Focusing on customer problems to improve service quality

D. Randall Brandt, Kevin L. Reffett

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


Service quality can be improved by focusing on customer problems. A problem-centered research program can be used to establish the types and pervasiveness of customer problems and to determine the impact of each on customer satisfaction and dissatisfaction. This information, in turn, makes it possible to pinpoint critical problem areas and to establish service priorities accordingly.

Original languageEnglish (US)
Pages (from-to)5-14
Number of pages10
JournalJournal of Services Marketing
Issue number4
StatePublished - Apr 1 1989
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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