Multiplicity of Approaching to Service Quality Development

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Muenjit Jitsoonthornchaikul


It is irrefutable that the majority of customer, unsatisfied customer is a negative experience with or without complaining, this paper proposes a definition of service quality, with the several service recovery approaching. The premise of this paper is that each service recovery approaching should have service quality development criteria that specifically fit its service model, customer expectation and customer experience. To implement this context, it is argued that an entrepreneur should be able to comprehend customer insights, there are 5 types of customer-service provider relationship relied on interaction between customer involvements and service providing. Empowered employee delegating is one approaching to empowered customer for service quality development. Furthermore, it embraced with various types of creative service innovation are creative workplace for innovation, impressed experiences, and integrated service tasks. Last but not least, to proactively compete in service industry, implications for developing service quality that promises to capture customer are given.


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Jitsoonthornchaikul, M. (2019). Multiplicity of Approaching to Service Quality Development. WMS Journal of Management, 8(3), 115-125. Retrieved from
Research Articles-Academic Articles
Author Biography

Muenjit Jitsoonthornchaikul

Faculty of Business Administration, Panyapiwat Institute of Management

85/1 Moo 2  Chaengwattana Rd Bangtalard Pakkred Nonthaburi 11120 Thailand


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