SERVICE QUALITY PROCESS

have become more aware of what they want. Several theorists have studied the aspect of quality and its relationship with production of goods and services and have postulated various philosophies which emphasize on the need for managers to consider its inclusion. These theorists hold a common view that quality is an important aspect of production which enhances customer satisfaction. However, it is a continuous process which begins with researching on what customer expectations, needs and wishes are. Various alternatives are developed to suit the varying tastes and trends in preference before particular services are developed. Service quality, however, has its own limitations and challenges as compared to product quality. Since most customers lack proper information on the quality of service they would require, it sometimes becomes difficult to determine the right qualities that truly reflect the wishes of service consumers.