Importance of service quality in service marketing
Answers
From the viewpoint of business administration, service quality is an achievement in customer service.[5] It reflects at each service encounter. Customers form service expectations from past experiences, word of mouth and marketing communications.[6] In general, customers compare perceived service with expected service, and which if the former falls short of the latter the customers are disappointed.
For example, in the case of Taj Hotels Resorts and Palaces, wherein TAJ remaining the old world, luxury brand in the five-star category, the umbrella branding was diluting the image of the TAJ brand because although the different hotels such as Vivanta by Taj- the four star category, Gateway in the three star category and Ginger the two star economy brand, were positioned and categorised differently, customers still expected high quality of Taj.