Perception or reality?

Abstract

Focuses on customers′ bad service experiences and the fact that these stick in the mind of the customer, even if it may only be a one‐off occurrence. Shows that correcting customer′s negative impressions is not the easiest road to embark on, but once communication channels are open it is possible to remedy a whole host of service failures. Provides a number of case examples of organisations that have improved their service quality.

Citation

Williams, M. (1993), "Perception or reality?", Managing Service Quality: An International Journal, Vol. 3 No. 4, pp. 23-26. https://doi.org/10.1108/EUM0000000003176