People play a dominant role in service operations, both as employees in labor-intensive operations and as customers. Simply meeting customer expectations is not enough today. McDonald's and other companies are trying to exceed customer expectations. Unlike manufacturing operations where goods are made and stored in cost-effective locations and then sold to the customer, services cannot be stored because they are consumed immediately when and where the customer chooses. Measuring intangible service quality is more difficult than measuring product quality.

C

Be realistic in setting values and goals regarding employment relationships.Managers should not promise employees what the organization cannot deliver.Encourage input from throughout the organization regarding appropriate values and practices for implementing the culture.Choose values that represent the views of both employees and managers.Opt for a strong culture that encourages and rewards diversity and principled dissent,such as grievance or complaint mechanisms or other internal review procedures.Provide training programs for managers and teams on adopting and implementing the organization's values These programs should stress the underlying ethical and legal principles and cover the practical aspects of carrying out procedural guidelines.