Customer Expectation and Perception in Hotels : An Empirical Study

"Customers or guests are always right" - this is the fundamental principle adopted by hoteliers under contemporary marketing. So it is necessary for hotel marketers to fulfill customers' expectations which not only make customers' satisfied but also enhances the market share. In service industry literature, SERVQUAL is the most widely used structure to measure customer expectations and perceptions so this paper is an attempt to identify the difference between expectation & perception of hotel customers with the help of Parasuraman's et al (1988) SERVQUAL model