
16 Designing Service Excellence
emotive spectrum: poor or superior quality. Customers, as social beings, are
often able to very quickly distinguish between good and poor quality service.
A “couldn’t care less” attitude on the part of the service provider may be a
readily recognizable sign that the service will be poor quality. Superior qual-
ity may be equally easily recognizable by a service provider’s attentiveness
and concern. Service quality may fall anywhere between these two extremes.
For both parties in a service transaction, quality perception is a matter of
social rapport and sensitivity.
Service and Trust
The trust element means that deliv ...