The increased competition in the international hotel industry has rendered the improvement of the quality of the provided services as one of the most important factors for maintaining hotels’ competitive advantage. The services provided in the hospitality industry are intangible, inseparable from the service producer, non-standardized and perishable. Due to these service attributes, the evaluation of service quality is primarily subjective and lies largely with the customers. Given that the tangible element (e.g., facili-
ties) of the service offer in the luxury hotel industry is highly standardized, reﬂecting the strong branding of international hotel chains, the services offered by employees is the part of product that it is usually difﬁcult to be standardized. Subsequently, humanresource (HR) policies, practices and provision of appropriate employee incentives are important for the creation of an environment that promotes customer-oriented behavior.