SERVICE QUALITY Why ly care about service quality? Poor quality puts firms at competitive disadvantage value added services may be only way to gain competitive advantage Good service quality may provide shelter from price competition Satisfied customers are valuable lost customers are expensiveSERVICE QUALITY • Why care about service quality? – Poor quality puts firms at competitive disadvantage – Value added services may be only way to gain competitive advantage – Good service quality may provide shelter from price competition • Satisfied customers are valuable, lost customers are expensive