Case Study: LK is a private limited company and it owns and operates three cafés in a city centre. Customers expect the cafés to provide a quality service and also to be value for money. There has been an increasing number of customer complaints about service waiting times and food quality. The owners of LK are planning to introduce quality assurance into their business. The city centre also has cafés which have a brand image of high-quality service but these charge high prices.

Question:
Do you think the owners of LK should charge higher prices in the café if quality assurance is introduced? Justify your answer.​