Page 23 - E-Magazine

Q U A L I T Y O F C U S T O M E R

S E R V I C E

B Y A L D O N E B R U N D A N G

Photo credited to Canva.com

During the past few decades service quality has become a

major area of attention to practitioners, managers and
researchers owing to its strong impact on business

performance, lower costs, customer satisfaction, customer
loyalty and profitability. Service quality can be described

as a rationale of differences between expectation and
competence along the important quality dimensions.

They conclude that service quality is founded on

acomparison between what the customer feels
should be offered and what is provided. Zeithaml,

Parasuraman, and Berry [2] proposed a service
quality scale (SERVQUAL), a generic instrument

that has 5 dimensions of service
quality:reliability, responsiveness, assurance,
empathy and tangibles, the constructs werefound

to have high correlation.

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