“Gopal Gureja does not advance customer care theories but sets out on in-depth empirical research to grapple with an intriguing problem—why even with the best of intentions, companies fail to fully meet customers’ expectations. In a competitive scenario where every company talks about “customer delight” why do practices at the operating level drift away from the declared intention?
He comes up with many possible reasons steeped in cultural schizophrenia caused by the human and organizational dynamics within a company. Further, he asserts that this phenomenon transcends the sectorial boundaries and, in large measure, applies to services as much as to manufactured products.”