... interviewed and the critical incident technique (CIT) was employed with 60 rural consumers. Findings The service priorities of rural service firms and their customers do not match. The businesses privilege tangible aspects of their service delivery, but the primary cause of customer satisfaction...

...Jacques Martin; Claudio Baccarani; Jacqueline A. Douglas; Robert McClelland; John Davies; Lyn Sudbury Purpose The aim of this paper is to compare the use of critical incident technique (CIT) for gathering student feedback in higher education (HE) with the more traditional and commonly used...