The document discusses how to improve service quality. It explains that there are five gaps that can cause unsuccessful service delivery, including differences between customer expectations and management perceptions, as well as service specifications and actual delivery. There are also five determinants of service quality: reliability, responsiveness, assurance, empathy, and tangibles. The document recommends managing customer expectations and incorporating self-service technologies to close gaps and provide superior service. Customer expectations strongly influence their perceptions of service, so companies must understand how each service encounter affects quality.