INTRODUCTION
There are many organisations with various degrees of quality service but what gives an organisation an edge over its competitors is good quality service.
It is important for organisations to monitor and manage quality in every aspect of its operation with the customer. I.e. before the purchase, during and after the purchase (after sales service).

QUESTION 1

What is need and expectation?
Need is a product or service strongly desire by a customer. The customer wants it at all cost.
Expectation is what customers intend to enjoy or look forward to while choosing a particular product or service.
Customers can be an individual or a company that approach an organization to buy or get products or services from it.
“Meeting customer needs and expectation increases an organisation’s chances of achieving stakeholders’ satisfaction and customer loyalty.” (RDI 2009a:3)
There are different factors that can influence customer’s expectation and these are
• Experience from the past
• Information through word of the mouth
• Communication from the organisation. E.g. from advertisement
• Behaviour from competitors
In order to know customer’s need and expectation, researches are carried out to get feedbacks. This can be done by asking questions through all the operational units from customers. It gives the organisation an opportunity in meeting these expectations at different segments of the market. It also provides an avenue for improvements on the products and services provided by the organisation.
“A useful technique is to ask customers how they feel when they have achieved their expectations.
Similarly, how they feel if they fail to achieve their expectations. This will give a valuable insight into their thinking processes.” (RDI 2009b:2)
Examples of expectations from customers include:
• The quality of product or service at a reasonable price