recently reread an interesting work of Martin O'Neill and Adrian Palmer questioning most of his studies on the perceived quality of service and satisfaction. The two researchers analyzed in "Survey timing and consumer perceptions of service quality: an overview of empirical evidence" the effects of the passage of time on the results of several studies on the perception of quality. Conceptualization service quality, its relationship with satisfaction, and measurement methods of the latter were the focus of studies on services in the past 15 years. (Gabbott and Hogg, 1997) The quality of a service is considered essential for effective positioning in the market (Brown and Swartz, 1989, Parasuraman et al., 1988), particularly in the service industry (Berry et al. , 1985, p.44) Traditionally, the quality of service is defined and measured as the difference between individual expectations and perceptions during and after the use of the service. Over the years, this model, known as the pattern of denial, has suffered several attacks. In particular the impact of the timing of the different questionnaires are administered on the evaluation of the service has been completely ignored. Referring to the allegations of Minnie Louie Johnson Abercrombie (1967) about the instability of perceptions over time, the authors attempt to provide answers to this question in their study. There are huge individual differences in the perception of the passage of time (Krech et al., 1969). This may be slower than for example in a moment of frustration or depression and faster for the elderly. Several marketing studies found in the phenomenon of cognitive dissonance explanation to the distortions and rationalizations of perception customers following the purchasing and use of services. The cognitive dissonance in marketing is defined as the conflict that arises as a result of a purchase and that pushes the consumer looking for information to support their cognitive equilibrium (Assael 1992). Even at the cost of distorting any contradictory information. Douglas R. Hausknecht et al., 1998 argue that the reduction of cognitive dissonance is a necessary condition for the need of satisfaction. In recent years, numerous studies have shown that the effects of satisfaction tend to subside over time (Mazursky and Geva, 1999). Here the authors derive the hypothesis that the perception of service received the go with various time, differently from individual to individual. hypothesis that is precisely confirmed in this survey, whose results show a strong downward trend with positive perceptions over time. Of particular interest is also demonstrated this trend variability according to the different dimensions of quality measured. Is indeed found a clear downward trend in the decline for those dimensions related to personal contact between those benefiting and those who provide the service. It therefore particularly important for utilities to understand and internalize the fact that effective management of quality involves the consideration of all aspects of the service. Including those aspects that are outside the core product and more generally the provision of related services. The marketing manager should therefore be concerned in particular the perception of its customers at the time when they are located to make a purchase applicant, or when providing a recommendation rather than understand the situation immediately after purchase. It is therefore necessary to develop tools to monitor the customers' perception over time and not only immediately following the use of the service.
BY Imanuel Baharier 
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