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Service quality evaluation is one of the main issues that have recently drawn managers’ and researchers’ attention. The definition of an evaluation standard not dependent on any particular service context has determined the popularity of many different quality tools. In this paper we show a comparative analysis of the affected tools that are widely used. These are summarized in an orientation map. Moreover we present some results of an experiment carried out with two of the major quality tools (SERVQUAL and QUALITOMETRO). The results identify good qualities as well as weaknesses for both tools. Possible improvement strategies are presented.