Current approaches to service design and service quality have provided second order principles that fail to account for underlying cognitive processes of customers in service encounters. It is proposed that behavioral science research should be used to address this shortcoming, and five “first order” principles are presented based upon a review of the behavioral science literature.
Chase, R. (2004), "It's time to get to first principles in service design", Managing Service Quality: An International Journal, Vol. 14 No. 2/3, pp. 126-128. https://doi.org/10.1108/09604520410528545Download as .RIS
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