As a marketer he/she should keep in mind that perceptions are always considered relative to expectations.Because expectations may also shift overtime from person to person and culture to culture.We will be focusing on the perceived service box in in the gaps model.What is considered quality service or the things that satisfy customers today may be different tomorrow.Also keep in mind that the entire discussion of quality and satisfaction is based on customers perceptions of the service.
"Customer perceive service in terms of the quality of the services and how satisfied they are overall with their experiences." ==>Valarie,A Zeithaml & Mary Jo Bitner
"Perception is the process by which sensations are selected, organized and interpreted." ==> Solomon
"Perception is the process by which an individual selects organizes and interprets into a meaningful and coherent picture of the world." ==> Schiffman and Kanuk
Finally we can say,a marketer should keep in mind that perceptions are always considered relative to expectations.Expectation may also shift over time from person to person and from culture to culture.
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