Poorness or non-existence of customer satisfaction measuring systems could
cause the hotel companies to be lacking in market orientation (Camison, 1996).
Attributes of the service and product that add value for the customer and increase his
or her satisfaction might be unknown and that gives no guide to the hotel operators
for improvement projects. Therefore, the purpose of the study was to assess the
expectations and the perceptions of service quality dimensions towards the hospitality
industry in Bangladesh from the hotel guests’ perspective by applying a modified
version of the SERVQUAL model (Parasuraman, Zeithaml, & Berry, 1988).