With globalization, the customer structure has also changed, allowing products or services to be marketed in a wider area, with a higher supply and demand. In this process, it has become possible to market the services to the masses more effectively thanks to the increase in communication opportunities, and to market the services in different markets, countries or regions with the increase in transportation possibilities. In this process, some changes should be made in the existing service quality measurement methods and, accordingly, in the production and presentation of service quality. In this section, the measurement of service quality at local and global scale and the development of an alternative model proposal are included.