From the marketer’s perspective, service quality can be viewed as the level of service
attributes needed to make the service acceptable and profitable in the market place,
thus satisfying the marketers’ needs for profitability and economic success. On the other
hand, customers view service quality as an equivalent to the level of service attributes
required to satisfy their own needs and requirements. In this respect, marketers try to
define service quality in advance while customers make during and after use evaluations.