4. What is a good working definition of the term "quality"? Why is achieving high quality important? What are some approaches to improving quality currently being practiced in the United States?

5. Think about your own recent encounters with service providers such as restaurants, theaters, car repair facilities and banks. Identify and describe one service experience that met or exceeded your expectations and another that left you dissatisfied. What characteristics stood out in each case? How did your experience relate to the concept of a servicescape? How could the service provider that disappointed you improve its performance?