given the gap in comparing customer gap between the traditional hotel and 
shared accommodation in the literature, this study added further value to the academic and 
research community by developing the LSQUAL framework to measure service quality 
factors and providing insight on the critical factors of service quality in the lodging industry 
in London.