COMPETITIVE BENCHMARKING ANALYSIS OF ALGERIAN HOTELS WITH THE ANALYTIC HIERARCHY PROCESS (AHP): THE USE OF PERFORMANCE GAP
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Published
Feb 27, 2025
Fares Kheddache
Marouane Smari
Abstract
This study aims to evaluate the performance of Algerian hotels using competitive benchmarking and the Analytic Hierarchy Process (AHP) method, considering various service quality criteria based on the SERVQUAL model. The research explores the most crucial hotel selection factors from the perspective of Algerian customers and identifies potential service quality improvement areas for hotel managers. The study employs the AHP method to prioritize and rank hotel selection criteria based on hotel managers’ preferences. A competitive benchmarking analysis was conducted by comparing the performance of Algerian four-star and five-star hotels against a global benchmark five-star hotel. The analysis considered 20 sub-criteria categorized under the five SERVQUAL dimensions: Tangibility, Reliability, Assurance, Empathy, and Responsiveness. The results reveal that Algerian customers prioritize factors such as employee behavior, hotel security, flexible check-in/check-out times, and first aid services. Surprisingly, price is considered a less important criterion compared to findings from previous studies. The competitive benchmarking analysis identifies performance gaps between hotels, with the five-star Marriott Constantine Hotel emerging as the service leader. Practical implications and strategic recommendations for hotel managers are provided to address identified service quality gaps. This study contributes to the hospitality literature by applying competitive benchmarking and the AHP method to evaluate hotel service quality in the Algerian context. The research provides valuable insights into Algerian customers’ preferences and offers practical recommendations for hotel managers to enhance service quality and competitiveness.
How to Cite
Kheddache, F., & Smari, M. (2025). COMPETITIVE BENCHMARKING ANALYSIS OF ALGERIAN HOTELS WITH THE ANALYTIC HIERARCHY PROCESS (AHP): THE USE OF PERFORMANCE GAP. International Journal of the Analytic Hierarchy Process, 16(3). https://doi.org/10.13033/ijahp.v16i3.1205
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Keywords
AHP, Benchmarking, hotel industry, SERVQUAL, performance gap
References
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