Your Customers' Perception of Quality

xviii  •  Introduction

Unfortunately, this type of survey may warp or entirely miss issues

that cross organizational boundaries, as when ight crews get blamed

for being short-tempered about carry-on baggage that should never have

been allowed into the cabin in the rst place. Customers tend to form

opinions regarding such benets as service, convenience, and safety that

cut across the functional areas of an organization. … In addition, having

a survey instrument that better captures the customers’ perception of the

company makes the data easier to analyze. We are able to explain more

variation in key customer evaluations and behavior ...