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Business Leadership Design: Closing the Service Quality Gap EMEA

Enhance your company's reputation and increase customer affinity by learning in this lesson the importance of offering quality service to meet customers' expectations of your product or service.

About This Course

Learn what service quality means to customers and how customers prioritize specific elements of service. In fact, there are specific elements of your business that matter most to customers—the types of things they expect of excellent service providers such as reliability, responsiveness and empathy. You will learn how to apply these specific elements to your own services or products to assess whether you are delivering quality service.

Through the course you learn how to identify gaps between how your business wants customers to think about its services and products, and what customers actually think. And, of course, the best practices for closing these gaps.

This is a sample unit of a course offered as part of a certificate program through the Center for Services Leadership. For more information on the Center for Services Leadership, please visit our website at or contact us at or 480 965-6201.

This course will take you approximately 2 hours to complete.

Learners who complete this course will earn a digital certificate of completion.


English proficiency

Meet Your Instructors

Course Staff Image #1

Dr. Mary Jo Bitner
Professor & Co-Executive Director
Center for Services Leadership, W. P. Carey School of Business
Arizona State University

Dr. Mary Jo Bitner is Professor of Marketing, Edward M. Carson Chair, and Co-Executive Director of the Center for Services Leadership in the W. P. Carey School of Business, Arizona State University. She received the American Marketing Association’s SERVSIG recognition for Career Contributions to the Services Discipline Award and contributed over three decades of service research, publishing in leading marketing and management journals.r.

Her primary research foci are on customer-employee interactions, technology-delivered service, service infusion, and customer satisfaction. She is co-author of Services Marketing: Integrating Customer Focus Across the Firm (McGraw-Hill, 7th edition, 2017), content used at universities worldwide and translated into multiple languages. Dr. Bitner is currently the editor in chief of the Journal of Service Research, the service discipline’s leading international journal.

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