| Summary: | <span lang="EN-US">The paper examines the concept and measurement of quality of service in the hotel sector. The ratings of guests’ expectations and calculations of SERVQUAL gap (discrepancies between expectations and perceptions), has been the most reliable method in estimating the precise diagnosis of quality deficiency. The findings of questionnaire research aimed at measuring the service quality in spa hotels are presented in this paper. The research was conducted in hotels of the third category (three-star hotels) which are located in the most visited spa centers in Serbia: Vrnjačka banja, Niška banja, Soko banja and Mataruška banja, during the months of September - November 2009. Service quality was measured with a model based on SERVQUAL model. The results may be important for providers of hotel services and contribute to the advancement of business through the adjustment of the product needs of hotel guests.</span>
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