“ pAsURING SERVICE QUALITY THROUGH SERVQUAL from last few years, service quality has been a most researched part erviceS marketing and the major focus of marketers have been on Pst al quality management and overall customer satisfaction. As discussed earlier Parasuraman, Zeithaml & Berry (1985) have developed a measurement instrument called as SERVQUAL for assessing service quality across various service settings®. Primarily, SERVQUAL consisted of ten dimensions namely reliability, responsiveness, competence, Access, courtesy, communication, credibility, security, understanding the customer and tangibles. Later, few of the dimensions were clubbed together depending upon their shared characteristics such as assurance was later introduced by clubbing security, credibility, courtesy and empathy resulted from access, communication and understanding the customer. Dimensions and items of SERVQUAL have been presented jn Table 2: SERVQUAL has a total count of 22 statements divided into five dimensions as below: Tangibles 4 items Reliability 5 items Responsiveness 4 items Assurance 4 items Empathy 5 items Table 2 : Dimensions and items of SERVQUAL XYZ will have up to date equipment. Tangibles 1. 2. Physical facility of XYZ will be appealing. 3. Employees will be well dressed and neat. 4, Material and tools used to deliver the service will be visually appealing. Reliability 1. XYZ meet the promised time frame to deliver the service. 2. XYZ is sympathetic and reassure the solution when customer has problem.rovide the service at promised form the service right at very time: 7 keep accurate records. t7, They shouldn’t inform customers exact time ice delivery (negative). Iris not appropriate to expect prompt from the employee (negative). ice 3, XYZ employees don’t always have to be tomers (negative). willing ‘ to help the cus! it is ok if employees are too busy to give 4 hould be able to trust employees ~ Customers s a Assurance 1 of XYZ. 2, Customers should feel safe during the transactions with the employees of this firm, _ XYZ employees should be polite. 4, Employees should get adequate support from the firm to perform their jobs well. Empathy 1, Employees should not be expected to give individual attention (negative). 2. Employees of XYZ cannot be expected to give customers personal attention (negative). ployees to know 3. It is unrealistic to expect em) needs of their customer are what the (negative). It is unrealistic to expect these firms to have their customer’s best interests at heart (negative). 5, They should be expected to have operating hours convenient to all the customers: (negative). oes of serv! # 1 Scale le developed by Parasuraman, Zeithaml! & Berry (1985)°