10 Original Dimensions of Service Quality – Explained!

The dimension of service quality is listed below and Table 15.1 gives example of how these are used by customers to evaluate service quality.

1. Tangibles:

The physical appearance of the facilities, staff, buildings, etc., e.g. Does the equipment appear modern? How clean is the waitress’s apron?

2. Reliability:

The ability to reproduce the same level of service again and again e.g.. Is feedback regarding student progress always given? Are messages always passed on?

3. Responsiveness:

The speed with which queries etc. and dealt with e.g.. Are letters replied to by return of post, or does it take a month? Is feedback on assignments given within a week in time for students to assimilate the information, or does the feedback come too late, after the examination has been taken?

4. Communication:

The clarity and understandability of the information given to the client, e.g. Does the doctor take the time to explain in terms the patient can understand, what is going to happen next? Does the solicitor explain clearly what the legal jargon means?

5. Credibility:

The trustworthiness of the service provider, e.g. Does the newspaper reporter report all the facts or only those which support his/her argument? Does the financial adviser present all the options or only those which earn him/her the most commission?

6. Security:

The physical safety of the customer or privacy of client information, e.g. Are the medical records of patients kept confidential? Are the stands in the football ground strong enough to support the weight of all the supporters?

7. Competence:

The actual technical expertise of the service provider, e.g. Is the doctor really qualified to perform heart surgery? Does the financial adviser have sufficient knowledge of all the relevant tax regu­lations?

8. Courtesy:

The attitude of the service provider and manner adopted by the server, e.g.. Is the receptionist friendly, helpful and polite? Does the doctor treat the patient as an inferior being?

9. Understanding:

How well the provider of the service understands the client’s needs e.g. .Does the bank recognize that most clients cannot get to the bank in working hours? Are there mirrors positioned in the hotel bathrooms which allow guests to see the back of their hair?

10. Access:

How easy is it to reach the service provider, geographically or by phone, e.g Are there car parking facilities close to the solicitor’s office? Does it always take five attempts to get the solicitor on the phone?Generic Dimensions used by costomers to evaluate service qualityGeneric Dimensions used by costomers to evaluate service quality

Submitted by : Dr. Bennett, Category : Service Management, Tag : Services