Topic

The five dimensions of service quality

The first of all I want to explain the meaning of service quality, so service quality an
assessment of how well a delivered service conforms to the clients expectation.

So I think Service quality generally refers to a customer's comparison

of service expectations as it relates to a company's performance. A business with a
high level of service quality is likely capable of meeting customer needs while also
remaining economically competitive in their respective industry.

SO, now I am going to talk about,

Service quality dimension or servqual Model

The SERVQUAL Instrument measures the five dimensions of Service Quality.

These five dimensions are: Reliability, assurance, tangibility, empathy and
responsiveness

So first of all, 1. Reliability: ability to perform the promised service dependably

and accurately.

In fact, who do we trust who we can trust, that if someone in the market is not a
trust breaker, if he promise me continuously and he breaks the promise
continuously, he is not reliable for me, so I can never trust him.

For example: if the airline industry of Bangladesh tells me that the plane will leave
at this time and the plane will reach the destination at this time, if they can maintain
it, if they break at this time then I can no longer rely on that company so they are not
reliable source for me.

So what factors can we include in reliability such as:

 Providing service as promised

 Handling customers service problem
 Maintaining error free record

2. second of all, Assurance: it means, knowledge and courtesy of employees and

their ability to inspire trust and confidence.

When the employee is delivering or selling the product or service to the consumer,
does the employee have specific knowledge about the product so that he can answer
about the product whenever the customer asks.
For example: when customer go to the bank for support, a customer want to open an
FDR account or take a loan from the bank, a lots of question come to the mind of the
customer, such as whether the procedure, has any hidden cost etc. So whether the
employee has simple specific knowledge satisfy the customer so that if an employee
has proper knowledge then a consumer can trust that employee in his mind.

So what factors can we include in Assurance such as:

 Employees who instill confidence in customer

 Making customers feel safe in their transaction
 Employee who have the knowledge to answer customer questions

3. 3rdly, Tangible: it refers to the physical facilities, equipment, and appearance of

personnel.

A service delivery process has all kinds of physical escape or tangible components
such as equipment’s can be personnel or staff or can be communication materials
etc.

For example: The quality of the aircraft in their ticketing area, waiting area, and
important of employees uniform.

So what factors can we include in Tangible such as:

 Modern equipment: when we go to the bank how they decorated with the
modern equipment’s
 Visually appealing facilities
 Visually appealing materials associated with the service.

4. Empathy: it means that, carrying individualized attention the firm provides its
customers.

When an organization or it service provider can install caring and individual

attention for its customers.

So what factors can we include in Empathy such as:

 Giving customers individual attention

 Having the customers best interest at heart
 Convenience business hours
5. and finally Responsiveness : it means that, willingness to help customers and
provide prompt service.

When it comes to delivering to the customers, sometimes it is seen that the

customer has a special problem, or a special request may be creates, how does the
service provider help him show work responsiveness.

For example: in airlines they can provide me a special service for my request

So what factors can we include in Responsiveness such as:

 Keeping customers informed as to when services will be performed

 Prompt service to customers
 Willingness to help customers.

So again thank you ma’am for listening my presentation.