An Interdiscipnary Research on Eravorating Service Contents and Its Economical Effects

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The objective of this research is to develop a methodology for providing attractive services at low costs with a view to improving the profitability of the service industry. The difficulty of identifying customer needs accurately was generally held responsible for the delayed improvement in restoring profitability. However, our field research and questionnaire studies have pointed to the uncertainty as to a return on investment to be used for improvement and the underestimation of opportunity losses due to customer dissatisfaction as major hindrances to the effective implementation of improvement schemes. A model of a strategic supporting tool has also been suggested.