Tóm tắt
Truths and myths in service quality are presented under five
headings. The first concerns the alleged differences and similarities
between goods and services and what impact these have on quality
management. The second explores the question: Does service quality cost
or is quality free? A major problem with service quality is variability
and limited capability and robustness of the service production process;
this is treated as issue three. The fourth issue presents the
“love factor”, referring to the fact that particularly in
some service areas‐the care sector and education being obvious examples
– quality can only be created if the services provider
demonstrates more than objective skills and perfect systems; there is
need for a loving and caring relationship with the customer. Finally,
the “peanut syndrome”, which addresses the question of how
high customer expectations should be raised, is noted.
