This diploma thesis deals with an evaluation of service quality
in tourism from a point of view of a customer. The goal of the
thesis is to discover aspects of a service, which lead to
customer dissatisfaction. The aim is also to discover the most
frequent answer from management. In a theoretical part of the
thesis there are introduced crucial findings about service
quality, customer satisfaction and dissatisfaction formation,
customer’s response to dissatisfaction and possible service
recovery from the side of management. In a practical part
negative on-line feedback from hotel guests is analysed, by
means of which factors of dissatisfaction can be found. At the
end there are some recommendations to management of hotels,
based on which the management is able to optimize service
quality and to anticipate customer dissatisfaction.