There is a desperate need for new research that will advance customer satisfaction (CS) and service quality (SO) methodologies in the hospitality industry. This comprehensive review of the theories and methodologies reported in CS and SQ studies cited in the hospitality literature provides suggestions for future CS and SQ research in the hospitality field. First, the theoretical and methodological issues are critically reviewed. Next, major developments in CS and SQ research methodologies are discussed. The concept of importance and its role in behavioral models are included as they have been recently applied in hospitality CS and SQ research. The final section of this study is devoted to developing and proposing new directions for future CS and SQ research in the hospitality industry.
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