Measuring customers′ perceptions and expectations can be very difficult. Suggests how to avoid these difficulties and presents a proven measurement system. Asserts that to be successful it is necessary for service to be addressed in the same way as traditional business strategies. Discusses customer surveys and the resulting customer perceptions and expectations. Suggests ways in which the problems might be overcome. Concludes that an assessment figure is more easily understood when it is obtained from a sound system, and that results should be used positively to achieve service improvement. Advises having a long‐term service plan to ensure later efforts are pertinent and financed.
Morris‐Cole, M. (1991), "Effective customer care", Managing Service Quality: An International Journal, Vol. 1 No. 3, pp. 167-170. https://doi.org/10.1108/EUM0000000003144
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