Measuring service quality in hotel establishment and comparing: Case of Adana

The importance of service sector have increasingly grown in Turkey as is the case in developed countries economies. It is of great importance for successful and and well performing service businesses (in the hospitality industry) to improve their service quality and achieve customer satisfaction which is related to it. In the tourism sector in which there exists a big competition, the active enterprises must continuously improve their service quality to meet customer?s expectations that change every day.This study is done, to measure service quality the on 3, 4 and 5 star hotels in Adana and to compare service quality among 3, 4 and 5 star hotels, based on the customers in the 3, 4 and 5 star hotels who accommodated in Adana province.In this study, the service quality of three, four and five star hotels in Adana is analyzed based on customers perspectives. The study consists of three chapters. In the first and second chapters of the study, secondary data are examined. In the third chapter, the primary data collected through field study are analyzed.According to results, even if perception level is high, high expactation level made SERVQUAL scores negative value. The service quality scores among the three, four and five star hotels significantly change (differ) according to the star number of the accommodated hotel. In the terms of costumer expectations the 4 star hotels have the highest level of all.Keywords: Service, Service Quality, Service Quality Measurement, SERVQUAL, Hotel Establishments