APPLYING A MODIFIED SERVQUAL MODEL IN THE EVALUATION OF THE QUALITY OF HOTEL SERVICES, ON THE EXAMPLE OF THE WESTERN MORAVA SPA ZONE

Developing steps to promote qualities of hotel service is the main precondition for successful business and survival at the market. Service quality is of the greatest importance for keeping the guests and crucial indicator of future economic activities. Demand for better quality of products and service is one of the most important strategic priorities that hotel companies have to manage with. This study will present the results of poll survey directed towards service quality measurement in spa hotels of West Morava Region. The model used for service quality measurement in spa hotels is developed upon SERVQUAL model.