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2.Award:0 out of 10.00 pointsMeasuring Service QualityRead the overview below and complete the activities that follow.In many respects, service quality represents a formalization of the measurement of customer expectations of a service compared toperceptions of actual service performance. The playing field for service quality is the service encounter, which is the period during which acustomer interacts in any way with a service provider. The basis of the gap model of service quality is the identification and measurement ofdifferences in five key areas of the service delivery process.This activity is important because marketing managers need to understand how to measure service quality in order to determine what servicequality means from the customer's perspective.The goal of this exercise is to demonstrate an understanding of the five dimensions of service quality.The SERVQUAL measurement scale can be adapted to almost any application to gain customer insight.

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Term
Spring
Professor
N/A
Tags
Service system, Drag and drop, SERVQUAL

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