A Critical analysis on Service Quality and Customer Retention

The service industry accept an obviously basic part in the economy of various countries. In today’s global competitive environment delivering quality service is considered as an essential strategy for success and survival. Service quality in the management and marketing literature is the extent to which customers' perceptions of service meet and/or exceed their expectations for example as defined by Zeithaml et al. (1990). In this paper, the topic is approached via extensive searches of relevant service quality. In order to generate sound strategy, it is essential to priorities the importance of service quality concepts and the paradigm shift in service quality in which customers are placed as value co-creators to increase customer satisfaction with products/services offered.