A. Parasuraman

A. Parasuraman is a renowned researcher in the field of marketing and services. He is best known for developing the concept of SERVQUAL, a tool used to measure service quality by comparing customers' expectations with their actual experiences. His work emphasizes the importance of understanding customer perceptions and improving service delivery. Parasuraman’s insights have significantly influenced how businesses approach customer satisfaction and service management, highlighting that meeting or exceeding expectations can lead to loyal customers and business success. His contributions are widely cited in both academic research and practical applications in various industries.