Exploring the Relationship between Perception and Performance: Priorities for Action

This article brings together several empirically based works on service quality. Its purpose is to derive a set of quality functions to help managers and academics understand and explore the relationship between service performance and customer perceptions of that service performance. It is suggested that managers need to assess the quality functions associated with four types of quality factors to help them identify priorities for action and gain the best perceived outcome from their quality improvement activities. Some techniques which can help identify the various types of factors are discussed.

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