Focusing on customer problems to improve service quality
- 1 April 1989
- journal article
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 3 (4) , 5-14
- https://doi.org/10.1108/eum0000000002495
Abstract
Proposes that service quality can be improved by focusing on customer problems. Describes a problem‐centred research program used to establish the types and pervasiveness of customer problems and to evaluate the effect of each on customer satisfaction. Makes it possible to identifycritical problem areas and to establish service priorities accordingly. Offers recommended guidelines for designing and conducting problem‐centred consumer research.Keywords
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