In service societies, the tertiary sector has long become the primary sector in terms of GDP and employment. Quality research and testing means better service, and success in the service industries demands quality. Nonetheless, complaints about insufficient, inconsistent or bad service abound.
Measuring Service Performance is an appeal for an approach to quality research that meets quality criteria itself. It is a compelling argument against widespread but rather dubious dealings with measurement, data and statistics. Ralf Lisch calls for a reconsideration of the research process, focusing on content instead of method and adding meaning to results.
Written in a practical, accessible style, the book offers practitioners, as well as market researchers, MBA students and others involved in the service sector a critical discussion of 'Practical Research for Better Quality'.
