The consumer is an easy target and the best you not to become the next victim of non-quality is to become informed and set a standard for the services and products that you buy. All service executives define service quality a little bit different in regard to how they perform their service. If service is the product being sold, it is essential that the quality of the service is high. The American consumer is now trying to get their money's worth out of the products or services that they purchase. Service firms have different types of customer benefits.
Some companies have immediate customer benefits, like health services.
On the other hand, some provide more enduring benefits like a brokerage firm. Christopher Lovelock's book identifies the ten determinants of service quality and offer important advice to managers on ways to improve the quality of the service and customer satisfaction. Reliability is consistency of performance and dependability. The firm should perform the service right the first time and honor any promises they offer to their customers. Responsiveness is the willingness or readiness of the employer to provide the service needed.