Edited by Robin Nunkoo
Chapter 15: Sensual Quasi-Q-Sort (SQQS): enriching qualitative hospitality and tourism research via the human senses
The service product is conceptually abstractand highly subjective. Service quality has been likened to an attitude, thereby making it an epiphenomenon. The phenomenological nature of service necessitates innovative qualitative research tools and approaches to complement mainstream methods. The Sensual Quasi-Q-Sort (SQQS) offer new insights into customer perception of service products.
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