To assess service quality, it is necessary to understand both customers' perceptions and their expectations.

Question

BlackTom AI · Accepted Answer

Consider the statement about assessing service quality. 
Option 1: True. The idea behind many service quality frameworks (e.g., SERVQUAL) is that there is a gap between customers’ perceptions of the service they received and their expectations prior to the service. Understanding both perceptions (how they experienced the service) and expectations (what they hoped for) is essential to measure and improve quality. 
Option 2: False. This would suggest that only perceptions matter or only expectations matter, but in practice both elements are necessary to gauge the gap and to identify where expectations exceed or fall short of actual performance. Relying on perceptions alone would ignore what customers anticipated, while relying on expectations alone would not reflect actual delivered performance. 
In summary, a comprehensive assessment of service quality combines how customers perceived the service with what they expected before receiving it, enabling meaningful diagnostics and improvements.

To assess service quality, it is necessary to understand both customers' perceptions and their expectations.

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