LITERATURE REVIEW

As marketers recognize intense competition and are more customer focused then ever before, they continue to develop and employ marketing strategies that differentiate themselves from the competition. One logical area for differentiation in a customer-focused, competitive environment is in the area of service quality. Consumers judge the service quality of their service encounters, leading to varying levels of customer satisfaction. Similarly, in the nonprofit sector, organizations can look to service quality as a way to gain a competitive advantage as well