Customers have become increasingly more sophisticated in their knowledge of the product and service quality. Their lifestyles have become complex. Consequently, they have become more demanding and their needs and wants have become more intense. This has taken customer satisfaction from an option to an imperative for success in today's competitive modern economy. This study identifies the key performance measures through exploratory research of the voice of customer. The descriptive consumer research on these identified measures was carried out by gathering the voice of customer on perceptions and expectations (Expected quality and Revealed quality) of these measures. The service gaps, when analyzed for servicescape design, highlighted the processes, which need improvement, retention, and those that require reduction in the impact to conserve the resources since these were not the critical measures as per the voice of the customer. Further, the study has analysed the variation in the delivery of each critical measure process to highlight the domain of concern for the perfect delivery of the process.
Voice of customers, Servicescape, Service Quality, QFD
