Canadians need to learn more about customer expectations.

The article focuses on the need for Canadians to learn more about customer expectations. Many Canadian organizations are having difficulty in researching customer expectations due to their belief that they already know what customers want, that it is impossible to control all issues that influence customer satisfaction and that the cost of gathering information is too high. A model of service quality developed by Leonard Berry, A. Parasuraman and Valerie Zeithaml is discussed.