ABSTRACT
Globalization leads to greater market dynamics with increasingly fierce competition. Changes that have occurred must be responded to by companies in an effort to obtain and retain customers in the face of dynamic competition. Each company will make every effort through its competence to create something that is different from its competitors. The actions that are taken by the company should enable them to compete in the global market. The service industry has unique characteristics; high contact with the consumers and competitors are difficult to recognize and identify. Service companies should always seek to offer the most appropriate services and consumer satisfaction, to make them survive or win the competition. Some models reveal different dimensions to measure the service quality, but every dimension in general has something in common, and every kind of industry has different needs and dimensions. The influencing factor of concern in relation to improvements needs to be differentiated according to the company’s needs.
