How Do Customers Judge Service Quality? In the growing service industry, there is intense price…

How Do Customers Judge Service Quality?

In the growing service industry, there is intense price competition. From a distance, one gets the impression that every buyer decision hinges on price alone. However, a closer examination of service purchases indicates that service quality is an important factor when it comes to developing a long-term relationship with customers.
How do customers judge service quality? Researchers have discovered valuable insights about customer perceptions of service quality. They surveyed hundreds of customers in a variety of service industries and discovered that five service-quality dimensions emerged:

1. Tangibles: Details the customers can see, such as the appearance of personnel and equipment.

2. Reliability: The ability to perform the desired service dependably, accurately, and consistently.

3. Responsiveness: The willingness of sales and customer service personnel to provide prompt service and help customers.

4. Assurance: The employees’ knowledge, courtesy, and ability to convey trust and confidence.

5. Empathy: The provision of caring, individualized attention to customers.

Customers apparently judge the quality of each service transaction in terms of these five quality dimensions. Companies need to review these service-quality dimensions and make sure that each area measures up to customers’ expectations. Salespeople should recognize that these dimensions have the potential to add value to the services they sell.