These distinguishing characteristics of services make it difficult to define and measure service quality. In the hotel industry, other attributes, such as imprecise standards, short distribution channel, reliability and consistency, face to face interaction and information exchange, and fluctuating demand have been identified and further complicate the task of defining, delivering and measuring service quality. Moreover, demand for service in the hotel industry is generally clustered around peak periods of the day, week or year, such as check-in, check-out times or holiday season and these peak periods create an environment which makes it difficult to provide consistent service quality (Barrington and Olsen, 1987; Mei et al., 1999).