Principles of data collection applied to customer knowledge.

Are customers becoming more demanding or is the state of excellence in service in the United States in decline? With the dawning of the Age of the Global Marketplace and its attendant competition, American consumers have come to expect a higher standard in products and services. They naturally choose to purchase products that have proved to be well made and reliable. In brief, they require satisfaction. Yet business and medical journals, newspapers, and books all have been eager to tell the story of the sad state of customer service. The "demands of American consumers for high-quality service are higher than ever and businesses that ignore the new realities of customer satisfaction can jeopardize not only their future sales but also their very survival" (Szabo, 1989, p. 16).