Assertion (A) Companies must manage service quality by understanding the effects of each service encounter.
Reason (R) Customer's expectations playa critical role in their service experiences and evaluations.

A. Both (A) and (R) are correct, but (R) is not the right explanation of (A)

B. Both (A) and (R) are correct and (R) is the right explanation of (A)

C. (A) is correct, but (R) is incorrect

D. (R) is correct, but (A) is incorrect

Answer: Option B