Improving the Quality of Services Marketing in Kuwaiti Organizations
Dr. Ahmad A. Alfadly

Abstract
The quality of serviceis important for every organization. This paper examines the linkages between services marketing and quality management and to propose a practical approach to improving and monitoring service quality in Kuwaiti organizations. The concept of quality and process management then is examined and the role of internal customers and suppliers outlined. The paper argues that the variability of service processes and outcomes demands fundamentally new approaches to diagnostic problem solving in order to "design in" quality improvements continuously. The paper identifies four specific diagnostic levels for service system (re)design that require the commitment and collaboration of the services marketer. A practical six-point approach to monitoring service quality then is described and illustrated with reference to service activity in a retail branch network in Kuwait. Finally, outline some of the challenges facing marketing and quality management in Kuwaiti service organizations, the customers of such organizations, and academic researchers.

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