Dimensions of Service Quality, A. Parasuraman

Dimensions of Service Quality

A. Reliability

•          Reliability: Ability to perform the promised service dependably and accurately.

1. Providing services as promised

2. Dependability in handling customers' service problems

3. Performing services right the first time

4. Providing services at the promised time

5. Keeping customers informed about when services will be performed

B. Responsiveness

•          Responsiveness:  Willingness to help customers and provide prompt service.

6. Prompt service to customers

7. Willingness to help customers

8. Readiness to respond to customers' requests

C. Assurance

•          Assurance:  Knowledge and courtesy of employees and their ability to inspire trust and confidence.

  9. Employees who instill confidence in customers

10. Making customers feel safe in their transactions

11. Employees who are consistently courteous

12. Employees who have the knowledge to answer customer questions 

D. Empathy

·         Empathy:  Caring, individualized attention the firm provides its customers.

13. Giving customers individual attention

14. Employees who deal with customers in a caring fashion

15. Having the customer's best interest at heart

16.Employees who understand the needs of their customers

E. Tangibles

•          Tangibles:  Appearance of physical facilities, equipment, personnel, and communication materials.

17. Modern equipment

18. Visually appealing facilities

19. Employees who have a neat, professional appearance

20. Visually appealing materials associated with the service

21. Convenient business hours