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"What the business thinks it produces is not of first importance; what the customer thinks he is buying and considers ``value'' is decisive; it determines what a business is" (Drucker, 1989). Customer satisfaction which usually comes at the cost of high service quality, is essential for organization' success as it provides firm, profitable means to differentiate it self from others. Service quality is an important factor that, if delivered efficiently by firm's front line employees, can be main driver of firm's sustainability (Carlzon, 1987).