Category Archives: Quality Management


Security Security refers to freedom from any danger, risk, or doubt. This is a particularly important dimension of professional service quality Most consumers of health care or legal services, for example. are unable to assess the appropriateness of the recommendations of their physicians or attorneys, but their services are often sought when there are significant risks involved.


Credibility Credibility refers to the characteristics of trustworthiness, believability, and honesty of the service worker. Do you feel more or less comfortable with paying for a major repair after you discuss it with your auto mechanic? How much trust do you place in the sales clerk that is trying to sell you a computer.


Courtesy This refers to the politeness. respect, consideration, and friendliness of contact personnel. Once you’ve gotten the attention of the clerk at Macy’s, is she pleasant, or does she continue her discussion of her parents with her co-worker while you wait awkwardly for her to ring’ up your purchases and accept your payment.


Competence Competence relates to workers having the required skills and knowledge to properly perform the service. How qualified are the tellers at your bank? Are they able to correctly handle your transaction, or do they often seem uncertain or seek assistance from others? When you call your computer's technical support hotline, does the person on the other end appear to be knowledgeable tn terms of understand


Responsiveness This refers to the willingness and or readiness of employees to provide service. How easily you can get the attention of the clerk at Bloomingdale’s Department Store is a measure of responsiveness. The length of time it takes to receive a return call on a complaint or a solution to a problem is also a measure of a firm’s responsiveness.


Reliability As previously described, reliability relates to the consistency of performance and dependability of the service. FedEx provides a good example of a firm that prov ides highly reliable service.


Tangibles.  Tangibles are the physical evidence of the service. The boxy brown UPS truck or the clean. white FedEx truck is an easily recognized tangible. The type of uniform a restaurant's waitstaff wears and the cleanliness of the uniforms are some of the tangibles that you observe when you go out to eat. The food. served at the music festival and the t-shirts that celebrate that festival are also examples o

Quality in Services

Quality in Services Parasurarnan  Zeithaml and Berry (1986, 1990)· identified the following 10 “generic” factors or dimensions that contribute to the level of service quality a firm prov ides to its customers.

Perceived Quality

Perceived Quality According to David Garvin. perceived quality is directly related to the reputation of the firm that manufactures the product. Often, total information about the various quality aspects of a product is not available. especially when it is a new product that is being introduced for the first time. Consequently. customers rely heavily on the past performance and reputation of the firm making the


Aesthetics Aesthetics is obviously a dimension of quality for which there is a high degree of individual judgment and that is also highly subjective. In fact, in term of aesthetics, good quality to one group of customers might even be perceived as poor quality to another group. Companies, therefore, have an opportunity with this quality dimension to seek out a very specific market niche.