Abstract:

Intangibility and simultaneity of production and consumption attributes of services caused to the problems of quality control and evaluation of services in terms of customers Therefore several methods have been developed to analyze service quality One of the most used methods is SERVQUAL in literature In this study SERVQUAL scale is used to determine the actual level of service quality offered by kebab sellers Besides it is aimed to examine the factors in consumers’ preferences of kebab sellers and relative impotance of these factors in terms of service quality According to some important findings of the study it has been observed that consumers’ perceptions of the service were less than their expectations The difference in mean scores of expectation and perception of service quality is higher in dimensions of security resonsiveness and reliability Also reliability has the positive effect on the probability of prefering restaurants among the others Key Words: Service Quality SERVQUAL Adana Kebap Multinomial Logit

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