Improving the application of quality conformance tools in service firms

Explains that, as global competition changes the expanding service sector, quality will play an increasingly pivotal role in both attracting and retaining service customers. Reveals that research into service quality has addressed two important dimensions: promoting quality through the design of improved service systems; and searching for reliable instruments for measuring service quality. Proposes a procedure to help the service provider interpret service quality data to improve the service delivery system. Additionally, evaluates a two‐step control chart procedure for evaluating service operations using SERVQUAL type instruments.