1. using the example of buying an iPad (or phone) through the internet explain what is meant by perception and expectation in service quality?
2. What is customer confidence and why should you know what it means? Use the example of internet shopping to explain.
3. Define ‘fuzzy expectation’ and ‘zone of tolerance’? Give examples from your own experience of your first day attending university.
4. Service management is often called promise management. Why?
5. Should you over-promise and under-deliver, under-promise and over -deliver, or simply deliver what you promise?
6. Explain Gap 1 and Gap 2 in the simplified gap model given in Figure 5.3. Use an example from your own experience to explain the gaps.