Suppose you are an expert in service quality. You consult fo…
Suppose you are an expert in service quality. You consult for service companies around the world. Your primary message is that service quality is determined by five key factors—reliability, assurance, tangibles, empathy, and responsiveness. These determinants are relatively stable across different service sectors. On a recent trip to Hong Kong, you make a presentation to Cathay Pacific, the international airline. One of the senior marketing executives with Cathay Pacific asks you, “Which determinant shows the strongest influence on customers’ perceptions of service quality?” How do you respond?