Reminds me of the ancient story of the electronics manufacturer that sourced some resistors or whatever from Japan for the first time. The spec called for max 1% bad parts or whatever. When the parts arrived, the box contained a packet with a note that said something like "Thanks for your order. We are unsure why you want 1% defective parts, but for your convenience, we have packaged them separately."
This seems to be the oldest reference:
Chris Taylor, (1995) "The case for customer satisfaction", Managing Service Quality: An International Journal, Vol. 5 Iss: 1, pp.11 - 14 http://www.emeraldinsight.com/doi/abs/10.1108/09604529510081...
but behind a paywall
...it is referred to for example by http://link.springer.com/chapter/10.1007/978-981-287-429-0_3... "The Effectiveness of Service Quality by Jabatan Agama Islam Wilayah Persekutuan (JAWI) Towards Customer Satisfaction"