Service Quality and Customer Satisfaction in Hotel Industry (case study: Mashhad hotels)

The aim of this study is survey and prioritizes of the Mashhad city hotels mixed service marketing. By study earlier research, designed the special conceptual model and the quality service of hotels has been survey and assessment by using a Booms and Bitner marketing mixed model. In this study, required data by using the review documents and researcher made questionnaires, have been collected from 196 individuals of Mashhad city hotels customers and 90 individuals of managers and experts of these hotels. The results show that total service quality of hotels in Mashhad is located in the acceptable level and customers are satisfied with the quality of services provided. There is a difference between view of customers and managements and experts. Also the place mixed is the most and the price mixed has the lowest importance except in mixed price and location, there is difference between the views. Prioritize of services marketing mix is different from the view of Mashhad Hotels customers.