Purpose Recognizing the fundamental role of quality as a means to differentiate service organizations, the purpose of this paper is to propose a strategic decision making framework for service organizations, which prioritizes performance improvement strategies that are rooted to customer...

Purpose The purpose of this paper is to discuss the need to evaluate perception-based quality in service encounters. It sets out to diagnose potential mismatches in how customers and front-line employees perceive quality in high-involvement service settings, based on the premise that any...