Quality of a product (or service) may be
observed as its features by means of which certain
needs of customers are satisfied. Theory and practice
of marketing introduce various approaches to quality
rating of certain products and service that mainly
depend on the subject of analysis of that complex
problem. The fact is that consumers observe and rate
the same product differently, based mainly on their
own motives and attitudes. According to the fact, that
consumer‟s attitude on the quality is a key issue of
quality level; measurements must be based on field
investigation of the consumer population. Taking into
account the aforementioned, the main objective of this
paper is to assess the expectations and perceptions of
the guests staying in spa hotels, to calculate the
discrepancy between the experienced and expected
service quality and estimate which determiners are
considered the most significant by the consumers.