FN ISI Export Format VR 1.0 PT J TI Analysis of customer’s expectations of services during the pre-booking phase and development of possible measures to improve the booking ration and service quality of Kontiki Reisen AF Karklina, Annija AU Karklina, A AB The key success factor of service companies is the quality of services delivered. However, every customer perceives the service quality differently based on expectations built beforehand. The aim of this Bachelor Thesis is to develop measures to improve the service quality and booking ration of Kontiki Reisen AG by analysing the existing and potential customer’s perceived service quality gaps. The focus has been set on the quality of services of the pre-booking phase to determine what insufficiencies customers perceive, hence do not book their trip via Kontiki Reisen AG. The literature review reflects the characteristics of service, its quality and the SERVQUAL Model which is used as a basis for the survey. The survey data has been analysed according to the five dimensions of the model, individual gaps of each dimension are identified and the possible reasons for occurrence of the gaps interpreted. Finally, with the insights from the literature review and the analysed data from the surveys, the recommendations for narrowing the gaps, thus improving the service quality are outlined. ER