Importance of service quality

 t increases sales. A company that offers high service

quality has customers who prefer to do business with it,
allowing the company to have repeat customers and
boost its sales.
 It reduces marketing costs. A company may use its funds
to attract and gain new customers, but it is typically less
expensive when it retains its existing ones by offering
high-quality services.
 It attracts motivated employees. If a company has high
service quality, motivated and skilled professionals may
prefer working with that company to find growth in their
career.
 It offers repeat business. When customers know that a
company's customer service department is always willing
to resolve their issues quickly, they are more likely to buy
from that company again in the future.
 It eliminates customers' doubts. A customer may feel
hesitant before purchasing a particular product, but a
company's high service quality may convince them to
make the purchase because the customer knows they can
trust the company to resolve their issues if they find any.

Dimensions of service quality

Dimensions Of Service Quality

Availability, communication, competencies, humility, trust, security
and understanding are some dimensions of service quality, along with
some common ones that are:

Reliability

This dimension of an organisation's service quality expands when its

services remain reliable and consistent. With this, the organisation
offers great customer satisfaction. Reliability focuses on customer
interaction, along with the delivery or execution of the goods or
services. In terms of reliability, the organisation also features quick
and efficient problem resolution at a competitive price. A customer
has certain expectations of reliable service when buying a product.
When companies offer this service reliability, they help ensure that the
service meets customer expectations, which may subsequently lead to
business growth.

Tangibility

Tangibility is a company's ability to portray its service quality

attractively to its customers. It is a company's functional quality that
focuses on creating a good impression on customers. A company's
high tangible quality may result from the appearance of its different
components, like headquarters or showrooms, outfits of its employees,
the marketing materials or the customer service department. For
instance, customers may perceive a company's service quality as
highly tangible if it has a modern design for its building, which is in a
reputable and popular area.

Empathy

This dimension is an organisation's ability to offer its services in a

manner that makes the company appear empathetic to its customers
and their requirements. When a customer believes that a company
truly values them, they are more likely to remain loyal to that
company. A company may ensure empathy by offering individual
attention to its customers. It also conveys to all its employees that
they are necessary for the organisation to understand the specific
requirements of the customers and offer the best services accordingly.

Responsiveness

A company that offers services promptly to its customers can often

ensure customer loyalty and improved business growth. This
dimension of service quality focuses on acknowledging, analysing and
quickly replying to customer requests, feedback, queries and issues.
Responsiveness conveys to customers that the company
acknowledges their feedback.

Assurance
Assurance is when customers have confidence in the services of an
organisation. It has an important role in the services in which
customers may not always have sufficient expertise. This means that
there is an element of trust that customers possess in the servicing
organisation's ability to deliver. Organisations with a growth mindset
tell their employees to make efforts that help them gain the trust of
their customers, allowing them to achieve a higher level of customer
retention.

How to improve service quality

Understand the customers' requirements

Treat customers with respect

Utilise customer feedback to improve

Offer a robust customer interaction system

Ensure employees are familiar with company services