Lesson 2: DIMENSIONS OF QUALITY SERVICE

Hunting for Information:

Service quality is always taken on the customer’s perspective. In the customer’s

point of view, it is how well the service meets or exceeds his/her expectations. However, customers
form opinions about service quality based on many factors. Service providers then, need to
understand all the dimensions used by customers in evaluating service quality. Originally, there were
ten (10) dimensions to which service quality is measured against.

TEN DIMENSIONS OF SERVICE QUALITY

 TANGIBLES
This refers to physical facilities, equipment and building of the service firm. It also refers to
the physical appearance of the service providers.
e.g. Are the hotel’s facilities state-of-the-art?

https://www.traveloka.com/en-sg/hotel/republic-of-
india/jw-marriott-hotel-chandigarh-
1000000373765
 SECURITY
This refers to the ability of service companies to assure physical safety of their customers. It
is also the guarantee of privacy of customer information.
e.g. How safe are the boats when tourists go island hopping?

https://www.pinoyadventurista.com/2014/01/things-to-
do-in-batanes-sabtang-island-tour.html
 RELIABILITY
This is the ability to deliver the promised service accurately and consistently. As a service
provider, you are expected to provide the same level of service again and again.
e.g. Do you get the same quality of food items every time you purchase?

https://foursquare.com/v/mang-inasal/4d688a9b342b8cfa4e06bc2c/photos

 COMPETENCE
This refers to the actual technical expertise of the service
provider. It speaks of how knowledgeable and skilled the
employee is when delivering the service to the customers.
e.g. How skilled is the bartender in mixing cocktails?

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/what-to-wear-as-a-bartender/
 RESPONSIVENESS
This is the ability of a service firm to provide
customers with prompt service. It is the
willingness of service providers to help customers
and the speed to which queries, complaints and
requests are given attention.
e.g. How fast does the front office
attendant answer a customer’s queries?
http://www.hotel-academy.eu/frontoffice.html

 COURTESY
This refers to the attitude of the service
provider and the manner to which he treats
the customers.
e.g. Is the receptionist friendly, helpful and
polite?
https://www.istockphoto.com/photo/woman-working-
as-hostess-at-a-restaurant-gm626845584-110873617

 COMMUNICATION
This refers to the clarity and understandability of the
information provided to the customer.
e.g. Did the waitress get the food orders right?

https://www.touchbistro.com/blog/hiring-
restaurant-staff/

 UNDERSTANDING
This refers to how well the service provider
understands the needs of the customers
e.g. Are the mirrors in the guest’s bathroom
positioned so that it allows the guest to see the
back view of his/her hair?

https://www.flickr.com/photos/alofthotels/84186107
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  CREDIBILITY

This refers to the trustworthiness of the service

providers. It refers to the honesty of the
information presented to customers.
e.g. Are the information contained in their
brochures/menus truthful?
https://www.shutterstock.com/search/menu+card+d
esign

 ACCESSIBILITY
This refers to the ease of reaching the service
provider.
e.g. Is the hotel’s website easily reached?

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Studies on Service Quality have been massive and profound. There are many scholarly works
available regarding Service Quality. However, a study made by Zeithaml, Parasuraman and Berry
(1986) found five dimensions customers use when evaluating service quality.They developed a
survey instrument they named SERVQUAL. They surmised that all dimensions are important to
customers, but some more than others.Service providers need to know which dimensions are more
important to avoid focusing on the wrong dimension. At the same time they can’t focus on only
one dimension and let the others suffer.SERVQUAL research showed dimensions’ importance to
each other by asking customers to assign 100 points across all five dimensions. Here are the five
dimensions of service quality:

 RELIABILITY
As mentioned earlier, it is the ability to produce the same level of service time and again. It is
important to customers to know that they can count on their service providers.
e.g. Jollibee has always assured its customer that they get the same quality of their burgers
every time it is ordered.
 RESPONSIVENESS
Again, this is the ability to promptly attend to the needs of the customers.
 e.g. Pizza Hut has a time limit in delivering orders. If the food is not delivered within the 30-
minute period, the order is deemed free.
 ASSURANCE
This refers to the knowledge and courtesy of a company’s staff. It is the ability of service
providers to inspire trust and confidence among their customers.
e.g. Sogo Hotel’s critical selling point is their assurance that customers’ privacy is protected.
 EMPATHY
This refers to how well the service providers care and attend to the needs of the customers.
When employees put themselves in the shoes of their customers, the customer’s viewpoint is
better understood which paves the way for more individualized delivery of service.
e.g. Philippine Airlines provides special attention to passengers who are pregnant and
mothers with children in tow.
 TANGIBLES
This refers to physical facilities, equipment and building of the service firm. It also refers to
the physical appearance of the service providers.
e.g. Manila Hotel enforces a policy thatbanquet crew must wear Filipinana uniforms.