There are two distinct perception of quality measurement: Internal ad external. Accordingly, internal perspective defines quality as zero defects, that is, doing it right on the fist attempt, or conforming to the requirements. The external view accounts for the perceptions, expectations, satisfactions, attitudes and delight derived by the customers.
The external view is apparently gaining importance in the light of increasing tastes, awareness, and growing expectations of the customer. In particular, Parasuraman, Zeithaml and Berry (1985) seems to have captured it well they defined service quality as the extent of discrepancy between consumers view point and their expectations with regards to different dimensions of the service quality, which can affect behaviors in the future. In other words, service quality to a customer depends on the rating of his or her perception and the expected service. In a sense, this very definition shows clearly the elusiveness, indistinctiveness, and the abstract nature of the concept of service quality. Its measurements are not accurate and are subject to personal judgment which varies across individual customers. It is therefore not possible to have a single unit measuring service quality. A product or service is thus rated satisfactory on the basis of the discrepancy between expectations and perception which in itself is susceptible to wide variations.
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