ABSTRACT
This chapter provides some information about the importance of good customer service. Customer predictions, or expectations, can be positive ideals. An expectation may be the wished-for level of performance that would completely satisfy the customer. Customer expectations also can be negative, based on previous experiences that were perceived as inadequate. Those predictions might emerge from what customers think typical service looks like, or their beliefs that what is advertised usually differs from the real thing. Events that occur before a customer gets to the environment also may determine satisfaction levels. A customer in a very good state of mind may be more accepting of disappointments. Moments of truth determine how a customer feels about an organization and its employees, and they can determine future loyalty. Unfortunately, moments of truth are not cumulative. Customers generally do not consider their many experiences with an organization. Rather, it is the last contact, good or bad, that affects their opinion.
