Understanding Customer Role and its Importance in the Formation of Service Quality Expectations

A search of the Service Quality (SQ) and Customer Satisfaction (CS) literature reveals a gap in knowledge relating to the ‘expectation’ formation aspect of the disconfirmation paradigm. Little consideration has been given to the ‘role’ of the customer in the service encounter, albeit that the above literature mostly customer that one measure of output performance comprises a customer comparison of the various delivery components with a...