Description

Managing a service operation is a mammoth task on the part of the service providers due to its intangible characteristics. This requires the service providers and the employee involved need to understand the concept of service, service delivery and service quality. As the consumer has a key role in the evaluation of the services, it is imperative that service providers must have a clear understanding of customer expectations and perceptions. This understanding would help to enhance the marketing strategies that are unique to services marketing, such as service customization, managing evidence, making the service tangible, and synchronizing supply and demand.

Service quality is more difficult for the customer to evaluate due to its intangible nature. Perception of service quality is a result of customer comparing his / her expectations with that of the services delivered. Quality evaluations are not made solely on the outcome of a service; they also involve an evaluation of the process of service delivery.