ABSTRACT
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.
