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This paper opens a new avenue for investigation of quality issues in services. We take the viewpoint that a substantial portion of service failures is the result of human error in the delivery process. Drawing upon the Generic Error Modeling System (gems) from the cognitive science literature, we develop a framework for understanding the role of human error in service failures. An empirical investigation assesses the applicability of this framework to services, identifies which error mechanisms are important sources of service failure, and clarifies how the different roles of customers and providers affect the errors made by each.
Stewart et al. (Wed,) studied this question.
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