首先要指出两个要点。第一,顾客乃服务质量的唯一裁判。顾客通过他们对所得到的服务和所期待的服务相比较来评价服务质量优劣。一定公司只有一贯满足顾客的期待,方能赢得优质服务的好名声。第二点是,管理者们是如何容易忘记第一点的。通过调查,我们已能找出顾客用以裁判企业服务质量的五个基本尺度:1.直观——有形设施、设备、人员和通信器材; First of all, we must point out two main points. First, the customer is the sole judge of service quality. Customers evaluate the quality of service by comparing the services they receive with the services they expect. Certain companies can only meet the expectations of their customers and win a good reputation for quality service. The second point is how easy it is for managers to forget the first point. Through the survey, we have been able to identify the five basic criteria that customers use to judge enterprise service quality: 1. Intuitive – physical facilities, equipment, personnel, and communications equipment;