Unlike the quality of tangible goods, the intangible nature of services makes their quality difficult to measure. Services cannot be subjected to objective quality control tests before it is provided to the general marketplace; it is only with experience that we know how consumers perceive the quality of the services they receive. It is an important basis, which customers use for differentiating between competitors. Maintaining a consistent standard of quality in service industry becomes very difficult because of the inherent variability of personnel, as compared to machines. Service quality concept offers a way of achieving success among competing services, particularly in case of firms that offer nearly identical services. The service encounter in Service industry is the most essential as its service quality is tested at each encounter.
The study is a review of Service Quality, Customer perceived value and Customer Satisfaction in the Service Industry which are an essential for any Service firm to achieve a competitive advantage.
Customer Perceived Service Quality, Customer perceived value, Customer Satisfaction, SERVQUAL
