chapter  22
11 Pages

Learners’ Perceptions and Opinions of Quality Assurance

It is a tenet of quality assurance (QA) that an organization that claims to have a

‘customer focus’ should take the time and trouble to understand and address its

customers’ needs. Harry Gordon Selfridge, who established the famous London

store, and Marshall Field, whose store in Chicago was another shopping icon, are

often credited with coining the phrase ‘the customer is always right’. Both used

it in their companies’ advertising to make the customer feel special.