Caroline Lim, director of the Institute of Service Excellence at SMU (ISES) said that, ?Service quality alone cannot drive satisfaction?. The distinction between customer service and satisfaction is one the institute has stressed since the inception of the Customer Satisfaction Index of Singapore (CSISG) in 2007, and one clearly borne out in the retail sector's performance last year. Retail's service quality, as measured by the CSISG, fell from a score of 72 to 70.9 last year. But satisfaction with retailers rose from 68.2 in 2010 to 70.6, as customers were happier with department stores, supermarkets, and retailers of fashion apparel, watches and jewellery.
The Business Times