Abstract
Service quality is becoming an increasing more important concern for marketing managers and executives. Many studies have been initiated to define service quality and to develop conceptual models for its implementation. In this paper we demonstrate the usefulness of Pareto analysis, Ishikawa cause and effect (Fishbone) diagrams, and process control charts as techniques for aiding management in the control of service quality. Difficulties which may be encountered when using traditionally product oriented quality control techniques in the service marketing environment are discussed.
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Guiffrida, A.L., Messina, M.J. (2015). Quality Control Techniques in Services Marketing. In: Thomas, E., Rao, S. (eds) Proceedings of the 1988 International Conference of Services Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17317-7_20
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DOI: https://doi.org/10.1007/978-3-319-17317-7_20
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