Chapter 1: Introduction to Service Value Evaluation

In current competitive business scenario it has become essential for the companies to find the exact needs of the customers to develop the products and services accordingly and get an edge over the competitors. The huge amounts of investment are being made for research and developments for finding these needs (Cetron and Davies, 2008). The importance of undertaking the customer expectations increases in service industry as more analytical approach is used by the customers while selecting any service and the company has to delight their customers to ensure their loyalty with it (Manwa, 2011). In current dynamic environment the discussion about customer behavior has been changed a lot especially in the service industry that can be concluded business companies, hotels and restaurants as well.