Abstract

Researchers in marketing field attempt to differentiate between service quality definition and customer satisfaction concept. The current conceptual paper will provide differences between the customer’s opinion about the service quality and the his/her satisfaction level about the service.

These two variables have been examined in many service industries, tourism industry is one of them. The current conceptual paper highlight the difference between these two variables with implication in tourism industry.

Understanding the contrast is important for researcher when defining and measuring both variables in same research. These two variables have proven in many industries that they have influence on the customers future behavioural intentions.

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