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Service quality is a particularly important factor for companies since it is strongly connected with customer satisfaction, and strongly influences competitive advantage. Therefore, the measurement of quality and customer satisfaction are important factors in the success of a company. In recent decades companies have begun to understand the importance of quality and customer satisfaction, and consider their measurement as the most reliable system offeedback since, in this way they derive all the information necessary for the assessment of their performance. For this reason, companies are increasingly orientating themselves in this direction. In this article, there is an analysis of more than twenty models of service quality, which have at some time been suggested by researchers, and in their most essential elements, cover a spectrum from conventional services to internet services, including organizational and behavioural aspects. The main goal is the assessment of these service models, offering a practical aid to prospective researchers and professionals. In this way, there is a basis on which to expand knowledge and use in everyday practice. In conclusion, research is conducted using the Servqual model, showing how this model functions in analyzing service quality