This study investigates whether hotel customers use a multi-expectation framework as a comparison standard in the evaluation of hotel services. The study sample consisted of two-star, three-star, four-star, and five-star hotels in Nevşehir, one of the major provinces of Cappadocia, Turkey. The evaluations of 241 respondents demonstrated that hotel customers use two types of expectations (desired and adequate) as a comparison standard in evaluating hotel services. The results also suggest that, in general, hotel customers have a narrow zone of tolerance between these expectations. Hotel customers have the narrowest zone of tolerance on the ‘empathy’ dimension. It is concluded therefore that hotel customers are not likely to accept heterogeneity in hotel services, particularly in the area of ‘empathy’.
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