Dimension and Definition
Reliability: ability to perform
the promised service
dependably and accurately
Assurance: Knowledge and
courtesy of employees and
their ability to inspire trust and
confidence.
Tangibles: Appearance of
physical facilities, equipment,
personnel and communication
materials
Empathy: Caring,
individualized attention the
company provides its
customers.
Responsiveness: Willingness
to help customers and provide
prompt service.
Examples
• Flights to promised destinations depart and arrive on
schedule
• The reservations clerk tells the customer that she would
call the customer back in 15 minutes and does so
• Upon checking out of the hotel, the customer’s bill is
free of errors
• In the restaurant, the customer receives exactly what
he/she ordered from the menu
• Knowledgeable tour guides who can provide all the
relevant information to their customers
• An airline’s trusted name and good safety record
• Well-trained, competent staff who can answer
customers questions and put them at ease
• Attractive, clean, well maintained hotel facilities
• Well-dressed, neat and professionally groomed
employees
• Modern and well maintained tour buses
• Brochures and travel magazines at a travel agency are
up-to-date, visually appealing, clean and relevant
• The service employee acknowledges the customer by
his/her name
• A waiter remembers the previous drink preferences of
a customer
• A Front Desk employee who is checking in a family
with a baby, anticipates the guest’s needs and offers the
guest a baby cot
• Employees are patient, listen to customer’s
complaints/concerns and tries to solve their problems
• When the customer has a problem, the service
employee resolves the problem quickly and politely
• The event planner is willing to answer all the bride’s
questions
• The airline has a prompt and speedy system for
ticketing and flight information