Improving the Quality of Service

More often than not when “quality” is under review in the organisation the focus tends to be very much product‐oriented. Whilst clearly product quality is a vital factor in achieving success in the market place, it should also be remembered that the customer buys much more than a set of tangible features when purchasing a product or service. Indeed, it is often the “intangibles” that surround and augment the product that determine the customer's choice between competitive offerings. The focus of this article is on one of the major elements that forms a part of this “product surround”—customer service—and on the need for a strategy of quality in this vital area.