Resumen de A Review of Comparison Standards Used in Service Quality and Customer Satisfaction Studies: Emerging Issues for Hospitality and Tourism Research

Yuksel Ekinci, Michael Riley, Joseph S. Chen

• This article reviews the literature on comparison standards in service quality and satisfaction research. We identify various comparison standards, which include expectations, desires, equity, and experiences employed, and critically review their application. We draw out issues that arise and put forward ways in which these can be explored in the future.