Quality and productivity are twin paths for creating value for customers and the firm. However, the relationship between productivity and customer satisfaction ( and the net effects on profitability) can be positive, neutral, or negative and therefore needs to be managed carefully.

Complete the Review Questions

1. Identify the gaps that can occur in service quality and the steps that service marketers can take to prevent them.
2. What are the main objectives of an effective customer feedback system? What are examples of customer feedback tools?