Perception or reality? Available to Purchase

Focuses on customers′ bad service experiences and the fact that these stick in the mind of the customer, even if it may only be a one‐off occurrence. Shows that correcting customer′s negative impressions is not the easiest road to embark on, but once communication channels are open it is possible to remedy a whole host of service failures. Provides a number of case examples of organisations that have improved their service quality.