The pivotal objective of organizations in this regard is to ensure that the quality of their service is such that the consumer has no reason to doubt it or to feel uncomfortable or unsatisfied upon making the purchase (Steingold 2008).
Business now make use of service quality measurement instruments from actual product to the augmented product in order to ensure that the consumer is provided with a quality of service that the consumer becomes accustomed to and begins to give preference to (Denove and Power 2007). Once the consumer experiences a product/service quality that is unlike any other, the business can count on the fact that the consumer has developed a tendency to return to the very same establishment (Szwarc 2005). Also, it is just as imperative to realize that the ensuring of service quality does not in any way refer to the continuous channeling of funds towards the development of the business but is an area of the business that is focused more towards the consumer (Vavra 1997). It therefore spans more than simply tangible aspects of the business with which the consumers interact.
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