Examination of Customer Expectation & Experience of Service Quality

The Chapter 1 of the book introduces the research question, research aims, justification, background for the research, and the methodology employed to evaluate the customer expectation and experience of service quality at service organisations. Chapter 2 constructs a background for the research aims and encompasses/defines various aspects such as service, service quality, customer satisfaction and experience of service. The service quality models/frameworks (SERVQUAL and GAP) and their relevance to measure customer satisfaction and service quality are been associated to appropriate theory. Chapter 3 cultivates to discuss about the research strategy, approaches, philosophies and procedure used in the research to analyse the major limitations and collect primary data about the service quality delivered at Starbucks. Chapter 4 explains how the methodology was applied and presents findings on both primary and secondary data sources. The major findings help to analyse the reasons for the gap between customer expectation and perception of service quality in Starbucks. Chapter 5 analyses the findings and draw a conclusion about the research aims and research questions.