Berry Parasuraman 1997 
To improve service, companies mtist use multiple research approaches am.ong different customer groups to ensure that they are hearing what customers are saying and responding to their suggestions.
Listening to the Customer —
The Concept of a Service-Quality
Information System
Leonard L. Berry • A. Parasuraman
T
he quality of listening has an impact on the quality of service. Firms intent on improving service need to listen continuously to three types of customers: external customers who have experienced the firm 's service; competitors ' customers who the firm wotild like to make its own; and internal customers (employees) who depend on internal services to provide their own services. Without the voices of these groups guiding investment in service improvement, all companies can hope for are marginal gains. In this paper, we discuss the concept of a servicequality information system. We argue that companies need to establish ongoing listening systems using mtiltiple methods among different customer groups.
A single service-quality study is a snapshot taken at a point in time and from a partictilar angle. Deeper insight and more informed decision making come from a continuing series of snapshots taken from various angles and through different lenses, which form the essence of systematic listening.
Systematic Listening
A service-quality information system uses mtiltiple research approaches to systematically capture, organize, and disseminate service-quality information to support decision making. Continuously generated data
SLOAN MANAGEMENT REVIEW/SPRING
1997
flow into databases that decision makers can use on both a regtilarly scheduled and as-needed basis.
The use of multiple research approaches is necessary because each approach has limitations as well as strengths. Combining approaches enables a firm to tap the strengths of each and compensate for weaknesses. Continuotis data collection and dissemination informs and educates decision makers about the
Listening to the Customer —
The Concept of a Service-Quality
Information System
Leonard L. Berry • A. Parasuraman
T
he quality of listening has an impact on the quality of service. Firms intent on improving service need to listen continuously to three types of customers: external customers who have experienced the firm 's service; competitors ' customers who the firm wotild like to make its own; and internal customers (employees) who depend on internal services to provide their own services. Without the voices of these groups guiding investment in service improvement, all companies can hope for are marginal gains. In this paper, we discuss the concept of a servicequality information system. We argue that companies need to establish ongoing listening systems using mtiltiple methods among different customer groups.
A single service-quality study is a snapshot taken at a point in time and from a partictilar angle. Deeper insight and more informed decision making come from a continuing series of snapshots taken from various angles and through different lenses, which form the essence of systematic listening.
Systematic Listening
A service-quality information system uses mtiltiple research approaches to systematically capture, organize, and disseminate service-quality information to support decision making. Continuously generated data
SLOAN MANAGEMENT REVIEW/SPRING
1997
flow into databases that decision makers can use on both a regtilarly scheduled and as-needed basis.
The use of multiple research approaches is necessary because each approach has limitations as well as strengths. Combining approaches enables a firm to tap the strengths of each and compensate for weaknesses. Continuotis data collection and dissemination informs and educates decision makers about the
References: 12. McQuarrie (1995), p. 12. 13. L.L. Berry, On Great Service: A Framework for Action (New York: Free Press, 1995), pp Press, 1987). April 1986). 16. Zeithaml etal. (1996).