On April 3, 1993, John Woolsey, director of University Book Store, The University of Westem Ontario, was trying to decide how the Book Store should respond to a recent customer survey that had revealed student dissatisfaction with long line ups and the hours of operation. Mr. Woolsey had many options, including the purchase of a retail management system and opening on Saturdays. He wanted to decide which options to pursue before the staff met in one week to begin planning for the annual September rush. Michael Gourley, vice-president administration, had recently been actively encouraging all operating units to adopt total quality service (TQS) in their operations. Mr. Woolsey wondered how its principles might apply to his current decision