Implementing “quality” in a services marketing context

Given the inherent characteristics of services, the implementation of service delivery can be problematic. Looks initially at some of the more frequent implementation problems which occur in service organizations. Considers a framework for identifying and recognizing the details involved in implementing service quality by starting with the customer’s perspective. Uses this as a basis for identifying appropriate aspects of the company’s perspective during service delivery. Finally, following on from the earlier debate, considers the managerial implications for implementing consistent service quality.