Zeithaml & Bitner

Zeithaml and Bitner are scholars known for their work in service marketing and management. They explored how customers perceive services and the important factors that influence their satisfaction. Their research emphasizes the "service quality" model, which identifies five key dimensions—tangibles, reliability, responsiveness, assurance, and empathy. These elements affect how customers assess their experiences with a service. Their insights help businesses understand what customers value, allowing them to improve service delivery and enhance customer loyalty. Essentially, their work provides a framework for understanding and improving the service experience from a customer's perspective.