summarize Customers today pay more attention to service issues than to the physical goods themselves. One study found that customers are five times more likely to switch because of perceived service problems than for price concerns or product quality issues. Another estimated that the average company loses as many as 35 percent of its customers each year, and that about two-thirds of these are lost because of poor customer service. Thus, an understanding of service-related needs and expectations is important. For services, research has identified five principal dimensions that contribute to customer perceptions of quality