ABSTRACT
Over the past few decades, service quality has become a critical factor for the survival of service oriented organizations such as tourism businesses. During this period, the basic assertion of service marketing theory that four distinguishing characteristics (intangibility, heterogeneity, inseparability, and perishability) make services different from goods has been discussed. How best to measure the quality of services from the consumer’s view has also been examined. Also, possible approaches to overcome service quality shortfalls and the marketing challenges that arise due to these characteristics have been studied extensively. Current debates and developments on the above issues are examined in the chapter. In this chapter, the concept of service is defined; service characteristics are summarized and leading views on this topic are presented. Service quality is defined and the most well-known instruments for the measurement of service quality are examined. Finally, the role of two stragetic approaches for the success of service quality and services marketing are discussed.
