A new scale to measure customer’s expectations about service dimensions: Application to the hotel service

The main purpose of this research was to create and test a scale to measure customer’s expectations about new service dimensions. Quantitative methodology, using exploratory factor analysis, was used to validate the scale for new service dimensions. This transnational research involved hotel service, and data were collected from 10 Latin countries: Portugal, Spain, France, Italy, Romania, Brazil, Mexico, Uruguay, Bolivia, and Chile. About 1262 customers answered a questionnaire about their expectations regarding service dimensions of the hotel service. Findings show that there is a set of new dimensions that are accurate to measure customer’s expectations about service, namely, the degree of customer involvement, convenience level, contact personnel performance, complexity degree, information and communication power, and environment and social responsibility. The major contribution is that these dimensions were outlined to be tested from the customers’ point of view for any service, as all these service dimensions can be controlled by the service provider to fulfil customers’ expectations. This research goes beyond the usual service quality dimensions, including other dimensions of the service. However, owing to the dynamic nature of customers’ expectations, researchers should continue to search for new aspects that customers consider in the service process and test new service dimensions.