“Good” service is an intangible; it means diff erent things to diff erent people. But most customers would agree that “good” service refl ects the interaction between themselves and organizational...

“Good” service is an intangible; it means diff erent things to diff erent people. But most customers would agree that “good” service refl ects the interaction between themselves and organizational employees—including response time in the event of problems or questions. Frequently, only service quality separates one product from its competition. Th e need for customer satisfaction information is essential to organizations embracing TQM because poor service can be disastrous. Data indicate that 68 percent of the