How is User Experience Different from Service Quality?

there.

I'd be interesting to know your opinion between this two concepts.

User Experience, as defined by Don Norman:

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.

And Service Quality, from Wikipedia: in its contemporary conceptualisation, is a comparison of perceived expectations of a service with perceived performance.

It's important to me to clearly outline the difference between this to terms because I have to explain the UX concept to a group of industrial engineering students. I usually get questions on how UX is difference and/or better than regular service quality approaches such as SERVQUAL.