This document discusses managing service quality. It defines service quality and outlines the key factors that determine it, including reliability, responsiveness, assurance, empathy and tangibles. It presents a service quality model that identifies five gaps that can cause unsuccessful service delivery. It also discusses best practices for managing service quality, such as having a strategic customer-focused concept, strong top management commitment to quality standards, using self-service technologies, monitoring systems, and ensuring customer and employee satisfaction. The conclusion emphasizes that companies must understand customer expectations and the impact of each customer interaction on perceptions of service quality.