1 DISTINGUISHING PRIOR SERVICE ATTRIBUTES FOR CUSTOMER SATISFACTION BY DUAL IMPORTANCE MAPPING Meltem CABER 1 , Tahir ALBAYRAK 2 and Nilüfer ÜLGER 3 1 (Assistant professor). Akdeniz University, Faculty of Tourism. Campus, Antalya-Turkey. Tel: +90.242. 227 45 50, Fax: +90.242. 227 46 70, E-mail: meltemcaber@akdeniz.edu.tr 2 (Assistant professor). Akdeniz University, Faculty of Tourism. Campus, Antalya-Turkey. Tel: +90.242. 227 45 50, Fax: +90.242. 227 46 70, E-mail: tahiralbayrak@akdeniz.edu.tr 3 (Post-graduate student). Akdeniz University, Institute of Social Sciences, Tourism & Hotel Management Programme. Campus, Antalya-Turkey Abstract Today, healthy living has become a philosophy of living for many people in the world. As a result, numbers of the people who attend to the fitness centres dramatically increased. Another result was the increasing numbers of fitness centres and the growing competition amongst them. For being successful in this competition, service quality and customer satisfaction are seen as a must both by the academicians and the practitioners. However, decision of the prior service attributes which have to be favoured financially for increasing customer satisfaction, is also a crucial mission for the company managers. Herein, some statistical methods are offered by the academicians (regression analysis, importance-performance analysis, dual importance mapping e.t.c.) who aim to offer proper managerial solutions. Dual Importance Mapping of Vavra, is one of these methods which argues implicitly derived and explicitly stated importance differ to each other. In this study, service dimensions of a fitness centre in Antalya, Turkey have been evaluated by using Dual Importance Mapping. Keywords: customer satisfaction, attributes, fitness centre, dual importance mapping