AT THE HEART
Like any organization, a major “raison-d'être” for service providers is the degree to whkh customer needs are met. Consequently, it is important to understand consumer behavior and customer satisfaction. This would/should lead to relationships to various extents. Service quality is a major factor contributing to customer satisfaction. However, it turns out that mere quality is not enough. Excellent service quality is a prerequisite to really satisfy customers and create true loyalty to the firm and the services offered. A market oriented service provider needs to adopt the eustomers' perspective in order to check whether they provide services customers perceive as better than those provided by other service providers. Summarizing services buying behavior, service quality, eustomer satisfaction and establishing relationships are at the heart of our book. These aspects will be integrated in the strategk issues (Part Three) challenging service firms and during the operationalization of the marketing mix (Part Four).