Truths and myths in service quality are presented under five headings. The first concerns the alleged differences and similarities between goods and services and what impact these have on quality management. The second explores the question: Does service quality cost or is quality free? A major problem with service quality is variability and limited capability and robustness of the service production process; this is treated as issue three. The fourth issue presents the “love factor”, referring to the fact that particularly in some service areas‐the care sector and education being obvious examples – quality can only be created if the services provider demonstrates more than objective skills and perfect systems; there is need for a loving and caring relationship with the customer. Finally, the “peanut syndrome”, which addresses the question of how high customer expectations should be raised, is noted.
Gummesson, E. (1991), "Truths and Myths in Service Quality", International Journal of Service Industry Management, Vol. 2 No. 3, pp. 7-16. https://doi.org/10.1108/09564239110007256
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