Chapter 5

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Table of Contents
Chapter 5 --- Understanding Customer Expectations and Perceptions Through Marketing Research
PPT Slide
Common Research Objectives for Services
Research --- Key Vehicle for Understanding Expectations and Perceptions
Figure 5-1 Criteria for An Effective Services Research Program
Qualitative Research
Quantitative Research
Measures Priorities or Importance
Portfolio of Services Research
Stages in the Research Process
SERVQUAL
Zone of Tolerance Charts
PPT Slide
Figure 5-6 Importance/Performance Matrix