Dimensions of Service Quality-

Servqual Model of Service
Quality
Five Dimensions of Service Quality

 The 5 Dimensions of Service Quality refers to the SERVQUAL Model of 5 key service
dimensions, such as Reliability, Assurance, Tangibles, Empathy, and Responsiveness. 
 The Servqual model or five service quality dimensions is also known as the Service
Quality Model.  SERVQUAL Model is a multi-dimensional research process intended to
measure the gap scores between expected and perceptions of service quality of the
customers based on five dimensions.
 The three American marketing scholars A Parsu Parasuraman, Valarie A. Zeithaml, and
Leonard L Berry produced and implemented this model.
 Therefore, the five service quality dimension model is also known as the SERVQUAL
Model or RATER model, introduced between 1983 and 1988.
SERVQUAL Model

 The Servqual model refers to the five dimensions of service quality that measure the
customer’s expectations.
 The Servqual model classifies the elements or components of service quality known as
the five critical service quality dimensions.
 Although the model developers initially proposed ten service quality dimensions, many
experts later finalized only five dimensions of service quality: reliability, assurance,
tangibles, empathy, and responsiveness. 
 The marketing students formed an acronym RATER from the first capital letter of every
dimension or component.
 However, after measuring the gaps, this model recommends the most common causes of
service quality problems.
Servqual Model 10 Dimensions

 However, Initially, the introducers of the Servqual model proposed ten dimensions of service quality that are as
follows: 
i. Reliability,
ii. Responsiveness,
iii. Competence,
iv. Access,
v. Courtesy,
vi. Communication,
vii. Credibility,
viii. Security,
ix. Knowing the Customer,  
x. Also Tangibles.
 Reliability
Service
Expectation
Assurance

Tangibles Received Service Customer

Quality Satisfaction

Empathy Service
Performance
Responsiveness
Dimensions of Service Quality

1. Reliability
 Reliability is an essential dimension of the Servqual model that confirms the capacity to
provide services exactly, on time, and credibly.
 Consistency is a critical factor for providing assistance or product to the customers on
time with error-free conditions.
 You have to respect the commitment to give your service on time accurately as you
promised to them.
 For example, the organization is sending mail to the customers every day on time.
2. Assurance

 Assurance means creating trust and credibility for the customers. It depends on the
employee’s technical knowledge, practical communication skills, courtesy, credibility,
competency, and professionalism. Therefore, these skills will help the organization gain
customer trust and credibility.
 The assurance dimension combines four factors: competence, courtesy, credibility, and
security. Firstly, competence means having the requisite skills and knowledge.
Courtesy refers to the politeness, respect, consideration, and friendliness of contact staff.
Credibility is the trustworthiness, believability, and honesty of the staff.
Finally, security means freedom from danger, risk, or doubt.
 Example of the assurance dimension: The employee is showing respect and being polite
to the customers while servicing them.
3. Tangibles

 Tangibles represent the physical facilities, employees’ appearance, equipment, machines,

and information system. It focuses on facilitating materials and physical facilities.

 For example, the organization maintains a clean environment, and staff follows the
appropriate dress code.
4. Empathy

 Empathy means focusing on the customers attentively to ensure caring and distinguishing
service. It is an essential attitude in some countries in the world to serve every customer
individually.

 It is also a great process to satisfy customers psychologically and increase confidence,

trust, and loyalty.

 The company might lose its customers due to the lack of empathy among the employees;
therefore, they need to ensure compassion.
Additionally, empathy is a combination of the following factors:
 Access (physical and social) – (For example, approachable and ease of contact).
 Communication – (For instance, keeping customers informed in a language they understand and listening
to them).
 Understanding the customer – ( For example, making an effort to get to know customers and their specific
needs).
 For example, they are active listeners when customers speak and recognize regular customers by name.
5. Responsiveness

 Responsiveness refers to the eagerness to assist customers with respect and provide quick
service to satisfy. This dimension focuses on the two essential factors, including
willingness and promptness.
 So, you have to ensure that the customer is getting their service quickly without delay and
make the customers feel that you are very interested in helping them.
 Responsiveness will be defined by the length of time when customers wait for the answer
or solution. In short, responsiveness solves the customer problem as soon as possible by
providing expected information or replacing products.
 Example: The employee keeps no customer in waiting serial and replaces the product
quickly before finishing the promised period.