The document discusses customer perceptions of service quality and satisfaction. It defines perceptions as being relative to expectations, which can change over time. Service quality and satisfaction are evaluated separately, with service quality focusing on interaction, physical environment, and outcomes, while satisfaction is a consumer's feeling of fulfillment. The document recommends measuring and managing both service quality and satisfaction to improve areas like employee training and organizational structure. It outlines four perceptual situations - recovery, adaptability, spontaneity, and coping - and provides strategies for each.

1. Amity Business School MBA Class of 2010, Semester III Customer Perceptions Prof. P K Bansal