Service Quality:

Gaps & Dimensions

 What is Service Quality?
• The extent to which a service provider meets customers’
expectations on a consistent basis.
• Customers’ expectations are standards or reference points that
customers bring into their service experience.
• In other words, customer expectations represents what customers
believe should or will happen.
• These are controlled by various factors: company controlled (price,
advertising, sales promise) or external (innate personal needs,
word of mouth, competitive offering).
• Customers’ perception of service are subjective assessment of
actual service experience.
• In a perfect world, customers would perceive that they have
received what they thought they would and should.
 The Five Dimensions of Service Quality

Ability to perform the promised service

Reliability dependably and accurately.

Knowledge and courtesy of employees and their

Assurance ability to inspire trust and confidence.

Physical facilities, equipment, and appearance of

Tangibles personnel.

Empathy Caring, individualized attention the firm provides

its customers.

Responsiveness Willingness to help customers and provide

prompt service.
How Customers Judge the Five Dimensions of
Service Quality
Customer Perceptions of Quality and Customer
Satisfaction
 E –S Qual

E – RecS-Qual
E –S Qual