Service quality pioneers Zeithaml, Berry and Parasuraman (1985) identified that service quality, reduced service problems and the capacity to promptly and appropriately resolve problems when they arise are significant factors that enhance customer retention, loyalty and referrals.

The challenge here is to do these three core service activities in a cost effective manner that either meets or exceeds the real expectations of the customer. As you will read in another article this does not mean providing a ‘5 Star’ level of service when the customer is expecting a ‘2 Star’ level. It means what it says – providing the level of service expected by the customer at a fair exchange for that service.

Think about it. You are already a potential expert on good service.

“What, I’m an expert?” you might say.

A potential expert.

You spend an enormous amount of your time as a customer, whether in a retail or hospitality context, or as a customer of other colleagues while at work. You know when you receive good service, just as you know when you receive bad service. You know what good service ‘feels like’. Therefore, you also know what poor service feels like. It then follows that good service that helps people to feel good helps them to stay connected to the organisation.

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