customer base must be consistent in service quality performance and direct
e orts towards improvements in quality. A. Parasuraman et al.
13
stated that
service quality is an overall evaluation of an entity’s excellence or superior-
ity and that this judgement or evaluation is similar to attitude and related
to, but not equivalent to, satisfaction. In order to provide delightful quality
19.2 Services Marketing InsightFive Myths and Truths of Service Quality
Service quality management also develops its
myths and truths. The differences identified be-
tween goods and services lead to implementation
of differentiat ...
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