An important but much neglected aspect of service quality is integrity. The nature and benefits of service integrity are discussed. First, an explanation of what service integrity is and why it is important is provided. Second, integrity breakdowns and the business benefits of service integrity are discussed. Finally, some guidelines on how to manage service integrity and suggestions for further research are provided. The bottom line on service integrity is quite simply that it pays because it builds long-term, mutually beneficial relationships both with customers and suppliers/partners. It involves honesty and fairness in all service transactions and gives the players peace of mind. They also develop a level of comfort with and preference for doing business with one another that can last decades. Word gets around that a service provider is playing fair, is reliable, and going out of its way to serve all customers well. This powerful linkage of provider integrity and service quality produces lasting customer satisfaction and feeds naturally on customer integrity.
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