Managing the ″Intangibles″ of Service Quality

Asserts that managing service quality demands an integrated approach. Contends that top management commitment, robust operating systems, human resources management, and understanding and measuring customer needs, are essential to creating a competitive advantage. Identifies the key elements to achieving quality in the intangibles of service operations. Asserts standards of service quality must be set where possible. Concludes it will become increasingly important that organisations understand how to manage all the elements of their output, not just quality of manufactured products, but also the documentation, mode of delivery, as well as all the customer contacts in the daily operations.