Service quality reflects the manner in which a company’s product or service is delivered to the customer and also has some common characteristics. Some firms use outside assessors to evaluate the level of service provided.
Not all customers can afford the same grade of product or service. Grade refers to one of the many levels that a product or service may have as related to the inclusion or exclusion of characteristics to satisfy needs, especially price. Customers try to maximize their satisfaction within the context of their willingness and ability to pay. They view a product or service as a value when it meets the highest number of their needs at the lowest possible cost (cost includes purchase price plus the costs of operating, maintaining, and disposing of an item). Thus, although customers may have a collective vision of what constitutes “high quality,” some of them may choose to accept a lower grade of product or service because it satisfies their functional needs at a lower cost.
1. Reliability—the ability to provide what was promised, dependably and accurately
2. Assurance—the knowledge and courtesy of employees, and their ability to convey trust and confidence
3. Tangibles—the physical facilities and equipment, and the appearance of personnel
4. Empathy—the degree of caring and individual attention provided to customers
5. Responsiveness—the willingness to help customers and provide prompt service
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