After studying this chapter, you will be able to:
Understand the way consumers perceive service quality
Identify the determinants of service quality
Describe the managerial process for service quality
Understand the service quality audit
Star Diagnostic Centre (SDC), established two decades ago, has been functioning on the strength of its relationships with local doctors and hospitals that suggest the centre to their patients. This formula served Star very well till two new diagnostic centres came up which caused many of its old clients to switch loyalties and patronize the new centres despite the doctors and hospitals advising them to visit SDC. Since the time it was established, SDC never ...