In today’s ever growing service sector, it is necessary to identify stakeholder expectations, their priorities and to focus on corresponding quality characteristics for improvement. Servqual surveys and House of Quality studies are two commonly used approaches in service quality improvement. However, their joint use for a stronger approach has its own scale and analysis problems, which are resolved in this study and a new House of Quality approach is proposed based on Servqual. This approach is implemented at General Surgery (GS) and Internal Medicine (IM) services of a hospital. Besides, quality dimensions of the service have been identified and Servqual scores of the dimensions have been calculated. The relationship between Servqual scores and demographic features has been analysed, and it has been identified whether or not there is a significant difference between these features and perceptions about services. Converting ordinal scale numbers of Servqual to the ratio scale ones allows use of Servqual survey results in the modern House of Quality. It is shown that how survey results can also be used in the House of Quality planning matrix to determine the highest priority service quality characteristics. These characteristics are recommended for setting quality improvement targets and strategies for the service sector in further studies.