Management perception of service quality in the hospitality industry

3.2
 
Data Collection Strategy 
The method of gathering data, as mentioned above, is by means of in-depth interviews. 
Patton ( 1980, Carson et al, 2001, 65) explains that in depth understanding is based on 
the immersion into a phenomena to be studied, in this case how service managers 
believe service quality to be, gathering data through interviews and with this provide a 
detail description of situation and interactions between people and things in depth and 
detail.
In this situation, the description would be the how service manager believe or perceive 
service quality to be and then focus on unfolding the differences between theory and 
perception of service managers to understand why it is perceived differently than what 
is stated in literature as well any relationships with models found in the literature 
review. 

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In addition, the interviews will be semi structred in order to direct the interview to 
answer the research questions as well as reaching the main purpose of this reasearch . 
Furthermore, as for any data to gathered, interviewee’s are needed and as following the 
limitations of this study, the selected interviewee’s were to be service managers 
working in hotels in the proximity of the city centre of Helsinki, Finland. 
3.2.1
 
Interviewing Strategy 
First of all, the overall objective of these interviews is to understand the perception or 
perspective of service managers in the hospitality industry on service quality. Meaning 
that the interviews should explore their perceptions through personal experience, 
practice and beliefs. 
Secondly, an interview guide will be used for purpose of addressing the overall 
objective of the interview but also to reach the range of scope needed to reach the 
purpose of this research. This interview guide can be found as attachment 3, pages 8 to 
9 of the attachments.