A Study on the Changed Expectation of Customer of the Service Quality

서비스품질에서의 기대변화에 관한 연구

The delivery of high service quality is an evitable strategy that has been related to a success in discount store industry. Greater competitiveness has caused discount store firms to be increasingly aware of the importance of service quality to be on a competitive edge. Also, the fact that service quality leads to customer satisfaction has driven many researchers and practitioners to focus on the issue. What we suggest is that customer's expectation change of service quality cannot be regarded as two totally unrelated processes. If quality judgments are based on expectations, it is important to understand the origins of those expectation change. Therefore, if being of effecting factors between the latest expectation and the changed expectation of service quality will prove out, service firms are possible to operate efficiency quality management for getting customer satisfaction.