Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

The Heart of Quality Service

The Heart of Quality Service

The heart of quality service
Sidney J.Levy

In discussing the topic of quality, it is customary to talk about what might be done to increase the excellence of products and services, how to make things better. Of course, not everyone wants or can afford the same level of excellence, so there are degrees of quality and service. Figure 11.1 shows a ladder of service quality, to suggest such degrees. To explore what lies behind this ladder, I will take a semiotic approach to the topic by exploring thoughts about the core meanings of the terms quality and service.

Quality is a central issue in marketing. The word is used casually and frequently. It is such a common claim that we might expect its ...

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