Kakovost storitev in vloga ljudi

Research Question (RQ): Today the sector of services substantially influences the economy and the demand for services is expected to continue. The unique characteristics of services influence on definition of the quality of service and monitoring of the proces of implemenrtation of the service. The quality of the service can be broken down into two dimensions tehical and funcional quality. Tehnical quality refers what is being done but functional quality refers how the service isbeing delivered to customers. The research question which can be raised is: »Does the tehnical quality of the service gives to the organisation competitive advantage if customer doesn't evaluate functional quality on the same level«. Purpose: The purpose of this article is to emphasize the importance of func tional quality. It is based on customers evaluation of final quality of recived services and is decisive factor of competitive advantage of the organization. Method: Analysis of various theoretical areas of marketing and their critical assessment. Results: The analysis provides an overview of incompleteness of the theoretical assessment in the analysis and explanations of so me relatively well-known concepts about the evaluation of the functional quality and compettitive advantage. Organization: The findings in a particular segment of complementary views of some authors in the field of marketing services substantively alter the position of the detection and measurement of the quality of marketing services. This is an important innovation in transferring theoretical knowledge into practice, leading to better understanding and marketing services. Society: The findings may help to reduce costs and improve the performance of organization, improve the functioning of non-profit organizations and raising awareness of customers. It can also contribute to improve the content of educational programs in this area. Originality: Analysis from a new angle assesses the quality of service in several aspects, among which are the functional and technical paramount. It complements the existing positions of theorists in this field. Limitations/Future Research: The analysis is limited to a theoretical approach and represents a starting starting point for further research