Original Research

Internal service quality enhancement for external appeal: A South African perspective

M. Fletcher
South African Journal of Economic and Management Sciences | Vol 2, No 1 | a2568 | DOI: https://doi.org/10.4102/sajems.v2i1.2568 | © 2018 M. Fletcher | This work is licensed under CC Attribution 4.0
Submitted: 03 July 2018 | Published: 31 March 1999

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M. Fletcher, Department of Marketing, University of Pretoria, South Africa

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The main problems in service quality programmes seem to stem from methods and strategies used rather than actual service quality improvement itself. The present study is based on a questionnaire survey of organisations that had in fact implemented a service quality strategy. Several organisations studied here, indicated that the implementation of these programmes without measuring results, ended up wasting resources on non-value adding uses. This can be partly attributed to the complexity of available software. Another problem arises because organisations fail to understand the dynamics of change. Service quality was thus seen as a quick fix, treating symptoms instead of underlying problems. This study concludes that organisations should implement such strategies not only with commitment but correct and with relevant information and knowledge.


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