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Key quality dimensions from the customer’s point of view: a case study in two Portuguese hotels

This paper analyses the strengths and weaknesses of the critical incident technique (CIT) when applied as a tool to identify the key quality dimensions to be used as criteria to generate and evaluate intervention strategies. Using CIT, a total of 679 incidents were gathered from two Portuguese hotels, regarding satisfying or dissatisfying episodes with the provided service. The incidents were categorized and the service quality dimensions identified. The scores reflecting the extent to which the quality dimensions are achieved are useful to establish and prioritize improvement actions.