Customer satisfaction with a company’s products or services is often considered as the key factor to the company’s success and competitiveness focused on a long-term period. According to a common opinion, customer satisfaction determines customer retention in the relationship marketing context allowing the generation of larger profit. The overall purpose of this thesis was to study the general correlation between the quality of services in tourism, namely in accommodation sector, and the level of customer satisfaction, by applying personal experience and gained knowledge, based on statistical data and examples of the case company.

This paper involves a critical examination of the relation between service quality and service satisfaction and an analysis of the research. The study utilized both quantitative and qualitative research methods. In terms of quantitative method, a questionnaire was used as a tool for collecting data from tourists who were using accommodation services. For qualitative analysis, users’ feedback and company’s performance analysis were utilized along with individual experience. The theoretical framework explores conceptual models and techniques for a better understanding of service quality characteristics and customer satisfaction.

Key results of the research indicated the positive correlation between customer service quality and customer satisfaction. The results revealed that customers tend to have various expectations regarding the potential service experience and it is important to be thoughtful towards the clients in order to succeed and benefit in the market through implementation of various marketing and operational techniques.