4- Dimensions of Service Quality

Dimensions of Service Quality:

Valarie Zeithaml, Leonard Berry, and A.Parasuraman have conducted intensive research on service quality and identified 10 dimensions used by consumers in evaluating service quality. In subsequent research, they found a high degree of correlation between several of these variables and so consolidated them into five broad dimensions:

1. Tangibles (appearance of physical elements)
2. Reliability (dependable and accurate performance)
3. Responsiveness (Promptness and helpfulness)
4. Assurance (credibility, security, competence, courtesy)
5. Empathy (easy access, good communication, customer understanding)

1. Tangibles: Tangibles refer to physical facilities, equipment, personnel and communication materials. The job of the tangible and physical evidence of a service is multifunctional. By viewing the tangibles, a person can grade the quality of service and to what extent they will be provided with service quality. For example, if a dental clinic provides patients with clean rubber footwear, freshly laundered bibs, coats, the dentist dressed up appropriately, etc. Tangibles provide the customer with proof of the quality of service.

2. Reliability: The ability to perform the promised service dependably and accurately. The reliability dimension, which ensures timely delivery time after time, helps the service provider meet the customer’s expectations entirely at the lowest level of service expectation. For example, Sahara India Airways has been striving to protect itself as a reliable airline. To protect this reliability, it has a scheme of full refund plus a coupon of Rs.3000/—for every passenger on flights delayed by more than 59 minutes.

Often customers have queries regarding reliability like:

• Does my lawyer call me back when promised?
• Is my telephone bill free of errors?
• Is my TV repaired right the first time?

3. Responsiveness: It is the willingness to help customers and provide prompt service. The customers may have queries, special requests, complaints, etc. Each customer may have problems of his own. While the frontline employees may have been trained to deliver standardised services, the customer wants them to exceed this limit. It is the willingness to help the customer or go beyond this limit, i.e., be extra responsive. For example, a customer may demand services not in the organisation’s policy, such as a customer demanding packed food to carry. The service employee may fulfil the customer’s request based on the request. This may create a positive impact on the customer.

4. Assurance: The company can inspire trust and confidence in the service delivery. It refers to:

• Credibility:

It is the trustworthiness, belief, and honesty of the service provider. For example: a patient being admitted to a hospital is done based on the good reputation of the hospital.

• Security:

It refers to freedom from danger, risk or doubt. Customers always perceive services as free from risk, fraud, or danger. For example: Customer prefer to shop online through reliable sources where they have assurance and confidence that their data will not be leaked, hacked or misused.

• Competence:

It refers to possessing the skills and knowledge required to perform the service. For example, A visit to a doctor often creates queries about whether the doctor is competent enough to cure the illness.

-Courtesy:

It refers to the politeness, respect, consideration, and friendliness of contact personnel. For example, Telephone operators at call centres should be consistently polite when answering calls.

5. Empathy refers to the caring, individualized attention the service firm provides each customer. When the service provider puts himself in the customer’s shoes, he may better understand the customer’s viewpoint.

• Access:

It refers to approachability and ease of contact. For example, An airline has a 24-hour toll-free phone number, a convenient hotel location, and easy ATM availability.

• Communication:

It means listening to customers and keeping them informed in a language they can understand. For example, if a customer has any queries regarding the menu, food, or bill, the manager should cooperate by listening to the customer and solving the query.

• Understanding the customer:

It refers to making the effort to know the customers and their needs. For example, greeting the customer when they visit the restaurant again after their first visit and providing them with their requirements and needs. This creates a good reputation of the service provider in the customer’s view. It makes the customer feel special and satisfied. In return, the customer will deliver positive word of mouth, which will be in good favour of the service provider.