EXPLORING THE RELATIONSHIP BETWEEN PERCEPTION AND PERFORMANCE - PRIORITIES FOR ACTION

This article brings together several empirically based works on servic e quality. Irs purpose is to derive a set of quality functions to help managers and academics understand and explore the relationship betwee n service performance and customer perceptions of that service perform ance. It is suggested that managers need to assess the quality functio ns associated with four types of quality factors to help them identify priorities for action and gain the best perceived outcome from their quality improvement activities. Some techniques which can help identif y the various types of factors are discussed.