Academic-Capital

The business proposition and the customer’s perception of that proposition create the service concept. It is a mutual and shared understanding taking into consideration both vantage points that blend into a total picture. What the company is offering (business proposition) may be perceived differently than what the customer experiences (customer perception of service). The two perspectives create a true service concept. As an example, a restaurant may offer a friendly environment with high quality food at an affordable price. The customer frequents the restaurant and experiences rudeness by the staff with mediocre quality food at an affordable price. The business proposition and customer perception do not match and this leads to dissatisfaction and lost future business. Perhaps there were some recent changes in the business? Due to slow sales and lackluster profits the restaurant decided to reduce dish quality and keep the price at previous levels. They have also cut bac