Essay: Abstract Nature of REquirements

Given the abstract nature of customers’ requirements, Gauging service quality has been such a daunting task. Researchers and practitioners have often resorted to direct questioning customers to mentally approximate “Performance” against their “expectations” as away of streamlining their services in conformance with clients needs.

Through such estimations, practitioners have come to believe that “perception” is a better evaluator of customers’ valuations and interests. Zeithaml and Bitner (1996) in their piece of work found out that customers hold two different types of expectations:

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