Introduction.In Today’S Economy, Customer Needs Continue

Honest dealing: The customers may need to ask for a refund if they are dissatisfied with the goods and make sure they can make a complaint.

Excellence in customer service is the objective of all organisations wishing to be successful. However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations often fail to get close to their customers and correctly read their expectations.

Different customers have different expectation than others: one could like the same hotel and everything but another person can say that the same hotel isn’t good , so we could say everyone has their own way of how they perceive things. Service quality can cover meetings and exceeding customer expectations (Zeithaml and Gronroos,

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

Service Quality as described by (William G. Zikmund, 1993) “is the degree to which the performance of service provider’s matches customer expectations. It can also be defined as those essential characteristics of a service that measures its excellence”.

In order to be successful the business has to offer to its customer nothing less than perfect service that is preciously according to the customer needs and demands (Johnson, 2005).

Customers realize that the current system is not flawless. Companies see that providing better service quality will create and obtain the customers loyalty, continuation of business and enhance the quality of the organization. Service quality is suppose to be consistent, reliable and accountable

It is considered that the most critical thing for a company is to effectively and efficiently deliver the service to the customers. It does really matter which industry the organization is operating in, the features of services have be taken very seriously and in addition to that, customers have to be satisfied in order for the organization to grow. It has been argued by numerous scholars that the primary need of the customers in the modern business world is to have a good experience, along with added value to be served to them. It is important to note that regardless of the capabilities of a product, the organization is not likely to be successful in accordance with its full potential if the offered

Business and customer service interaction have played a huge part in the great world we live in today. The opportunity for success in business wouldn’t be available if companies did not recognize the importance of treating customers’ right. Customer’s do not purchase from or support companies who do not deliver good service. There are many factors that can provoke poor Customer Satisfaction. The evolution of

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these

Gronorous(2000,p.46) “ service is a intangible activities which take place between customers and employees for interaction or physical resolution or services of service provider to solve the clients problems “ Fogli (2006,p 4) “Service is the global judgement of the inferiority or superiority of the corporation " “ customers satisfaction is the comparison of performance expectation and evaluation of the company”(Goode & moutinho 1995). “Customers satisfaction is the feelings towards services & products of customer.There are different antecedent of satisfaction differ from customers to customers which is global. “(Taylor & Baker 1994).Bhatia 's(2008)most concern on customers loyalty

Q3 Contemplate your own recent experiences as a service consumer. On which dimensions of service quality have you most often experienced a large gap between your expectations and your perceptions of the service performance? What do you think the underlying causes might be? What steps should management take to improve quality?

Parasuranman et al (1985) is one of the cornerstone studies of service quality, which gave the definition of service quality as the discrepancy between customers’ expectation for service and their perceptions of service performance they receive. The three authors further developed a comprehensive measurement set of service attributes called SERVQUAL. An appliance repair and maintenance firm, several retail banks, a long-distance telephone provider, a securities broker, and credit card companies. ERVQUAL is a 22-item scale which measures service quality from five perspectives; reliability, responsiveness, assurance, empathy, and tangibles (Parasuraman et al, 1988). SERVQUAL has been widely used as criteria of evaluating service quality (e.g., Reidenbach & Sandifer-Smallwood, 1990; Tan & Pawitra, 2001; Markovic & Raspor, 2010). Zeithaml et al (1990, p. xi) applauded

In the current competitive environment, satisfying customers has emerged as the primary challenge for many service companies. Emerging technologies, rising and ever changing customer expectations has significantly narrowed the quality gaps, thus thrusting customer satisfaction into a preeminent role in achieving a sustainable competitive advantage. Service quality is clearly essential for organizational success and is typically defined in relation to exceeding customer expectations (Humprey, 2004). Customer perceives services

Johnston and Kong (2011) defined service quality using two perspectives; operational service quality and customer perceived quality. In their study, they noted that operational service quality is the operation’s assessment of how well the service was delivered to its specification as defined in operational procedures, training manuals while customer perceived quality is the customer’s judgement of the quality of the service; their experience and the perceived benefits when in comparison to their needs and expectations.