What makes you go back to your favourite café? It is not just the coffee. It is that the drink tastes exactly as you expect, the barista smiles, and the table is clean. That feeling of “they got it right” is what we call quality. In operations, we turn that feeling into something we can define, measure, improve, and pay for. This chapter gives you the tools to think about quality from the customer’s point of view. You will learn what makes a service feel high‑quality, and why spending money before problems happen saves far more than fixing them later.