Marketing Management, 16th Edition

Managing Service Quality

Based on the service-quality model described above, researchers have identified five determinants of service quality—reliability, responsiveness, assurance, empathy, and tangibles—in descending order of importance.65

• Reliability—The ability to perform the promised service dependably and accurately. This involves providing the service as promised, offering dependability in handling customers’ service problems, performing services right the first time, providing services at the promised time, maintaining error-free records, and hiring employees who have the knowledge to answer customers’ questions.

• Responsiveness—The willingness to help customers and provide prompt service. This involves keeping customers informed about ...