Author Description

This book contains a variety of theory-based and practice-driven approaches for improving service quality. Among these approaches are: the notion that `core service can only lead to customer evaluations ranging from `neutral' to `dissatisfied'. The book also includes practical information on measurement instruments for service quality in railway services, tourism, universities, advertising agencies and accountants; and methods for providing help and support for managers who want to measure service quality in their own organizations. It advocates that service processes and immediate campaign results of advertising agencies are the most important drivers for quality perception of business customers throughout the whole business relationship. Other approaches discussed are hands-on instruments for business-to-business market research such as the customer value workshop for identifying the key customer values and a new self-organizing approach to service planning.