Except for the results of the PIMS data found in the
1980s, there is virtually no empirical research support for
the offensive impact of service quality. Instinct and the evidence
from the PIMS studies suggest that service quality
improves reputation, market share, sales, and the ability to
charge premium prices, yet confirmation in the form of
research is sparse. Among the questions that most require
answers are the following:
1. What is the optimal amount of spending on service
quality to obtain offensive effects on reputation? Possessing