Abstract
During the last two decades, the subject of service quality has been widely recognised due to its vital contribution to customer satisfaction improvement. Service quality is also crucial in hospitality industry since hotels can improve their market share and profitability with appropriate quality of services. Respectively, it seems important to measure delivered services quality based on customers’ point of view. In this paper, data envelopment analysis has been applied to identify the most critical service quality dimensions, based on the difference between customers’ perceptions and expectations. The case study includes three four-star hotels in Isfahan. The findings imply that price, reliability and tangibles are the most important service quality dimensions.
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