In today's marketplace for fast‐moving consumer goods, many brands exist with similar characteristics. Development and maintenance of product differentiation becomes increasingly difficult to realize for manufacturers. Consequently, non‐price competition particularly by offering high quality...

The measurement of perceived service quality using the SERVQUAL approach has been criticized by a number of authors recently. This criticism concerns the conceptual basis of this methodology as well as its empirical operationalization. Presents a complementary approach to measuring service...