Understanding the expectations and requirements of the customer and determining how well a company and its major competitors are succeeding in satisfying these expectations and requirements are the key issues of:

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Service quality and customer satisfaction are of growing concern to business organizations throughout the world, and research on these topics generally focuses on two key issues: (1) understanding the expectations and requirements of the customer, and (2) determining how well a company and its major competitors are succeeding in satisfying these expectations and requirements.

Understanding the Expectations and Requirements of the Customer and Determining