Research suggests that customers do not perceive quality in a unidimensional way, but rather

judge quality based on multiple factors.

Service quality has five dimensions I.e. reliability, assurance, empathy, tangibility and

responsiveness. These will be briefly explained below and will be applied on

Reliability:

The ability to provide what was promised dependably and accurately. The dimension is a

measure of how reliable our customers perceive us to be. Can they trust us to deliver on our

brand promise? It is the most important factor of the five. In its broadest sense it means that a

company delivers on its promise.

Application:

Assurance:

Assurance is defined as employees’ knowledge and courtesy and the ability of the firm and its

employees to inspire trust and confidence. The dimension is likely to be particularly important

for services that the customer perceives as high risk or about which they feel uncertain about

their ability to evaluate outcomes.

Application:

Empathy:
Empathy is defined as the caring individualized attention that a firm provides its customers. The

essence of empathy is conveying through personalized or customized service, that customers are

unique and special. Customers want to feel understood by and important to firms that provide

services to them.

Application:

Tangibles:

Tangibles are defined as the appearance of physical facilities, personnel and communication

materials. All of these provide physical representation or images of the services that customers,

particularly new customers, will use to evaluate quality.

Application:

Responsiveness:

Responsiveness is the willingness to help customers and to provide prompt services. This

dimension emphasizes attentiveness and promptness in dealing with customers' requests,

questions, complaints, and problems.

Application: