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QUALITY AND CUSTOMER EXPECTATIONSERVQUALThis study an service quality and customer expectations from services aimed to find out the underlying consequences of providing service with customer orientation in the best qualityCompanies provide a quality service to customers when they either meet or exceed their expectations Many companies make the fundamental mistake of assuming that they know what their customers expect and through that lose customers The researcher has searched and analyzed the literature produced by several well-know authors and researchers to have an overview of the subject Parasuraman Zeithaml and Berry PZB are the most important persons in the field of service quality analysisIn the following pages youre going to read about their well-know study called SERVQUAL In this study service quality is measured by low well the service level delivered matches customer expectations PZB developed this SERVQUAL instrument for measuring the gaps between wished and actually delivered service They developed likert-type scales for testing several factors like tangibility reliability responsive competence courtesy credibility security access communication and understanding the customer The analysis and more over is explained in the following pages The researcher developed this study in order to have a framework related to the expectations of Turkish consumer from the serviceQUALITY IN SERVICE AND CUSTOMER SATISFACTION ANALYSIS LITERATURE REVIEWIn these days of intense price competitionservice marketers often complain of about the difficulty of differentiating their services from those competitorsTo the extent that customer view the services of different providers as similarthey care less about the provider than the priceThe solution to price competiton is to develop a differentiated offerdelivery and imageSevice providing companies can differentiate their service by delivering consistently higher quality than its competitors doLike manufacturers before themmany service industries have now joined the total quality movementHoweverdefiningmeasuring and building quality of
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