The remaining chapters in this book

The remaining chapters in this book focus on the human side of service--what customers want personally. In contrast to the proced dimension of quality service, this dimension in- cludes not only human thoughts. but also attitudes, emotions, and feelings as well-in other words, your humanness and the humanness of your customers. It is from this essential human ness that the four basic customer needs emerge. To one degree or another, all hospitality cus- tomers have them. That is why understanding and appreciating the four basic customer ser- vice needs is vital to understanding and appreciating where hospitality customers are coming from. Moreover, this is where the roots of qual- ity service are founded-in the customer. In sum, these four needs serve as the foundation expectations dis- for all the remaining customer cussed in this book. The four basic customer