2Principles of Knock Your Socks Off Service


Learning Objectives

By the end of this chapter, you should be able to:

• Describe the five factors that influence customers’ perceptions of service quality.

• Assess how often you use behaviors associated with each factor.

• Set goals for improving your use of each factor.

• Describe three distinct parts of the Service Promise.

• Use empathy statements when communicating with customers.

• Avoid committing the ten deadly sins of customer service.


Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all ...

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