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Abstract
This paper discusses controversial methodological issues in service quality research, particularly in the field of tourism and hospitality. These are illustrated by a review of recent academic discourses and by the lessons of an exploratory study of visitors' quality perceptions of tourism service providers on two European peripheral destinations. Based on the practical, conceptual and methodological lessons of this project, it is argued that service quality research has drifted into a risky territory, by constructing its own reality, rather than describing it. In the light of the discussion, it is suggested to fulfil the long claimed (but never completed) neo-service paradigm shift and to move from provider- to customer-orientation in service research.