TY  - JOUR
AB  - 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.
VL  - 1
IS  - 3
SN  - 0960-4529
DO  - 10.1108/EUM0000000003144
UR  - https://doi.org/10.1108/EUM0000000003144
AU  - Morris‐Cole Martin
PY  - 1991
Y1  - 1991/01/01
TI  - Effective customer care
T2  - Managing Service Quality: An International Journal
PB  - MCB UP Ltd
SP  - 167
EP  - 170
Y2  - 2024/04/16
ER  -