Although quality and service are important, it is customer satisfaction we are really seeking. It is satisfaction that produces customers that come back recurrently. It is this recurrence that produces profitability. We do not have to re-sell satisfied customers. Satisfied customers do not return products or complain.
Satisfied customers recommend our services or products to others.
They do not recognize that they are different. They take the quest for quality and service as primary and assume satisfaction should follow. From a historic perspective, the quality movement operates from a manufacturing mind set. The distinctions emerged in the writings of W. Edward Demming, Joseph M. Juran, and Philip B. Crosby. In their original formulations they each listed 14 to 16 main points necessary to insure quality.