We frequently hear that to be competitive in today's business environment, delivering high levels of service quality is vitally important. In fact, it is amazing how many firms claim to differentiate themselves based on service when in reality, few understand what it means from a customer perspective, even more alarming is that very few firms can legitimately claim to be better than the average. Paradoxically, the problem with defining and measuring service quality is the very thing which makes it a popular basis for developing a differentiated offer: it means different things to different people. Service quality is a construct that is abstract, something that is made up of a number of dimensions or attributes. For example, we all know a McDonalds when we see one, but how to describe the quality of service? Is it minimal queuing and fast service, accurate order taking, politeness and courtesy, or even a clean environment? For some people it may be all of these things , for others it maybe a combination of various service features. The key to delivering the appropriate level and type of service is in understanding what your customers truly value, and how they perceive your current service quality. One should also consider potential customers and future trends. The most well known research in this area is a framework of service quality (SERVQUAL) developed by Parasuraman et al. (1988). The authors state that perceived quality is viewed as the degree of discrepancy between consumers' perceptions and expectations, representing a service gap. A 22 item questionnaire (using matched pair Likert scale items) is used to measure five dimensions of service quality: